Print advertising is the oldest, yet still one of the most effective forms of advertising in the world. Nowadays, the way a print ad can be used to persuade audiences can be broken down into two categories – direct response and branding. The major differences between the two are:
- Direct response ads generate response through the addition of a call-to-action such as: Call Now, Enter to Win, Visit a URL, free shipping, 10% off, with this purchase you will receive for free…, while still promoting the brand.
- Branding ads promote and reinforce the brand without encouraging an immediate call-to-action.
Overall, with a direct response ad, you have a much better chance of achieving a significant ROI. They are also effective in both magazines and newspapers. Creating an effective direct response ad is an art form that we can help you design in order to achieve maximum results. And, as with all advertising, properly targeting your audience through the right media will vastly improve your ROI.
If you don’t believe us, let this video of advertising genius David Ogilvy convince you of the value of direct response advertising. In fact, he claims the reason why he was so successful within months of launching his business was because he mailed letters to prospective clients and you guessed it, they responded!
OK now that you are convinced, remember that the strength of your offer can greatly influence response rates. In the example below, “Get your first week FREE” is stronger than “Get your first week at 10% off.”
In the example below, Free Shipping and Rewards offers with a clear deadline are enticing calls to action.
Make sure your offer is pertinent as well. Steve McNamara, an award winning copywriter, offers this example: A free brochure offering “10 Ways to preserve the resale value of your new car” is more relevant to people shopping for automobile financing than, “10 ways to protect your good credit.”
So, what are you waiting for? CALL MEDIABUYERS NOW!