5 Tips For a Better Print Ad

Thanks to everyone at Friday's May 2011 AIPBRT meeting for your participation in our Member Spotlight.  In case you missed it or could use a recap, one of our focuses in our presentation was "Good Ad vs. Bad Ad" - what to avoid in print advertising.  Below are some common mistakes made in print advertising that could hurt Call-To-Action and overall effectiveness of an ad.

1. Generic tag line, i.e. "Best in Retirement Living!"

What if Chik-fil-A simply said, "The Best in Fast Food" or Almond Joy had to craft a catchy jingle around "Almond Joy - The Best Chocolate Candy with nuts inside of it"? 

In the heavily competitive fast food market, Chik-fil-A stands out because they have a niche, and they promote that niche to their audience.  "Eat More Chikin" accompanied with the visuals of the cows promotes that they are not the typical burgers and fries drive-thru.  Chicken, chicken, chicken...

And of course Almond Joys have nuts - but Mounds clearly do not.

2. Large amount of, and "tiny text" used in a print ad for an older audience

As shown in our example, the fictional retirement community had a lot to say.  Unfortunately with a text heavy ad, the size of even a 8 1/2 x 11" page can restrain the text to no longer being "senior sized for senior eyes".  Knowing your audience, all text in an ad is going to want to be alluring and at a size to not cause strain for the reader. 

3. Buried Phone Number

The most common "Call-To-Action" we see used in print advertising to seniors and their adult children is "call for more information".  Seniors, in particular feel most comfortable talking to a live person and the personal communication that a phone call can give them when doing buying research.  This is also a great way for advertisers to develop leads and a relationship, leading a purchasing decision made in their favor.  Not to mention asking, "How did you hear about us?" used as a method of tracking ROI (Return on Investment) on advertising.  What our example ad lacked was an easy to find phone number or any clear call-to-action. 

4. Potentially Patronizing Text Used

"Mom could live here", as seen in our Bad Ad could be taken in offense by a senior reader who is doing research for themselves or a friend.  While adult children are also doing research and preparing to have first time discussions with their family, the conversation is going to be made more difficult when this particular advertisement is shared with their loved one.  Most purchasing decisions are going to be made together with the senior ultimately being the decision maker.  Just something to keep in mind...

5. Being Everything to Everyone

One final tip, is to focus on your niche.  In today's competitive senior industry, there are and will continue to be competitors.  What makes your company special?  While most companies have so much to offer and a wide range of services - it is important to focus on a good "conversation starter" that your advertising will reflect.  In coordination with a strong Call-To-Action, there will be plenty of time to talk to prospective purchasers about the many things in addition to the basics that you offer.

Know Your Niche, Know Your Audience.  Promote Your Niche To Your Audience!

- Jeff Hartman

Marketing Coordinator, Seniors Guide

804-651-7373