Successful business magazine advertising requires unique, concise, and targeted ads. Thorough research on competitors and the target audience is necessary. Ads should focus on one key point, with attractive visuals and well-written copy. The depth of the ad depends on its size, and the chosen feature should be something unique.
The best tip for successful business magazine advertising is to make all ads different, unique, concise, and targeted to potential customers. This means doing thorough research on both previous ads submitted by competitors and the audience an ad is trying to reach. Most often this means limiting advertising efforts to magazines that the target market reads frequently. For example, someone marketing a new mobility solution for seniors places advertisements in magazines that also target seniors.
A good trade magazine advertisement combines attractive photos and graphics with a unique concept and well-written copy. All elements of the ad work together to create the overall message. Whether the ad should be innovative, flashy, or low-key and simple will largely depend on the type of product or service being advertised and the audience for that product or service. Entrepreneurs should keep this in mind when choosing photographs and writing copies. Being cute and smart can work well when writing an ad for clothing or a fun new technology, but it’s generally best to stick to basic, “to the point” messaging when writing for something like insurance or medical care.
Advertising in business magazines should include enough information to let consumers know what is being sold and why they should buy it. The depth of the ad depends on its size. A small sidebar ad or a business card-sized ad in the back of a trade magazine would be concise and to the point. These ads can include a headline, a short one or two sentence description of your product’s key benefits, and contact information so customers can request more information. Larger ads may contain more written information or use photos and graphics more liberally.
It’s also a good idea to focus on one key point when advertising in business magazines. While any product or service undoubtedly has many features and benefits that could be discussed, it’s best to pick just one to focus on in an ad. This chosen feature should be something other than what is offered by competitors, or a common feature displayed or discussed in a new way. Ad writers should focus on the benefits of the headline and beginning of all body copy. Customers usually don’t want to know about a product’s features unless those features are directly related to what they want or need.
For example, if a life insurance company is advertising a trade magazine, it would want to choose one of the main features of its plans. They may have great coverage, low prices, excellent customer service, and fewer restrictions than some other companies, but it’s best to choose a single focal point. Other points can be covered in additional announcements or in more in-depth marketing collateral, such as a brochure or website. If the feature you choose is great coverage, the company won’t focus on themselves and the coverage they provide. Instead, they would focus on the peace of mind and security that coverage provides.
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