In a previous post in our advertising series, we talked about the purpose of advertising. We said that every ad falls into one of three categories – to inform, to sell, or to build name recognition. Based on those categories, what should you put in your ads?
Regardless of the purpose of your ad, always include your basic information – company name and contact information (address, phone number, website, email). Next, include your business hours. (Tip: Noon is 12 p.m., not 12 a.m.) Third, if you sell a product/service or have a store, try to include the forms of payment that you accept. Some businesses use a generic statement like “cash and credit cards accepted.” Others use the actual credit card logos.
All of the above should be included in the “signature” area. The signature area is typically at the bottom of the ad and also where many businesses tend to put their logos. Create a standard signature and encourage the publications you advertise with to use your standard signature (same typeface, style, and placement of individual pieces of information). Even though your ads may appear in different publications, they should be cohesive. (It’s all about building name recognition.)
Tip: When choosing an advertisement size, make sure the size has enough depth to include the signature. While seemingly obvious, a lot of advertisers forget about the signature and concentrate on the ad message. If you don’t plan enough room for the signature, the rest of the ad will look squished, and the ad probably won’t be as effective in catching someone’s eye. When in doubt, add an extra half-inch or inch to the ad depth. A little white space is better than no space.
The next two pieces to include are the main headline and artwork. Think visually. Again, these pieces apply to any type of ad (informative, sale, or recognition). The artwork should draw the reader’s eye to the ad, and the headline should make them want to read the smaller print.
If you sell a product, include a photo or clipart of the product. (The artwork doesn’t have to be exactly like your product but should be close.) And if you do include a photo or clipart, include a price. You can name specific prices, use a general statement like “starting at $9.99,” or offer a discount like “25% off original price.” (If you choose the discount option, include in fine print what the original price starts at.) The more information you give your potential buyer, the better chance you have of closing a sale.
For a name recognition ad, use your company logo as the artwork. Most companies run name recognition ads that are smaller than sale ads, so making the company logo larger will help draw the eye to the ad.
Not sure what to say in your ad? Think about what would attract you to your product / service if you were in the market to buy. Highlight that feature in the ad. Key words to consider are reliability, quality, durability, and economical. Is your product better than another one on the market? If so, state what makes your product better. Selling a service? Talk about what you are proud of – low cost, deadline buster, efficiency, etc.
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