Very often, you hear people say, “We don’t want advertisements“, whether the medium is email marketing, television, magazines, or other channels. What they’re really saying is, “We don’t want advertisements that don’t entertain or educate us“. When our partner, CommPro.biz, approached us for a full-page advertisement for their July online magazine, we stopped to think about it.
What would we do with a full 8.5 x 11 page? That’s a lot of space. We’ve done full page ads before but they’ve never really performed well, but looking back, the ads we did neither educated nor entertained. They were just billboards.
So what would a useful ad look like? Could we entertain? Maybe, but that’s not our strength. We could educate, and that’s what we chose to do:
Now imagine a magazine full of advertisements that educated or entertained! How incredible would it be if audiences actually looked forward to your advertisements, whether in email, print, or rich media? Try it for yourself. Instead of just a sales pitch, make your next advertisement a useful one, and see if your response rate improves.
Christopher S. Penn
Director of Inbound Marketing, WhatCounts