Today, nearly every print advertisement is a "direct response ad" to the extent that it includes a web address. Yet ads that are designed by general agencies may employ few of the tactics required to get attention, present an attractive offer, and make the reader understand that action is required NOW. Here are some of the elements that should be present in any ad that's expected to get a click-through, incoming call or other response. If your current agency is not providing them, then it's time to talk to Beasley Direct!
| • |
The reader should understand that an immediate response is required, and that it's not enough to respond to the mood of the ad or mentally file it away for future reference. Typically there will be a call to action that is prominent in the ad as presented through design and copy. |
| • |
A tracking mechanism, such as a telephone extension or URL suffix, should be included so you can record individual responses from each ad. If you don't do that, how can you know how your ad is performing compared to other advertising vehicles? |
| • |
There should be a strong benefit message that tells and shows why the reader should take the desired action. This might be a combination of the features of the product or service itself, and a reward for response such as an informational premium or entry into a sweepstakes. |
None of the above has to be done at the expense of your brand image, by the way! It's perfectly okay to layer on your general advertising message just as long as you make it clear that a direct response is required. In fact, that may be why Beasley Direct is often asked to partner with general agencies and produce direct response ads that are still true to brand platforms as well as copy and graphics standards.
Contact us if we can help with your own print advertising needs. |
|
|
|
