Transcript Print - Homestead

Print Media Advertising
Magazines, Newspapers, Billboards and
Collateral
It all starts with print.
Classic Print Ad Structure
Promise of benefit (headline)
Spelling out of promise (subheadline)
Amplification of story
Proof of claim
Action to take
Evaluating an Effective Headline
• Does it start with short, simple words?
• Does it invite the prospect to read more?
• Does it include a thought-provoking or
emotion-provoking idea?
• Are the words selective, appealing only to
prime prospects?
• Does it give sufficient information for those
who read only the headline?
Print Ad Anatomy
• The Headline is part of
the visual that attracts
interest.
• The Subhead elaborates
on the headline and
transitions from headline
to copy.
• The Copy (Body Copy)
gives the details.
Amplification
• The body copy amplifies
what was announced in
the headline or
subheadline
Visuals Support Words
Bly’s Checklist for Print Ads (adapted)
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Headline mentions important benefit, news, arouses curiosity or
promises a reward for reading on.
Visual illustrates the main benefit stated throughout the copy (and, for
sure, the headline).
Good flow and progressive expansion on the message from headline to
subhead to body copy.
Inviting layout encourages consumers to read the body copy.
Sales points are covered in a logical sequence (usually most to least
important, i.e. inverted pyramid).
Copy convinces prospects to take the next step (define what that is!).
Copy is interesting to read. “You cannot bore people into buying your
product.” (David Ogilvy)
Copy is believable and overcomes the reader’s general distrust of
advertising.
Call to action is included in the ad.
Slogan or No Slogan…? [Bly]
• Don’t force it.
– Slogan should be strong and meaningful.
– Should flow logically and aesthetically in the ad.
• Can your product’s USP actually be summarized in a neat
little catchy phrase?
• If you already have a slogan, you should probably try to use
it.
• Bigger ad budgets = more continuity = more effective use of
slogans.
• Don’t use a slogan if it will typecast your brand too
narrowly.
• Nowadays some slogans may come across as too slick.
Print Media – Special Considerations
• Newspapers: Copy can be straightforward, a list of
facts.
• Magazines: Copy should be more “poetic”,
metaphorical and engaging.
• Directories: Short and sweet. Uncomplicated.
• Billboards: Headline must be bold and capture
attention and interest quickly. 7-10 words max. Play
on words is typical. Visual very important.
• Collateral: Is more explanatory, detail-driven. Can
be longer, but must still be “pithy”.
Types of Print Ads
• See Bly p. 141 for the full list…
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Question Ad
Quiz Ad
News Ad
Direct Ad
Reward Ad
Command Ad
Letter Ad
Story Ad
Demonstration Ad
Why magazines?
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Selective – great targeting vehicle
Print quality
Long lasting
Pass-along
Prestige
Design flexibility
Integration with other media
Consumer Magazines Target Specific Interests
Trade Magazines target industries
City Magazines Provide Geographic Targeting
Consumers Rely on Magazines for Information
Ways of Using Magazine Space
Examples - Print
You can create 3-D without actually being 3-D.
Driving consumers to another medium.
Here, mobile ad or website.
Two-page spread accentuates the delicious
caramel stretchiness.
Feel free to break it up…
Gatefolds extend an ad, but will
consumers actually unfold them?
Use of “fancy” fonts can help or hurt.
Be careful.
Good headline (though bad color contrast). Body copy is dull and
layout is terrible. Too much going on.
Daring ad brakes up editorial copy with famous athlete imagery.
Why newspapers?
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Local
Timely
Widespread
Specialized or general purpose sections
Believable / Trustworthy
Convenient – Can take it with you!
Large size – lots of ad size possibilities
Good for focusing on price and product details
Inserts – lots of possibilities
Typical Newspaper Sections
Inserts Can Target Specific Consumers
Most Believable
and Trustworthy Ad Sources
Alternative Media
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Flexible
High impact – make a big splash!
Go right to assured high traffic locations
Rapid awareness
Generate repeated commuter impressions in a
short time period
Billboards
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Standard static boards
Extensions
Motion boards
Illuminated boards
Digital boards
3-dimensional boards
Tips for Billboards
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Landscape orientation, not portrait
Need copy and imagery that can be quickly absorbed
Think big
Use bold, sans serif fonts
Strong visual-verbal connection
One main idea
Take advantage of location
All caps for short headlines/upper-lower for longer headlines
Short words
Bold colors
Few elements
Show product or package instead of words if possible
Collateral
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Product brochures
Corporate image brochures
Press kits
Catalogs
Sell sheets
Capabilities brochures
Personal selling kits
Trade show handouts
Annual and quarterly reports
Nowadays: pdfs and web pages
Brochures / Collateral
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Tend to be for “bigger ticket” items
People still ask for printed materials!!
Can help to establish legitimacy of business / product / brand
People will actually read the “long” copy if it’s good.
