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RISING WOMEN EXPERT
ADVICE...
I am getting ready to place some display advertising. Can you give me
some tips on creating an effective layout?
An effective advertisement is an visual display that speaks specifically to
the reader about the benefits to them for choosing your products/services.
This is the golden rule!
The basic elements of an ad usually include your company logo, contact
information, tag line (if you have one for branding purposes) and the
message. The message is the most important element and therefore must be the
most pronounced display within your ad to render it effective. Nobody cares
how pretty your logo is unless of course it spells out to the reader “what’s
in it for them!” For example, I would encourage a company named “Rhinestone
Boutique” to concentrate on describing the goodies they have in-store bigger
than the logo because “Rhinestone Boutique” could mean anything. A company
called “The Stiletto Boutique for Diva’s” can get away with using their logo
as a larger element within their ad because the name tells the whole story
and it’s targeted to a specific clientele.
When it comes down to creating your main message within your ad, careful
consideration is vital. Simply listing a bunch of services/products, in my
opinion, is ineffective. So you offer ABC, EFG, PQR and XYZ, so what? So
does every other similar business within that industry. Why would I choose
your company? This is where attention to what sets you apart from the rest
is required, as well as what it is about these products/services that
benefit the reader. For example, your boutique carries career wear, causal
lines and purses. So what? What is unique about your collection? Is it
imported from Italy? Wa la, you’ve just captured the attention of every
European reader! Did Oprah recently showcase the same purse line as one of
her favourite things? Now that will get an audience going, don’t you agree?
Perhaps it’s your service that sets you apart, and most often this is the
very reason why clients choose to do business with you. Going further than
having friendly staff and a great ambiance, what is it about your service
that is a draw? Are you open one late night a week for VIP wine and cheese
shopping dates? If you buy a suit do you get 50% off a matching purse? Do
you have a shopping club clients could join to receive club specials? These
messages are far more important that just listing the obvious. In fact, quit
listing the obvious all together and create your ads with one statement of
impact -- the WOW! message that simulates the emotions of potential new
clientele.
Written by Illiki Rai, owner of Rising Women Magazine. If you are looking for business advice, our Rising Women experts are
here to help! I welcome you to email your questions to
experts@risingwomen.com
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