Last week, I expressed my frustration at the lack of inspiring, effective or noteworthy green advertising. To take last week’s post to another level, I’d like to reference the January/February issue of eco-structure, (one of my favorite pubs) and point out some tips on print advertising.
If you’re already advertising in trade publications or are pondering the thought of doing so, the following breakdown may help point you in the right direction. Or, maybe you’re just the people these ads are trying to reach. If so, speak up and let us hear your thoughts.
This issue contains 29 product related ads. Eleven of the 29 (38%) are for roofing products, more than any other building component. This is bad news if you’re one of these manufacturers. So, how are you supposed to stand out among 10 competitors?
First things first:
Just create a nice-looking ad. Is your ad visually intriguing? Is it easy to flip past and ignore? Sounds like advertising 101, and it is, but flip through this issue and tell me if there’s a single roofing ad that captures your attention. If you create ads in-house, hire a designer to streamline and touch up the ad, it’s worth the money.
Keep it simple.
Ad copy should be absolutely minimal. Too many ads have too much copy. How is your audience supposed to find key messages when they’re buried in a 150-word paragraph? Keep it simple visually too. I’m a writer, not a designer but the same rules apply. Don’t add more shading boxes, images or cutaways than necessary. Show one project, not five.
Call to action.
This is the single most important element of ad, yet so many hide it from the reader. Within two seconds of looking at your ad, I should know exactly what you want me to do. It can be as simple as visiting your website. Guide the reader to the URL and instruct them to take action.
Test the ad.
Hold the ad an arms length away. Can you tell what the ad is for? What the key benefits/advantages of your product is? Does it look like every other ad in the issue?
Show a draft to a few different audiences. Someone with no knowledge of your product or industry will offer a different view than someone from the audience you’re targeting, yet both criticism may be equally as important.
Be honest with yourself
If you’re not experienced in creating ads for your audience, consider finding someone who is. There’s a reason a marketing industry exists and it’s because there are measurable differences, in appearance, effectiveness and value, in professional advertising and marketing.
Your ad will serve as your company’s first impression to many, what is it saying?
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