You’ve seen them... the really good ads, and the really really bad ads. Take a look at the ads you produce and ask yourself where they fall. Hopefully not the latter. There are many components to an ad, and what may look like a simple one-page ad is really the result of very detailed thought and a thorough design process. Here are some tips to make sure you’re making the most of your advertising spend.
Consider the publication. If other advertisers are promoting their building products, and they’re all using images of buildings, don’t be a “me-too.” Differentiate yourself. Stand out. People notice the unusual, but don’t go overboard. It’s a fine line to maintain, and some publications and audiences warrant it more than others.
Consider Your Audience
Speaking correctly to your audience is vital. Are they mostly men, women, intellects, engineers...this helps define the tone to use for both visuals and headline. What appeals to them? You speak very differently to a contractor than you would an end-user or architect. You want to convey what matters most to them.
If you can’t get them to stop turning pages, forget the rest of this list! Luring them in can effectively be done through both concept and visuals. Make them do a double-take.
+ Headline – A strong headline can lure them in. Sometimes it can be just one word, or it can be a statement. Whatever it is, it must be powerful enough to stop them.
+ Dynamic image or graphic – Some ads stand out with a visual alone. It can be beautiful, illustrative or emotional, but it must be powerful enough to stop them.
+ Color – This is important when considering the pub. If it’s an environmental pub, avoid green! In many cases, its some of the simplest and boldest ads that draw attention.
+ Get to the point - Clear and concise messaging. Remember, you have a maximum of three seconds. Don’t try to write a journal. You want them to search you out for more information.
+ Get them to understand WHY they should buy your product or company, not what they should buy. What is the WHY that is important to that audience?
+ Keep it simple. In an ad, LESS IS MORE. Don’t confuse them with multiple images and messages.
Call to Action
This is one of the most important elements of the ad. They’ve seen your ad, and like it – now what? Drive them somewhere! Preferably to a specific landing page on your site through a dedicated URL. Here you will be able to further educate them on your product on a more interactive level.
Leverage Your Brand
Even though you want each ad you run to look fresh and new, you also have to make sure they recognize your brand every time. Repetitive branding is very important to establish strength in advertising. Consistent formatting, tono, logo placement and corporate colors are key.
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