3 Little-Known Tips For Creating Direct Response Print Ads

Did you know that it takes readers 27 times to see your ad before they can even remember the name of your business? Does that mean a potential customer needs to see your company’s print ad 27 times before it will have an effect on them?

Generally, we only recall an ad or commercial every third time we see it. And before it truly makes an impact on us? We need to see it 9 times. That means that your ad has to be viewed 27 times by a potential customer before they will respond to it.

Doesn’t this seem like a ridiculous formula? Luckily, there is another formula which will show you exactly how to get a response from your ad, the very first time a customer reads it.

Tip 1: Call to Action

First, start with a call to action. The very first line at the top of your ad should be a call to action. It should tell the customer what you want them to do and when you want them to do it. Be clear and direct. Your call to action should be exciting to both you and the reader.

Some examples of a call to action catch phrase are:

• “Sign Up Today!”

• “Register Now!”

• “Come In Today!”

As you can see, each one of the examples directs the customer to do something specific and tells the customer when to do it. Remember, even though we are told not to believe everything we read, most of us still do.

Tip 2: Create a Headline

The next step is to create a headline. A headline should explain to the reader what your particular business provides. Potential customers shouldn’t have to read any further to be able to understand what your business is all about. A good headline should be able to answer these two questions: What is the service or product? And who does it benefit?

Some examples of headlines are:

• “Automotive Services for Foreign Car Owners”

• “Children’s Clothing for Ages 0 to 6 Years”

• “Hair Styles and Cuts for All Ages”

Clearly, these headline examples tell the customer what it is that these businesses do and whom they do it for. After the call to action grabs the reader’s attention, the next thing a customer wants to know if this service or product is something they have interested in or have a need for.

Tip 3: Turn Your Ad Upside Down

By now you see that the name of your business hasn’t even been mentioned. That is no mistake. The only reason a potential customer needs to know the name of your business is to contact you. (And even then, all they truly need is your phone number and web address.) The name of a small business tends to only be important to the owner. It isn’t as if your business has a brand name like McDonald’s or Macy*s. When you do not have a household name (like big corporations do), boldly headlining your print ad with your business name is fruitless.

So, instead, turn that ad upside down! Start with a catch phrase, then a headline and continue with pictures of happy customers partaking in your services or enjoying products in your facility. Finally, list the specific products or services you offer and finish with a benefits box. A benefits box explains what the benefits of utilizing your business are. (Include benefits that your competitors don’t list or don’t offer.) At the very bottom of your ad include the business phone number, web address, name and physical address.

Rather than having 27 ad submissions, which can be very costly, you can receive direct responses from one ad. Start off with your call to action so that the customer knows exactly what to do after becoming interested in your product or service. Continue with a headline that tells the customer exactly what your business does and who your business serves. And finally, turn that ad upside down. Keep your business name and contact info at the bottom. Your ad will not only stand out from your competitors and other advertisers, but you will have immediate responses from new potential customers within the first few days in print.