Posting Dates:

June 2010
« May   Jul »

If it isn’t read, it’s dead. Tip #21

What your advertising is supposed to accomplish depends on where the advertising is published.  An advertisement in the the newspaper will be quite different than in a phone directory which is quite different from a banner on a website.  The message needs to be different depending on your objectives.  Make your ad appropriate for the audience and your medium.

In a newspaper, the audience is often looking to read the news or community stories, so your advertising needs to jump off of the page and grab the readers attention.  Once you have their attention you may have the chance to tell them more of your story but you do want to keep your priority on focus.

In a telephone directory, readers are looking at similiar businesses within a section trying to choose who to do business with.  Here, you need to be read but you also need to stand out from the crowd by providing what the customer is looking for.  What makes you different and is that what will earn you new business?  In telephone directories, ad size is important as statistics show that larger ads get more calls, but it isn’t the only factor.  Colour can help a smaller ad stand out more than a larger ad.  Position on the page can help a smaller ad stand out and well designed ad can also alter the call statistics.  Unique Selling Proposition (USP) is important and strategy can make the differnce between thousands in wasted dollars and success.

In online banners, you need to grab the visitors attention immediately and interest them enough to cause them to click otherwise they don’t see you, scroll past you or simply ignore you.  Colour, movement, speed, visuals, fonts and clarity all play a part in effective banner design.  The kitchen sink doesn’t belong in your banner. Keep it short, sweet and to the point.

People spend an awful lot of hard earned business dollars on advertising, attempting to draw in more customers to grow the business.  Take a little time and think about your message, think about how advertising works and think about whether or not anyone cares enough to read your ad.  The difference between a 1% response rate and a 2% response rate is a 100% change, so changing a colour can easily earn you a 10% more effective ad, a great headline could earn you another 10%.  Clarity in advertising is the first thing people throw away as they decide to add the kitchen sink and without clarity your ad won’t get read. If it doesn’t get read – you wasted your money.  Look at your advertising and evaluate it – listen for that little marketing angel standing on your shoulder, he’s saying, “Remember, if it isn’t read, it’s dead”.          [email protected]          250-412-3500

5 comments to If it isn’t read, it’s dead. Tip #21

  • Awesome post, hey I found this post while searching for free lyrics. Thanks for sharing I’ll tell my friends about this too.

  • This is a really good read for me, Must admit that you are one of the best bloggers I ever saw.Thanks for posting this informative article.

  • I can see that you are an expert at your field! I am launching a website soon, and your information will be very useful for me.. Thanks for all your help and wishing you all the success.

  • aion chinese obt

    Dear admin, thnx for sharing this blog post. I found it wonderful. Best regards, Victoria…

  • Thanks for stopping by and commenting on my blog! As a guy, you should DEFINITELY start selling bagels. It’s a good way to put a smile on some unsuspecting girl’s face. =) But I can definitely relate to this post. Advertisers lose focus and try to include everything under the sun into their ads. And no matter how many times you tell them that it’s not working, they continue to do it. *Sigh. Guess we just have to pick other battles that we can maybe win.