We are all assaulted by print ads from the time we get up in the morning until we go to bed at night. What makes certain ones stand out from the crowd or, at least, not be ignored? Actually, it is not just one thing. It is a compilation of triggers and aesthetics that the average consumer will never fully understand. It is not so much the material themselves or the visual appeal of the product, but the overall feelings during and after the item is read.
Titles grab our attention. Bigger ones a little more, but content is the true grabber. Would you read “Cancer Cure Looked Into” or “ Proven Cancer Cure Found”? Simple enough, but not every one gets it. Next, the text must hold the readers' attention. It can not bore them, talk above their heads or be too childish. Lastly, it should motivate an action. Sound like a sales letter? It is. Every step in every piece of print is geared toward that sale and should help the consumer get there. Even if you only offer information that builds interest, the sales intention is there. That is the purpose of print materials broken down into three easy steps. There are a few exceptions: Business cards come to mind. They do not hold or motivate, but they can be used to grab attention. Still, you have the intention of getting a sale when you hand that card to someone.
Grab, hold, motivate: Short,sweet and to the point. If you keep those three words in mind while you draw up your print campaign, you will drive more traffic and make more sales than ever before. That, after all, is the whole point of going to work in the morning, isn't it?