Ten Steps to Creating Effective Ads
There are no rules to creating outstanding advertising but there are some steps that seem to work.
- Make your ads easily recognizable.
Make your ads distinctively different in appearance than those of your competitors. Keep your ads’ appearance consistent.
- Use a simple layout.
The layout should carry the reader’s eye through the ad message easily from headline, to illustration, to explanatory copy, to price, to the store’s name.
- Use a dominant element.
A large picture or headline ensures quick visibility – photos of people win more visibility.
- Use a prominent benefit headline.
The first question a reader has is, “What’s in it for me?” Make sure you tell them.
- Let white space work for the ad.
White space focuses the reader’s attention on the ad and will make the headline and illustration stand out.
- Make copy complete.
The copy should be enthusiastic and sincere.
- State price or range of prices.
Readers often overestimate omitted prices.
- Specify branded merchandise.
Manufacturers spend large sums to build their brand – capitalize on it.
- Include related items.
Make two sales instead of one.
- Urge readers to buy now.
Tell them what to do.