The 5 Laws of Display Ads
Experts say customers make up their minds within seconds if they will pay serious attention to your print advertisement. Here’s how to get it noticed:
High-impact graphic - A high-impact visual helps make your ad stand out from the competition. About 90% of viewers will look at the ad’s visual before reading the headline. So, if the visual doesn’t cut it, chances are your reader will stop reading. A strong visual reinforces the ad’s main message and garners positive attention.
Headlines that hook - Good headlines incorporate a curiosity factor that makes readers want to know more about your product or service. Consider using a question-based headline. Questions typically spark a desire to keep reading, especially one that highlights a problem instead of a solution. Readers will identify with a predicament they want to fix or know more about. For example, “Tired of dealing with bad service and poor value?”
Push the benefits - Prominently focus on the benefits of your product or service. Acknowledge your readers’ needs, how you’re going to satisfy them, and why you’re qualified to do so. Communicate your unique selling proposition — what do you offer that your competitors don’t?
Call to action - After hooking the reader and answering their questions, don’t leave them stranded. Typically, you want to take them to the next level of exposure. Do you want them to visit your website? Attend a seminar? Contact you by phone? Make sure you clearly define what they should do next, and prominently display your correct contact information.
