Advertising Words and Graphics That Sell
Creating a successful advertisement to promote your business requires the combination of effective graphic design and the creation of a strong marketing message. Developing an ad that sells requires the skills of an experienced marketing professional. If you don’t have the budget to hire a marketing consultant, then you need to know some of the tricks which will help you create a successful advertisement for your business. Catapult your business into the marketplace and communicate an effective message to your potential clients.
Here are some tips on how you, yourself can develop advertisement copy to pair with effective imagery for your business.
1. Your marketing message should be communicated in a single sentence
You should always assume that the attention span of y our target market is short. With this in mind, you need to construct your ad accordingly. Your message will be effective if it is singular; only containing one thought process. It does need to hold weight and successfully communicate your business promise and how you will service your customer. When you are writing your ad, tell your audience what benefits they will receive from your business product or service and how they can get it. Always keep the length of the ad in mind, so keep your messages short and succinct.
2. Finalise your ad message before your imagery is created
It is best practice to finalise your ad message before you begin working on the associated imagery for your ad. At times, it is more enjoyable putting the graphics together, however you can’t frost a cake without first baking it and this is the same for creating the ad message. The ad graphics aim to accomplish three key points. The first, is to catch the attention of your target market. The second, is to intensify the meaning of your marketing message. And the third, is to lessen the amount of text in your ad by providing visual translation through the use of effective graphics and imagery. You can see now that by working on the imagery first simply won’t render a successful advertisement.
3. If at first you don’t succeed, keep rewriting your message
There is nothing wrong with rewriting your advertising copy. In fact, any teacher who is adept at writing will tell you that exceptional writing comes from the rewriting process. If you believe your first few efforts did not achieve your overall goal, this doesn’t mean that you are incapable of writing an effective message. Take a step back, redefine your goals and simply employ a different approach. Work on the content until you are satisfied with the way it reads and the message it conveys.
4. Now that the words are written, it’s time to get visually creative
Once you are satisfied with the text you have written for the advertisement, it’s time to put together the associated images for your campaign. Often times, we think that the visual aspect is easier than the written component, however this is often not the case. You need to consider the importance of finding appropriate graphics to convey your marketing message. No matter your medium, graphics should decrease the amount of words you use in the advertisement. If you have graphics that can express the mood of your advertisement then you may need to rethink the use of adjectives in your advertising message. On the other hand, if you employ imagery that creates the need for action from your target audience, then removing a directive sentence or verb from your copy would be beneficial.
Even though you need to come up with your marketing message first, you have to remember that the copy for your ad and the graphics you employ must work together. In the event that you cannot bear to part with the words you have created for your advertisement, then you run the risk of your images not performing to their proper potential.
For the advertising copy and imagery to effectively communicate your sales message, they need to work in conjunction with one another.
