There are substantial benefits to getting your customers through print advertising. The most obvious is that whoever contacts you through print ads has automatically qualified themselves as a potential customer to purchase your product or service. From then on, all you need is a strong sales process to convert prospects into buyers. To maximize the desired result from people contacting you through print ads, the best approach to your campaign is through the “3Ms”: Market, Media, Message.
Your target market is always the first consideration when it comes to choosing the right media. Who are your target customers? Where they live? What are the main age groups and are they likely to read print ads? What is its main socioeconomic composition? What problem or condition can you solve for them? What are the top 6 objections they have and how can you address them? What frustrations or disappointments have they experienced with you or your competitors? The list goes on, but you should take the time to walk a mile in their shoes before you choose the publication for your print ads.
Now that you have studied the market and chosen your media, what will your message be and what form will it take? The most crucial part of your rationale for print ads begins with deciding which style of advertising to use. Most small business owners still choose to do what we call the “brand style” of advertising… And that’s where we get excited, isn’t it? How cool will the ad look, how clever and creative will our phrase be? How are we going to make people remember it or, better yet, talk about it?
But wait! Isn’t that where we get totally confused? Where we miss the opportunity to generate the desired result: the phone to ring, people walking in the door and buying. As you start spending time and money (a lot) on the awesomeness of your print ad, all the work you put into identifying your target market gets diluted in a frantic attempt to satisfy the ego of the business owner and the ego of the customer. graphic. designated. Suddenly, his print ad has nothing to do with getting new clients, but is simply aiming for a design award.
Well, here’s my advice: if this sounds familiar, and if your ad creation process is at risk of ever being hijacked by the egos out there, you’ll need to match the ad budgets of companies like Toyota, McDonald’s, etc. . So this is where you would be well inspired to take back control and refocus on your target market. From then on, you have a much better chance of creating print ads that produce a real return on investment.