eTip #2

Less Is More in Advertising

With so many companies trying to get our attention, it’s no wonder customers get tired and confused about who is really offering the products or services that best fit their needs.

If your organization has done any kind of advertising, you know how many competitors are trying to steal your customers and prospective customers away from you. To help give your advertising an edge, here are six things to keep in mind:

Focus on Your Key Messages
Don’t try to communicate too much or be everything to everyone. Keep in mind who your audience is and what messages and key points they want to hear about how your products and services can benefit them.

Use White Space
Just because you have room to squeeze more content or images into an ad doesn’t mean you should. White space gives your eyes a rest when reading something and helps direct your eyes to what the ad wants you to see.

Keep Body Copy Brief
Do you really think your customer is going to read everything in your ad? Keep it short and sweet. People are busy and do not want to read everything you have to say about your products or services. Body copy should pay off the concept of the ad quickly.

Use Easy-to-Read Fonts and Typefaces
If you think you are trying too hard with gimmicky fonts and typefaces, you are. Remember you want to engage people with your key messages. So choose fonts and typefaces that are simple and easy to read.

Separate Elements
Give your headline, main visual, and body copy some separation. Separation between these elements helps your eyes focus on what should be seen first.

Simplify Your Call-to-Action
Once people are interested in your products or services from looking at your ad, how do they get in touch with you? Make sure the call-to-action is specific and it’s easy to identify in the ad.

With so many messages hitting your customers daily, the last thing you want is for your advertising efforts to get lost in the pile. If you are trying to say too much, you probably are. Keep it simple.


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