Advertising isn’t cheap. When you’re spending hundreds — even thousands — of dollars on advertising, you want to know that your ad, flyer or brochure has been designed to attract and compel readers to buy your goods or services. And what determines its effectiveness is a set of basic communication and design principles they are too often ignored by today’s graphic designers.
So…, before you shell out big money for your next ad or brochure read this guide from start to finish, it contains information that you can start using right now to turn under-performing advertisements into response-Generating one’s that will send your advertising results through the roof.
So, lets get on with it…
DESIGN TIP #1
Factors that are important to your customer. Before you begin to create an advertisement for your product or service, you need to think about some of the factors that are important to your potential customers. It may be a new labour saving device, something special about your raw materials, the processes you use or methods, or the quality of the finished product.
Whatever it is, try writing a straighforward claim about how the customer will gain from whatever it is you’re offering. This is the tough part! Be prepared to write and revise. At the end of it though you should have enough information to start building a headline and the rest of your copy.
DESIGN TIP #2
Grab their attention with a headline
Often neglected, this is the single most critical component of your ad! Think about it. In order get your offer accepted, you have to make your offer. In order to make your offer, you have to grab their attention!
How do you do that?
Simple! Use an attention getting headline that grabs the reader and compels them to read further about your product or service. A well-worded headline can increase the response of your ad by up to 20 times!
Here are a few ideas you could incorporate into your headline:
- Offer the customer a real benefit
- Feature a special merchandising offer
- Feature the price
- Feature a free offer
- Offer information of value
- Address your headline to a specific group or type of person
- A time limited offer
Using some of the ideas above I’ve created the two following headlines . The first headline is directed to a specific group; and offers information of value.
- Attention Furniture Buyers!…
- We Sell Discounted Furniture — Our Average Price Is 30% Less Than The Manufacturer’s Suggested Price
- The second headline is directed to people looking for Quality Leather Sofa Settings; features a Special Merchandising Offer; and tells the customer how many sofa’s they have in stock.
- Looking For Quality Leather Sofa Settings? We Have $6,000 Dollar Sofa Settings For Just $3500! And We Have 40 In Stock Right Now!
DESIGN TIP #3
Keep their attention with subheadings
Subheadings are really mini headings and can increase reader interest dramatically. Typically your subheadings should contain short factual information about your service or product. In this example we are providing further information of value to our potential customer as an enticement to read on. Manufactured in Italy these handcrafted sofa’s feature precision cut frames and 100% Italian leather.
DESIGN TIP #4
Use a photo
Always include a photograph of your product (or service in use) it heightens the readership of your ad. A good photo can show your reader in an instant what would take you a paragraph to explain.
DESIGN TIP #5
Use plenty of copy
One of the major problems with some ads is that is that the copy fails to sell their customer.
Use plenty of copy in your ad. Build a compelling argument for the product or service you are selling. Advoid waffling on and use simple layman’s language to explain the features or benefits to the customer. ie: If its a piece of custom timber furniture throw in some details of how its been made; what raw materials have been used; or describe some of the special features of your product that set it apart from the competition’s.
Example: Leather Furniture is an investment in style, comfort and enduring luxury. Whether your style runs from the traditional to the modern, this leather furniture, sofa’s, chairs and Ottomans come in styles to suit your decor and budget.
Handcrafted Leather Sofa
The ‘Tuscan’ 5-piece leather sofa setting comes in a rich chestnut color with elaborate brass nailhead trim, easy zipper access, 100% hardwood frame, 100% cowhide leather and solid back construction. These exquisite leather furniture pieces are available separately or as a package.
DESIGN TIP#6
Use a simple and effective layout
As I mentioned at the begining of this report, a lot basic design principles go out the door when it comes designing ads. Ads that have too much attention placed on the “wow” factor and ignore the basic principles of design can cost you dearly. Think about it. A fantastic piece of graphic design it may be, but if it goes unread its a waste of paper, ink, money and effort, and a missed opportunity to communicate something of real value!
From a readership point of view the layout of your ad should take into consideration the physiology of reading and comprehension. Makes sense dosen’t it?
You only have to look at any paperback novel or a newspaper column to see an example of these principles in action.
TO SUMMARISE:
- Headlines should contain sufficient of the message to be able to stand on their own.
- Reinforce your heading with subheadings
- The layout should take into consideration the physical burden which reading a newspaper, magazine, or advertisement places on the reader
- Where possible, your advertising should contain images to support the message and entice the reader to scan
- Use plenty of copy explaining the benefits of your product or service
- Your company logo and address details should always be placed at the very bottom of any advertising.
