12 Tips to Improve your Small Business Print Advertising

Business can be very competitive and making your business print advertising stand out can be a difficult task.

Here are some top tips to help you get the most out of your business print advertising efforts.

Use a simple but structured layout
Don’t overcomplicate the advert because if it looks cluttered people won’t understand what it’s about – they’ll simply turn over the page. Use one ‘hero’ image as opposed to many, but if multiple images are needed/wanted then use one as a hero shot and make the others inset imagery. That way they will not be fighting for prominence in your advert.

Use colour if possible
Without colour, your business print advertising design will not only be noticed less but people will also perceive it as being bland before even reading it. We all know that a splash of colour attracts attention and you should consider this as your Press Ad will be fighting against others for prominence in the publication.

Focus on one proposition
Concentrate on transmitting one simple and clear proposition. The more focused the message in your printed advertisement design, the more impact it will have.

Consider your headline
Interestingly, research has proven that long headlines result in higher sales than shorter headlines. Although shorter headlines are easier to read and will normally grab the attention of the reader quicker. Whatever you chose you should be clear in your message and consider the space you have.

Long copy can be used
There’s no harm in using a block of copy to explain your business product or service in more detail. Just make sure that you don’t overcomplicate the Press Ad and make the information look squashed or cluttered.

Use photographs instead of artwork drawings
The use of photography will evoke emotion with your reader as photographs can be likened to the real world. Showing actual product imagery or package shots within your printed Press Ad will also help the reader to see exactly what it is you’re advertising. As a result, using photography will facilitate recall better than diagrams or illustrations.

Include a caption with your image
Research shows that people who look at pictures will tend to read a caption if it’s there. You can take advantage of this by strengthening your message.

Stress the Positive Benefits
A golden rule of business print advertising design is to stress the benefits and not the features. If you’re advertising a skin care product don’t say that it ‘reduces wrinkles’. Instead, use the phrase ‘look 10 years younger’. Readers will relate to the Print Ad more if they understand what benefits they can receive.

Use the same format and layout again and again
Consistency is key for successful business branding and this is a rule that should be adhered to for your print advertising too. Continuously changing the colours, format and layout of your ads doesn’t help recognition rates and will simply dilute your message. Think of Vodafone, Audi and even Homebase – most people will recognise their adverts even before reading the text.

Check the Advertisement in print format
This is vital. Readers won’t see your Print Ad in high definition quality on a computer monitor. Always check to see what your Ad looks like in print format being going ahead and submitting it to the publication. It’s amazing how previously easy to read text can become unclear, especially if it’s a small size.

Get the Advert Position Right
If possible you should always try and have your adverts placed on the right-hand page. Sometimes this will be more expensive but due to it being the prominent position the number of extra people that will see your advert makes it worthwhile.

Track the response
Without tracking your advertising efforts you’ll have no idea whether it was a success, and whether you should repeat that form of advertising again. Although, you shouldn’t expect to place one Ad and then sit back and wait for the phone to ring. Building up a successful advertising prominence takes time and effort, and repeat advertising within a single publication to establish your brand presence is usually the most effective way to start with.

Of course, this list is not exhaustive and there are many other design considerations needed to create and run a successful business print advertising campaign. If you would like help with your business advertising and marketing then you should contact BlueFlameDesign today.

BlueFlameDesign is the UK, West Sussex based design agency experienced with delivering straightforward and responsive design, branding, advertising and print marketing solutions to small businesses, organisations and individuals throughout the UK.