 Focused Advertising Works Best!
It's not always the flashier ad that gets noticed. Sometimes, simple ads can actually have a bigger impact on your target market. Customers are more likely to pay attention to an ad that says less but means more.
Do Less With Ads and See More Results
If your ads aren't getting the response you had
hoped for, then it's probably time to simplify. Go with ads that don't
overwhelm.
The Following Will Help Simplify Advertising
One way to do less with ads is by selecting the words that you intend to use very carefully.
Why would you want to use two sentences when your message can be
delivered in one? Quality is more important than quantity. Also, don't use words that require the reader to pick up a dictionary!
The KISS acronym "Keep It Simple, Stupid!"
Simplify your ads by
minimizing unnecessary graphics. For online advertisements, a simpler
ad takes less time to load, and appears neat and clear. For offline
marketing ads, this means less expense and more room for your message.
Readability
Do away with fancy fonts and cluttered layouts. Not
only do these compromise readability, but they take longer to make,
cost more, and deflect from the message.
Focus on Benefits
State the most important benefit in your ad in a
clear and concise manner. The more you focus on the benefits, the more
you'll stay focused on your message and avoid wandering in your ad.
Response Counts
Remember that the goal of doing less with ads is
still to get maximum response from consumers. So think long and hard on
what wording you need to cut back on, without sacrificing the true message.
Action Steps to Do Less With Your Advertisements
- Take a long, hard look at your ad and see if it violates any of the tips above.
- Make a list of improvements for the ad.
- Before
you make any changes, ensure that you have an accurate figure on how
good your current ad is (i.e., how many sales has it brought your
online business?).
- Make the changes you want and test the ad on a small group for feedback.
- Mention the most important benefit in the fewest words! Be clear and to the point.
- When
you're ready, launch the new ad and track results. (Don't forget to
compare it with the results you got with the previous ad.)
Important Points to Do Less With Your Advertisements
- Say more... with fewer words.
- Do away with images and graphics (or at least use only a few and only when absolutely necessary).
- Avoid fancy fonts and complicated layouts.
- Be clear and to the point.
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