Functions of brochures (Bly):
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Leave-behinds
Point-of-sale literature
Inquiry Response
Part of Direct Mail Package
Sales Aid (more detailed)
Brochures / Collateral - Guidance
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Have a theme that continues throughout the brochure
Brochures are the place for sales-oriented information.
Use repetition to good advantage
Think visually
– Cover = “Headline”… and is crucial!
– Short paragraphs of copy.
– Seamless integration with images that effectively illustrate
the micro-copy and main theme(s).
– Complete all drafts right in the template!
Brochures [Bly, adapted]
• Where are prospects in the buying process?
– Brochure as sales intermediary between initial
contact and final sale.
– “Cold” or “qualified” prospect?
– How much do prospects know?
– How much do they need to know?
– Allow for knowledge self-selection (multiple
pieces of collateral)
Brochures [Bly, adapted]
• What else is supporting the brochure?
– Standalone brochures must do “heavy lifting” and
sell the product from start to finish.
– Each product / product line could have its own
brochure.
– Usually best to stay more abstract in the brochure
and provide separate collateral (i.e. fact sheets) or
a web address for details.
– What is the rest of the promotional mix?
Brochures [Bly, adapted]
• What do your readers need?
– What will your product do for me?
– SHOW (images) and TELL (copy)
– Avoid including irrelevant (though perhaps
interesting) information, i.e. history
– Facts/figures vs. imagery
– Short vs. long copy and attention spans
Brochures [Bly, adapted]
• The cover needs to grab attention
– Sales message and image must be simple and
strong.
– Include (at least) an effective headline or tagline.
– Avoid including irrelevant (though perhaps
interesting) information, i.e. history.
– Avoid using “borrowed interest” concepts.
– Consider starting the body copy on the cover.
Brochures [Bly, adapted]
• Provide information!
– Brochures are one of the best media formats for providing
information – so don’t be afraid to provide it!
– “The serious prospect … will read every word of copy as
long as it is interesting and engaging.”
– Include: Product details and specifications, prices (if stable
and uniform), ordering information, warranties and
guarantees, testimonials, demonstration copy
– Fill the panels with copy and images
• Use only as much whitespace as is necessary to make the copy
more readable.
– Remember to include contact information and call-toaction gateways: phone number, email, mailing/physical
address, website address, facebook page, twitter handle,
etc.
Brochures [Bly, adapted]
• Organize your sales points logically
– Tell a story with a beginning, middle and end.
– Product offering may suggest a certain logical
organization scheme (i.e. most to least popular,
alphabetical, Q&A, by benefit, etc.)
– Best flow format is usually: General (Begin)=>
Specific (Middle) => General (End)
Brochures [Bly, adapted]
• Divide the brochure into short, easy-to-read
sections
– More inviting to read and allows for readers’ selfdirecting by interest/need.
– Makes you write better copy!
– Create an outline to work from: What main things do
I want readers to know?
– Use headlines and subheads to lead the sections
• Some readers will only scan these, so they need to sell.
– One layout concept to a panel.
– Page continuity – what are the linkages?
Brochures [Bly, adapted]
• Use hardworking visuals
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Show the product in action.
Photos are best (reason to believe).
Charts, tables and graphs may be appropriate.
“Only use a visual element if it improves upon the
written description.”
– Usually better to label visuals with captions.
• Captions get twice the readership as body copy.
• Make them interesting!
– See Bly p. 188 for list of common brochure visuals (but
dare to be different where appropriate!)
Brochures [Bly, adapted]
• Include a call-to-action
– What do you want the reader to do next?
– Clearly state the next step and provide an action
gateway (phone number, web address, web page, etc.)
– Re-state the key benefit in the CTA (Example: “Call
now to find out how we can help your child do better
in school.”)
– Where do I put the call-to-action?
• Full version always placed at the “end” of the brochure.
(What is the “end” anyway?)
• Scaled-down CTA info should be placed throughout the
brochure where readers expect to find contact info – top,
bottom margins, front cover.
Brochures [Bly, adapted]
• Make the brochure worth keeping
– Brochure may sell later rather than now.
– Try to put something useful into the brochure so
the reader has an incentive to keep it around.
• Conversion scale table for cooking enthusiasts
• Top-rated nearby restauants
– Don’t force it! 
Three types of Brochures [Bly]
• Product Brochures
• Service Brochures
• Corporate Brochures
• See Bly pp. 193-196 for copy details
Workshop Activity:
Using the Checklist to Evaluate Copy Effectiveness
Rate a classmates’ copy effort using this checklist.
Answer “Yes”, “No” or “Not Applicable” to each of the items and comment upon each of your ratings.
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Strong opening line?
Appeal to consumer’s point of view?
Does body copy support the headline (and subheads)?
Does it flow? Is it easy to read?
Is it engaging throughout?
Is it believable?
Is it persuasive?
Is it specific?
Is it concise?
Does it have a “call to action”?
Does the copy tie to the visual? Do the copy and visual reinforce each other?
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Comment on anything else
** Note: The above items will vary in importance for a given communications objective.