Simplicity has always been key in advertising — hence, the KISS method (keep it simple, stupid). Oftentimes, it is this concept that I find most difficult to convey, and as I look through our local publications each day, it is evident that many of our local businesses fall into the same pattern — trying to fit everything they do into one ad.
So I thought this would be a good opportunity to share some rules on developing a good ad. I call them my Simplicity Rules.
- Know your audience
- Advertise where the majority of your audience is likely to see it
- Pull readers in with a catchy headline
- If using a graphic, make sure it is relevant
- Copy content should be direct and to the point
- Hone in on the benefits of your product or service
- Keep plenty of white space
- Do not forget the Call to Action
- Provide contact information
- Do not clutter the ad
Lets face it, we are all on information overload. If advertising is not presented in a manner that is invited and enticing to our audience, no one will read it. Cluttered ads are stressful and will be overlooked.
Simplicity truly does rule! Try it out.
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