Newspaper ads are one of the most misunderstood ways of advertising. You have to be aware of one very important thing: people read the paper for news and information, not because they need anything or are interested in your product. Below three suggestions that help you make an effective ad:
- Make a little story instead of an description by using an attention getting, benefit driven headline, a little infographic or a relevant picture;
- Include a big promise and make sure it’s followed by a clear ‘call to action’;
- Don’t use too much copy if the ad looks chaotic and too full, people don’t even bother to read it.
This ad was printed in the South China Morning Post this weekend. I made it for Hong Kong based Tax/Law Firm Triple Eight as part of it’s bigger media-campaign. Check out that yummy egg-tart;-)