Want to create print ads that get results? Below are threekeys to get you started.

1. Write for the eye. Print ads are visual. Therefore, craft adswith the eye in mind.

Eyes are kind of picky, though. So, here's a checklist of whateyes like and don't like:

* A catchy headline that encourages them read more.

* Art, such as photos, illustrations, clip art, shapes, etc. Eyeslike art. When you create the ad, create words AND thevisual at the same time. Words and visuals should worktogether.

* Designed in an interesting, intriguing, attention-gettingmanner. Eyes like that. Remember, graphic designers areyour friends. If you don't have training in graphic design, Istrongly urge you to hire a graphic designer to create yourad. The results will be well worth it.

* White space (blank space in the ad). Eyes like whitespace. Eyes don't like print ads stuffed with words and/orart. Those ads look way too difficult to read andcomprehend. So eyes will skip over those ads and findother open, clean ads to look at. (And if they do, you mightas well have never bought the ad in the first place.)

2. Write for the busy eye. Nobody is reading a newspaperbecause they want to see your ad. (Okay, your mother is theexception.) People are reading the paper because they wantinformation. Reading your ad is an afterthought. So, theyaren't going to spend a whole heck of a lot of time on it.

A common mistake is asking print ads to do too much. Tobe successful, print ads must:

* Capture the attention of your potential customers,
* Encourage those potential customers to remember whatyou want them to do,
* Then persuade them to actually do it.

That's a lot to ask for one little print ad.

Print ads should have one message and one messageonly. The more "extras" about your business you startthrowing into the ad, the more convoluted the ad is going tobecome, and the less likely your potential customers will actupon your ad.

Now at this point you may be thinking "Okay. We need onemessage. That message should be to get my potentialcustomers to buy something, hire my services, donatemoney, become a volunteer, etc. Right?"

Well?

For one thing, that's a pretty big leap for your potentialcustomers. Getting potential customers to buy without firstdeveloping a relationship with them is, again, asking anawful lot for one little print ad. You might be better off invitingpotential customers to take one small step in the buyingprocess. For instance, stopping in the store for a free gift,logging on to your Web site to enter a contest, putting theirnames on your mailing list, trying a demo version of yourproduct, etc. Let them get to know you.

3. Keep your target market in mind. Your message shouldbe focused on your customers' needs, not your own. Gettingcustomers to buy your products and services is YOUR need.How your products or services solve your customers'problems is THEIR needs. See the difference?

That's why so many retail stores have sales. They'reeffective because they're solving a need (saving customersmoney). But saving money is not the only need. There aremany others.

You should also think about ways to add value withoutbargaining on price (this position can backfire). Contests,free gifts, free reports, free food -- stuff like that. Thinkoutside the box. And use that value as a way to set yourselfapart.

Creativity Exercises -- Learn by example

One of the best ways to learn how to craft successful printads is to study what's out there.

Get out a newspaper or a magazine and open it. See whereyour eyes go. What ads attract your eyes? What ads drivethem away?

Which ads have headlines that intrigue you? Graphics thatcapture your attention? Copy that encourages you to find outmore? Why?

Now look at ads that do nothing for you. Why don't you likethem? Are they too cluttered? Too difficult to understand?Have a headline that makes you yawn?

Sometimes you can learn as much, if not more, from badexamples as you can from good ones.

Michele Pariza Wacek owns Creative Concepts andCopywriting, a writing, marketing and creativity agency. Sheoffers two free e-newsletters that help subscribers combinetheir creativity with hard-hitting marketing and copywritingprinciples to become more successful at attracting newclients, selling products and services and boostingbusiness. She can be reached athttp://www.writingusa.com. Copyright 2004 Michele Pariza Wacek.