How to Create an Effective Ad
Don’t overwhelm consumers with too much information. An ad should deliver ONE message. What compelled you to run an ad? Once you define your 'one', do not lose it in lists of other products and services. If you say too much, you will say nothing. If you must tout all your fabulous offerings, develop a campaign that allows you to deliver multiple messages.
Do not rely on your friends and family to critique your ad. They understand you, your thought process, your business and your sense of humour; they will ‘get’ your ad. Your target audience, however, is not blessed with the same personal relationship with you, and may not pick up on how incredibly witty your ad is.
Do not rely on yourself to design AND critique your ad. You, someone who knows everything about the company including this years budget for paper clips, will ‘get’ your ad. An ad must appeal to the reader and answer THEIR questions in order to persuade them to buy what you're selling. If you cannot afford professional help, run your ad past a handful of clients and gauge their response. Are they compelled to purchase or are they completely confused?
Consider your media and develop an appropriate message. For example, don't offer a hot time sensitive promo via your Yellow Page ad. When the consumer is looking in the phone book, they are in NEED of a service. Your goal in this situation is to stand out from the other ads because you are side by side with every competitor in the city. Showcase your brand, your top three services and one groovy thing that makes you unique: a brand you carry, payment options, BBB membership, customer loyalty plan, etc.
Outline your distribution strategy and stick to it. Choose a medium that allows you maximum frequency and exposure within your budget and be the big cahoona there. Do not attempt to run your ad everywhere if your budget does not allow you to do so repetitively in each, you will get swallowed up by the big cahoona's in each.
Validity is a must have component of advertising. Reputation and credibility have long been coveted facets of brand; today, they are crucial. It's easy to start a business (or a fraudulent shadow of) and savvy consumers are increasingly skeptical. If you say it, prove it. Support claims of greatness with documented results.
Amy Perzan Merrill is a graphic designer in Calgary, Alberta. Her company, Meringue 3.14, specializes in creative branding and cost-effective print solutions for small business. For more great tips on how you can turn your material into powerful marketing and communication tools, subscribe to "Designer", Amy's monthly ezine.