Good Advertising Means Making a Great First Impression
"You never get a second chance to make a first impression"… and in the case of advertising, truer words were never spoken. Brochures and advertisements are often the first communication between your business and your potential customers, so the image of your business depends on them.
All of the elements of your advertisements carry a message - the pictures, the layout, the colours and, above all, the words (or "copy"). Often it isn 't what you say but how you say it that makes the difference between communicating the way you intended - and the way you didn't intend with your target audience.
So, who writes the best text for advertising? Like designing a product or managing a business, writing marketing copy is a special skill, so a professional writer is your best choice. Many business people think they should write their own marketing copy, because they know their business best. And they're right they do know their business and their market best. But they should partner with a professional writer to make their knowledge, ideas and messages come to life. The fact is that most people who are not in the business of words lack the skill and experience required to create the right tone and style. But just what makes a good advertisement?
Good advertisements are:
Entertaining both fresh and interesting.
Informative they tell your customers what you want them to know.
Appropriate customers are comfortable with the content, vocabulary, tone and style.
Well designed - layout is appealing, attractive and complements the text message.
Well illustrated - contain the right pictures or graphics with a few words to clarify what the picture is saying.
Well written grammatically correct; no spelling errors. There are some other critical elements of advertising that also should be considered when developing an advertising piece. Is the choice of type and image professional? Does the text consist of a few, well-chosen words? Everything, even the paper you print on, carries a message.
One of the foremost authorities on advertising, David Ogilvy, says the fact that few people actually read the average advertisement is in most cases the fault of the design. The layout, graphics and text must work together to effectively communicate the message. It is not uncommon for the visual image to dominate to the point where the brochure or advertising looks terrific, but the message is entirely lost.
With this in mind, give careful consideration to the development of your next advertising piece, program or campaign by asking the following questions:
What do you want to achieve? (the purpose)
Who will receive the advertising? (the audience)
What do you want to tell them? (the content)
What format will be used? Booklet, brochure, newspaper, magazine, billboard, online?
What software and hardware resources do you already have or want to use, and what are their specifications?
What are your document management requirements?
What is your budget?
Once you've determined the fundamentals, call in the specialist skills needed to bring your ideas and your business to life for your customers. For more information on developing advertising campaigns, promotional materials or special marketing programs, contact 5th Business. Our Marketing Mix services can help you create innovative, dynamic marketing programs and materials that deliver results fast.
"You never get a second chance to make a first impression"… and in the case of advertising, truer words were never spoken. Brochures and advertisements are often the first communication between your business and your potential customers, so the image of your business depends on them.
All of the elements of your advertisements carry a message - the pictures, the layout, the colours and, above all, the words (or "copy"). Often it isn 't what you say but how you say it that makes the difference between communicating the way you intended - and the way you didn't intend with your target audience.
So, who writes the best text for advertising? Like designing a product or managing a business, writing marketing copy is a special skill, so a professional writer is your best choice. Many business people think they should write their own marketing copy, because they know their business best. And they're right they do know their business and their market best. But they should partner with a professional writer to make their knowledge, ideas and messages come to life. The fact is that most people who are not in the business of words lack the skill and experience required to create the right tone and style. But just what makes a good advertisement?
Good advertisements are:
Entertaining both fresh and interesting.
Informative they tell your customers what you want them to know.
Appropriate customers are comfortable with the content, vocabulary, tone and style.
Well designed - layout is appealing, attractive and complements the text message.
Well illustrated - contain the right pictures or graphics with a few words to clarify what the picture is saying.
Well written grammatically correct; no spelling errors. There are some other critical elements of advertising that also should be considered when developing an advertising piece. Is the choice of type and image professional? Does the text consist of a few, well-chosen words? Everything, even the paper you print on, carries a message.
One of the foremost authorities on advertising, David Ogilvy, says the fact that few people actually read the average advertisement is in most cases the fault of the design. The layout, graphics and text must work together to effectively communicate the message. It is not uncommon for the visual image to dominate to the point where the brochure or advertising looks terrific, but the message is entirely lost.
With this in mind, give careful consideration to the development of your next advertising piece, program or campaign by asking the following questions:
What do you want to achieve? (the purpose)
Who will receive the advertising? (the audience)
What do you want to tell them? (the content)
What format will be used? Booklet, brochure, newspaper, magazine, billboard, online?
What software and hardware resources do you already have or want to use, and what are their specifications?
What are your document management requirements?
What is your budget?
Once you've determined the fundamentals, call in the specialist skills needed to bring your ideas and your business to life for your customers. For more information on developing advertising campaigns, promotional materials or special marketing programs, contact 5th Business. Our Marketing Mix services can help you create innovative, dynamic marketing programs and materials that deliver results fast.
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