Many small-business owners know a lot about their products or services, but have no idea about how to effectively advertise them.
The reality is no one wants to read ads, so you have to attract readers by giving them a reason to buy, not just telling them what you sell or do.
To find out what makes a stand-out print or web advertisement (radio and television excluded), we’ve broken it down as below with some dos and don’ts:
- Stick to one powerful idea, stated simply. Great ads don’t over-explain, over-label, or over-design.
- Don’t jam too much in. Give words and images room to breathe.
- Be single-minded about your “unique selling proposition” – what’s the clear benefit of buying what you offer?
- Make it visually striking –simplicity again. Lots of colour, images and text will confuse, not entice. When you know your ad is going to be published next to other ads, make sure it has a clear border.
- Help readers follow their instincts by looking at (in this order), image, headline, text (if any), brand/logo.
- Write a headline that is short and to the point. It should add meaning to any image and invite a reader to learn more (see “Great print ads”).
- Your brand (logo) should be present, but not dominant. Don’t make the mistake of creating an ad that is about your brand – it should be about what you offer.
- Make an emotional connection by using humour, surprise, price or concern. Being “informative” means being forgotten.
In short, a great ad delivers one compelling idea with a strong visual, a sharp headline and disciplined design, leaving the reader thinking just a little longer than they expected.
