When you can’t get belly-to-belly,
try ads with a talking head

Talking heads attract readers and add credibility to your message

Even when you quickly scan a publication, it’s hard to ignore a photo of a pleasant looking spokesperson…especially one who looks you in the eye and promises a benefit. And this talking head doesn’t have to be a celebrity, though notoriety does kick up the metrics a notch for noticed, read and remembered. Problem is, can you afford to blow a big chuck of your budget on a big name?

Unless you get your jollies jostling among the rich and famous, stick with a talking head with a lower price tag. Invest the money saved in more insertions and/or larger space, or other venues.

Rumors to the contrary, print is not dead. People still read newspapers and magazines for information and pleasure. But, the clutter of marcom creates a cacophony that’s hard to penetrate. That’s why I like photos with real people. They’re hard to miss, even in a crowd.

The talking head is a good tool to snatch a little piece of a multi-tasker’s attention. When he or she breaks for a quick flip through a magazine or newspaper, a photo of another human has a good chance of getting noticed. It helps, too, if the head has credentials that add credibility, like PhD, DVM, MD, RN, Master Plumber, Owner, Manager, or President.

I know from personal experience, readership studies, and the track records of direct response writers, that small space ads with a person who talks to the reader can be very effective. One of my winners was for a new ballet school. A one column by four inch ad with a picture of the school’s “Director” on pointe. The headline said: “Come dance with me!” It had the phone ringing off the wall.

Advertising is salesmanship in print. The talking head helps bridge the gap between belly-to-belly selling and print.


.