Advertising is a necessary evil for every small business. As frustrating as it can be, you have to do it to continually bring in new clients and expand your design firm. If you are going to do it, you might as well figure out how to do it the correct way, right? Here are few tips to help you create the best possible advertisement:
Make it Appropriate
Your ad has to relate to your design firm in some way. It has to move the viewer toward the conclusion that you want him or her to make. It cannot be so off the wall that readers will be disappointed when they figure out what you are going for. The best ad is a simple ad that tells the reader exactly what you want them to know.
Make it Clear
As I said, the very best ad is one that gets its point across quickly and clearly. Do not try to be clever. More often than not, being clever in your marketing will backfire. Customers do not want to be fooled; they want to be convinced that they should buy from you.
Make an Impact
To be successful, an advertisement has to catch the reader’s attention in a fraction of a second. That means that it has to have an impact of your customers almost instantly. If you have been printing ads in black and white, consider trying a color printing project instead. Color is a good way to increase the impact of your efforts.
Make it Memorable
Just like your ads have to catch the readers’ attention quickly, it also must stick in the customers’ minds. Color, again, is a good way to make that happen, as long as you use the appropriate colors in the right amounts. You also want to use words that will stay with the reader.
Make it Original
Your advertising should not look just like everyone else’s. If it does, it is certain to fail. This is not the time to be a follower. Consider as many ways as you can think of to make your marketing materials stand out from the rest and make an impression on your customers. Be original and brave. Do not be afraid to try new things, even if they have never been done before. That is how great things – and new trends – happen.
Make it Effective
As you are designing your marketing materials, continually go back and ask yourself what your purpose is. What are you trying to accomplish with this piece? What are you trying to tell your customers? These are the things that you should always keep in mind, so that your ad always has a clear purpose. Remember to keep it simple and straightforward.
By Kaye Z. Marks
Photography by © Roxana Gonzalez
Kaye Z. Marks is an avid writer and follower of the developments in color printing industry and its benefits for small to medium-scale businesses.