In today’s world we are bombarded with an extreme amount of advertising. It’s everywhere you look and you can’t escape it. To stand out amongst all the noise, it’s more important than ever to spend your advertising budget on effective ads that get results.
- Don’t try to jam a lot of information into your ad. Your ad should concentrate on just one or two objectives. When you have several important details to convey, use the hierarchy method to establish what your reader should concentrate on first, second and so on. If you have a lot of information that you want to get out to the public, consider using a different promotional vehicle such direct mail or a longer-term advertising campaign that tells your “story” over several ads.
- Limit your use of typefaces to a maximum of three, ideally only two. The old saying “the more the merrier” is not valid in this case. The more typefaces your ad uses, the more distracting it is for the viewer, causing them to either flip the page or scroll past your ad.
- Use the right colors. Using color is a great way to convey a mood or tone. Be sure to use colors in your brand color palette in order to keep your promotional materials consistent and not confuse the user. Also be aware that colors have psychological meanings and can help reinforce the tone and mood of an advertisement. Be sure that the colors you use provide enough contrast between the text and background so that your message is legible and clear.
- Make sure that you have a call to action (CTA) and that you include your logo and website. A CTA is a written directive and helps guide potential customers to take a desired action. While phone numbers were once an advertising must, they are becoming less necessary as most people will research your company first by going to your website. That means including your URL is vital.
- Stay on brand with your message. Cute sayings and funny puns have their place but be aware of your audience and what they’ll find appropriate. A headline can be bold and “tongue-in-cheek” without being offensive or hurtful.
- A picture is worth a thousand words. Be sure that the images you use are consistent with your brand’s voice and are relevant to the ad. A well-chosen image can make or break an advertisement. Make sure the image you decide on is sending the right message and will appeal to your target audience.
- When in doubt, call CONRIC! The experts at CONRIC pr + marketing excel in helping companies maximize their exposure in a crowded marketplace. Contact us today for a free consultation with our team.
