Creating an Advert - Our Guide and Top Tips
by Lorraine Nugent, of Sussex Marketing and Advertising agency Media Word Waves
Whereas a Press Release is free to submit but at the mercy of the publication to use or modify as they see fit (see our Guide on Press Releases ) , with an advert you are paying for the privilege of guaranteed space and editorial control.
Advertising is key to the financial success of the publication, so the publication should bend over backwards to keep you happy so you will return and advertise again in later editions, and most will design your advert for you.
However, the designers who create your advert for publication are an expensive resource and much in demand, they do not have unlimited time to lavish on your advert. Their outlook is to have your advert ready as quickly as possible so they can get on with the rest of their workload.
There is therefore a considerable skill in putting an advertisment together to get the most return from it. At Media Word Waves, we work with our customers to prepare advertisements geared for success. With seven years experience working for a leading UK newspaper group, we helped prepare thousands of advertisements and know what works. Contact us if you would like expert help in preparing your adverts for optimal success.
Our Top Ten Tips for preparing an Advertisement are:
(1) You cannot do all the work of the publication. Don’t expect to send them a finished advert ready to drop into their publication or website. Adverts are different sizes, and different working practices and tools are used by each publication. Ask for the correct dimensions, colours and fonts available.
(2) Doing none of the work will lead to disappointment. Taking the opposite extreme, if you provide little to the publication, they will take many attempts to get the advert acceptable to you. The Designer will become impatient as the pressure grows to move on to other customers. Therefore, there is a happy medium of providing the publication with the right material so the advert delivered is exactly what you wanted.
(3) Use a Punchy Headline. Readers skim adverts, you should aim to have a punchy headline to grab their attention. Which of the following would you read :“Double the Visitors to your web site’ or ‘Bloggs and Co Website Extensions’
(4) Use pictures. These are really important to draw people to your advert. Consider building a running branding theme through your adverts to draw your loyal customer’s attention to them. Bear in mind, if its a publication, the quality and colour of the paper, and if its a web site, if the picture will clash with the web site.
(5) List Benefits. Once you have drawn the reader to your advert, establish interest by listing the main benefits your product or service will bring to the reader.
(6) Create Desire. With the reader now interested in your product or service, the next step is to close the sale, - ‘That’s a great offering, I want it!’.. There are various means of achieving this – Testimonials, Discounts, and so on.
(7) What Next? Now you have your prospective customer, your advert must be crystal clear as to what the customer does next. This should be assertive – ‘Visit our website now…’ rather than ‘If you would like to purchase …’
(8) Clarity Now you have all the elements, put them together and see how they look. Be as brief a possible without losing the core essentials above. The shorter the advert, the more chance the reader will read it all. It also has to fit into a restricted size, the more words, the smaller the font.
(9) Designers Notes Outside of the advert, write some notes for the designer regarding what’s important to you about the design of the advert. As the designer takes decisions constructing the final advert, this will help them make the right choices so the finished advert is as close to your ideal as possible. If possible, send a previous advert you liked to help the designer get a feel for your ideals.
(10) Be ready and available to make compromises. Sometimes for technical reasons, your ideal advert will not be achievable. Make sure you are available to the designer in the final stages, for final adjustments and to approve the advert in its final state. You are paying money for this, don’t let the advert go out without seeing it – chances are it will disappoint you.
Again, there is a considerable skill in putting an advertisment together to get the most return from it, and at Media Word Waves, we work with our customers to prepare advertisements geared for success. Contact us if you would like expert help in preparing your adverts for optimal success.
For information on our full list of services please use the following link Our Services