How to Design Magazine Advertisements with a better ROI
1. Headline: 5 times more people read the headline than will read body copy. If the reader likes the Headline they will read the rest of the ad. The Headline is what sparks their curiosity. It should be simple and clearly why the product interests the consumer.
2. News and headlines: Consumers read news stand magazines or news papers to get news. Real news or innovations can be placed in the headline, consumers may even find it a service. They very well could increase readership.
3. Localize headlines: In local advertising, sometimes it pays to include the name of the city in your headline.
4. Talk to Your Prospects: When a specific group consumes your product; Speak to them in your headline - boaters, Video Game Players, business owners?
5. Purchasers Read Long Copy: Non Buyers quit reading by the 50th word, between 50 and 500 words are where you must sell the product to potential buyers. They will read longer into an advertisement. Get their interest with the headline, Give them a reason to buy in the copy. Make sure the copy sticks so they do not substitute brands when they get to the retail store.
6. Before and After Ads: Before and after ads are above average at grabbing the consumers attention. Contrast tends to work well. Readers also seem to have an above average understanding of what the ad is saying.
7. Photos vs. Art: Photos work better than drawings most of the time. Consumers prefer to feel things are “genuine.” The photo should help pull readers in. It must be related to the benefit of to the goods you are selling. The photograph has to have story appeal.
8. Captions: Captions under photographs are read 2x that of the body copy. Never place a photo without a caption It helps make your ad look more like editorial which will increase believability and results. Because Associated Press Style requires captions under photos readers expect it.
9. Editorial layout vs. Addy Layout: The more the ad looks like the editorial in the magazine generally the higher the readership. The addy layout is much easier to get approved by the CEO of the company you are representing. A good ad agency will take the time to explain to the CEO that they know much more about their product that the consumer.
10. Test and Retest Readership has been known to increase with repetition. Continually test new ads against the old ones and run the winner.
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