There’s a lot to be said for simplicity, especially when it comes to advertising. Let’s face it- most people just don’t pay attention to ads. I guess that’s because we are inundated with advertising. Wherever we go we encounter ads – complicated ads, tasteless ads, self-centered ads, ads that yammer on. So why should we pay attention?
This just proves that most marketing materials, even professionally prepared materials, are very poorly done. The message is rarely clear, concise, compelling, credible, relevant, unique or even SIMPLE. Saying MORE in our ads and marketing does not make the message better. In fact the more information an ad tries to communicate the less effective it is. Most ads try so hard to state their competitive claims that they push more people away then they attract.
Most ads fail miserably in four key areas:
- Wrong Orientation – focused on what we do (the logical side) rather than what they get (the emotional side).
- Weak Content – not enough relevant information to persuade and they contain poor or no evidence.
- Tasteless Layout or Design – creates the wrong image, difficult to read and too cluttered to be effective.
- Overstating or Overcomplicating the Message – damages credibility and impedes comprehension.
Here is a great example that demonstrates before and after yellow page ads for a veterinary hospital. The first ad focuses on all the LOGICAL reasons to buy and the second ad focuses on the EMOTIONAL reasons. Which do you think is more powerful?
This is a typical ad that demonstrates why MORE is NOT better. It communicates almost No benefits, yet it does not use negative space at all. And is that supposed to be an ark? Compare this with the ad below and it’s obvious why it doesn’t work. Additionally, this ad cost a fortune because it has 6 “spot” colors which are used very poorly. It’s only saving grace is the fact that the phone number is very apparent. Yet it does not give us a reason to dial it.
Look at your marketing material and hold it side-by-side with your competitors. How different is it? Could you just change the name and logo and the message would be the same? If so, then you may want to spend some time revamping your ads and marketing communication material.
In our NEW “Generating Ad Response” learning program we show you dozens of ads for all types of businesses – professionals, retailers, distributors, manufacturers, financial institutions, service businesses, and more. We teach you a powerful method of creating headlines and subheadings using five different strategies (problem, solution, motive, analogy, and combination headlines). We demonstrate how to design ads that “get attention” with information on how and when to use testimonials, leverage endorsements, lended credibility and powerful call to action closings. We present the 12 rules of creating compelling visuals and look at how to use illustrations and royalty-free photos effectively. We also establish guidelines for color and layout and talk about a 5 step formula for writing benefit-oriented ad copy. We include a primer on layout and demonstrate with specific examples how to effectively use negative space. Finally we discuss how to make this work in all types of marketing materials like brochures, flyers, ads, web sites, and more by showing you dozens of samples and tearing them apart. There’s even a test at the end to ensure you fully understand the principles.
The “Generating Ad Response” program contains a 30 page manual, 2 audio CDs, interactive forms and email coaching for only $111. E-mail Matt Walker for more information about this new program, and look for it to be available for sale on our website soon. Attract More Business One Day Workshops
By popular demand, we are now offering the Attract More Business one day workshop. This full day workshop incorporates content from our “Attract More Business” learning program and 8 week class. The workshop will be held from 9am to 5pm on June 11, 2005 in Long Beach, CAand August 25, 2005 in Pasadena, CA. Attendees of the workshop are eligible for 2 follow up 30 minute coaching sessions. As a special bonus when you attend the Attract More Business one day workshop, you will receive our audio CD on “Branding in the 21st Century.”Sign-up at: Attract More Business One Day Workshop.