Rubber Cheese has produced and gathered together a whole bunch of articles, full of expert hints and tips for growing your company, from successful business authorities.
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Rubber Cheese has produced and gathered together a whole bunch of articles, full of expert hints and tips for growing your company, from successful business authorities. |
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Advert Design gone Wrong! How many of you out there have got a Yellow Pages advert or have advertised in the local papers? Quite a few of you I bet. But, is anyone getting a great response from them? If the answer is no, it could be down to the way the advert is designed. Below I'll show you two different adverts. Have a look and see if you can tell which is the most effective and why. 
 Did you get it right? Ok, It's Number 2 and I'll explain why. Imagine you're a Plumber and you want to advertise in the Yellow Pages. You'll probably find around 15 Plumbers, all offering the same services as you in there already. So, how do you stand out in the crowd? By having a strong & concise message. Be specific about your offer, and try to focus on one target market, instead of offering to everyone. Advertisements must follow the rules of AIDA, which stands for: ATTENTION INTEREST DESIRE ACTION You need to grab the attention of the reader, keep their interest, make them desire it, and give them make them take action by phoning you. Using Number 2 as a bad example, lets look at the common mistakes people make when putting an advert together. 1. MASSIVE LOGO OR COMPANY NAME You may have the best looking logo in Bishops' Stortford, especially if we did it, but you need to grab the attention of the reader with a benefit first. Give them a solution to the problem they've got. The logo will mean nothing to them at this point, so keep it smaller and lower down. 2. CLUTTER There's so much going on in this advert that you can't focus on anything. You need to keep the message simple and be specific about who you're targeting. This is trying to attract too many different people, and not succeeding with any. A friend of mine calls it KISS - Keep It Simple Stupid. 3. COLOUR Think about your use of colour. Bright colours may grab attention, but they can also detract from the message your sending out. You also need to be aware of where it's being printed. Newspaper print tends to dull down colours a little. 4. CALL TO ACTION This should be near the bottom of the page, and quite big and bold. You want the reader to see it and call you! 5. DESIGNERS Finally, don't let anyone design your advert without first meeting him or her in person or if that's not possible, speaking on the phone. The designer & copywriter need to know about you and your business in depth before they can know how best to produce the advert. And finally, remember that the designers at Yellow Pages have to churn out over 20 adverts a day. They don't have much time to spend on the individual companies, and will only know a little bit about you, and what section you'll be featured in! Large adverts can be expensive, so invest your money wisely in a smaller professionally designed advert. Copyright © Rubber Cheese® 2006 |
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