Tips for effective advertising
What you say and how you say it in words, sounds or pictures can be vital to your advertising success. Aim for your advertising to:
- be noticed
- be understood
- stimulate action (such as an enquiry or visit to your store)
- achieve an outcome (such as a sale).
The following tips will help you to meet these goals.
- Create a distinctive and recognisable format for your advertisements. Be consistent in using this style.
- Feature your branding prominently.
- Ensure that your advertisement is well organised and easy to follow.
- Always include relevant information your potential customers may want to know. E.g. opening hours or your shop address.
- Make it easy for customers to contact you — do you want them to visit your website, phone or email you, or come into your store?
- If you include your prices, make sure they are easy to find and remember.
- Ensure that all contact details, product information and prices are up to date and accurate.
- Use simple and direct language with everyday words that are easy to understand.
- Tell your customers how you can help them with their needs or wants.
- Make your unique selling proposition clear.
- Tailor your message, style and format to your target audience.
Newspapers, magazines, directories, direct mail and billboards
- Use a headline with powerful wording or a memorable graphic to capture attention.
- Make sure graphics are high quality so they look good both in colour and black and white.
- Do not include too much text, as most readers will only scan your advertisement for the key information.
- Show the idea on the screen and back it up with more information (e.g. a print advertisement or brochure delivered directly to the viewer's home).
- Don't try to cram every product onto the screen — aim for an advertisement that is memorable, not overwhelming.
- Use professional actors (or acting students) or voice over artists instead of family and friends.
- Keep it simple and don't try to communicate too many ideas in a 30-second spot — one central idea is more likely to be remembered.
- Repeat the benefits of a product, the price and the name of your business so listeners will not forget it.
- Use a professional voice-over artist (or student) rather than trying to do it yourself.
- Think about what will work best online — don't just take a print advertisement and upload it. You may just want a headline and a hyperlink to your website.
- As reading onscreen is not as easy as in print, make sure your advertisement is clean and uncluttered.
- Use the language of your target audience to keep them engaged.
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