A LUNCHTIME LESSON ON PRINT ADVERTISING

A LUNCHTIME LESSON ON PRINT ADVERTISING
BY: GARY WATSON
i promise you'll be able to finish this article
before you finish the first half of your pbj.
ARE YOU SITTING DOWN? GOOD. BECAUSE I HAVE SOME
startling news for you.

PRINT ADS ARE HERE TO STAY. THAT'S RIGHT. THOSE
dusty, musty, fusty old relics of the century
past are still with us. and despite the ubiquity
OF COMMERCIALS ON RADIO AND TV; DESPITE THE
onslaught of banners, pop-ups and all manner of
intrusive online ads; newspapers and magazines
ARE, AND ALWAYS WILL BE, A MAINSTAY FORUM FOR
mainstream advertising.

THERE'S SOMETHING ABOUT THE READINESS, THE
handiness, the heft and feel of a magazine or a
newspaper that appeals to the nature of human
BEINGS. YES, FLAT SCREENS THAT GLOW WITH VIVID
colors are attractive. especially when they're
displaying something we specifically asked to
SEE.

but as we page through a magazine or a newspaper
WHILE ENJOYING OUR LUNCH OR RIDING A COMMUTER
train, we don't mind at all if a surprising or
intelligent or just plain appealing ad - even
ONE IN BLACK AND WHITE - SUDDENLY GRABS OUR
attention. we expect it. we secretly look for
it. we even welcome it as a break from all the
DULL GRAY TYPE WE'VE BEEN SLOGGING THROUGH. WHY?
because - let's face it - a really good ad is a
delight to behold.

is this the kind of ad your target audience is
seeing? do your ads stop them and make them
SMILE...THINK...TAKE IN YOUR MESSAGE AND MAKE A
mental note to look closer at your product or
service? maybe even go to your website for the
KIND OF INFORMATION THAT COULD LEAD TO A SALE?

think carefully about this. if your ad doesn't
STAND APART, DOESN'T ATTRACT, APPEAL OR GRAB; IF
it doesn't delight in some way, the readers you
want to capture and bring into your world will
SIMPLY TURN THE PAGE AND PLOW ON THROUGH THE
dull stuff . . . until they bump into your
competitor's delightfully different ad. and then
THEY'LL STOP - AND, UNFORTUNATELY FOR YOU - PAY
attention to the message.

SO TAKE A CLOSE LOOK AT YOUR COMPANY'S ADS. DO
they stand out from the crowd of other ads? are
they different from your competitor's ads in a
POWERFUL AND RELEVANT WAY? AND MOST IMPORTANT,
do they convey your core message in an engaging,
persuasive and delightful manner?

if so, let them run and run, because they're
bound to bring you business.

if not, better change your approach soon. before
the competition eats your lunch.

gary watson writes ads for companies that want
TO ADD TO THEIR BOTTOM LINE. HE ALSO DOES
product/service naming, slogans/tag lines,
billboards, web content, sales letters (print
AND EMAIL), ETC. ETC. HE CAN BE REACHED AT
gary@gwcopy.com.