By Gary Watson
Remember print ads? Those dusty, musty, fusty old relics of thecentury past? Well, they're still with us, and if your companyisn't running them in newspapers and magazines, they probablyshould. Despite the ubiquity of commercials on radio and TV;despite the onslaught of banners, pop-ups and all manner ofintrusive online ads; newspapers and magazines are, and alwayswill be, a mainstay forum for mainstream advertising.
There's something about the readiness, the handiness, the heftand feel of a magazine or a newspaper that appeals to somethingin the nature of human beings. Yes, flat screens that glow withvivid colors are attractive. Especially when they're displayingsomething we specifically asked to see.
But as we page through a magazine or a newspaper over coffee orin a commuter train, we don't mind at all if a surprising orintelligent or just plain appealing ad - even one in black andwhite - suddenly grabs our attention. We expect it. We secretlylook for it. We even welcome it as a break from all the dullgray type we've been slogging through. Why? Because - let's faceit - a really good ad is a delight to behold.
Is this the kind of ad your target audience is seeing? Do yourads stop them and make them smile.think.take in your message andmake a mental note to look closer at your product or service?Maybe even go to your website for the kind of information thatcould lead to a sale?
Think carefully about this. If your ad doesn't stand apart,doesn't attract, appeal or delight in some way, the readers youwant to capture and bring into your world will simply turn thepage and plow on through the dull stuff . . . until they bumpinto an ad that compels them to stop and pay attention to whatmay well be your competitor's message.
So take a close look at your company's ads. Do they stand outfrom the crowd of other ads? Are they different from yourcompetitor's ads in a powerful and relevant way? And mostimportant, do they convey your core message in an engaging,persuasive and winning way?
If so, let them run and run, because those are the kind of adsthat can add to your bottom line.
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