How To Make Advertising Pay

Trainer: Sarah J. Grezlik
Award winning sales and design

Advertising doesn’t pay:

Consider, a man wakes up in the morning after sleeping on an advertised bed in advertised pajamas. He will bathe in an advertised bath, wash with advertised soap, shave with an advertised razor, have a breakfast of advertised juice, cereal and toast which was toasted in an advertised toaster, put on advertised clothes and look at the time on his advertised watch. He will drive to work in an advertised car, sit at an advertised computer, drink his favorite advertised drink and write with his advertised pen. Yet this man hesitates to advertise, saying that advertising does not pay. Finally, when it is too late and his unadvertised business goes broke, he will then advertise it for sale.

From: Stephenson, J., & Thurman, C. (2007). Ultimate Small Business Marketing Guide (2 ed., p.111). Irvine, CA:
Entrepreneur Press.

Advertising Layouts:
Color, Layout, Text & Objects
These four elements should work together to communicate a message about the product and create branding for the business.

Target Audience:
What do you notice in the ad, is it speaking to the needs of your target audience?
What do each of the elements in the ad symbolize?
Colors often subliminally target certain emotions: Green often reminds us of money or ecology; the American flag can symbolize freedom, etc.

2 Key Questions:
1. What claims are the advertisers making about the product?
2. How do the color, layout, text & objects work together to help make those claims?

Is this good advertising?
1. What can you see in this ad? Your artwork should line up with your message.
2. What is the ad for? Are you promoting a sale or aiming for recognition in your field?
3. How do you know? Can you tell by the use of bursts that this is a sale ad?
4. Is it easy to tell? Doe your message stand out from the rest of the ad?
5. Is the ad effective? Is it easy to read, not too cluttered, art matches the message, etc.
6. How? Does it jump off the page and stand out next to other ads on the same page?
7. Does it make you want to buy this product or service? Ultimately … this is the goal. If the ad does not motivate return on your investment then the ad is not effective.

1. Write an effective headline – your headline should draw the consumer into the ad. A question that may be weighing on the minds of your target audience is a great way to pull them into the ad.
2. Appeal to the senses – Your senses motivate every decision you make. Have you ever caught yourself making a trip to the fridge after a mouth-watering commercial with a juicy hamburger?
3. Attract the audience with illustration – Your headline and your artwork should coincide … if your header is “Tired Achy Feet?” , then your illustration should demonstrate a person sitting down rubbing their tired achy feet.
4. Create a business logo – this logo will become your signature that you use to brand your image on the consumer’s mind. It’s like this, Pepsi and Coke Cola … the minute that you see or say either of those names you conjure up images of their logo’s in your mind. These companies recognized the importance of branding their image on your mind and they spent millions of dollars in advertising to stay at the forefront of your memory.
5. slogan – To this day when you think of Campbell’s Soup … the slogan “Mmm, Mmm Good” will pop in your mind. A slogan should be short sweet and easy to associate with the business.
6. Print advertising layout – layout’s have many aspects that need to be considered in the design and we will go over a few of these in the following section. One of the number one things that I always push is this … the art should NEVER face out of the ad. Art that is not placed properly can do more harm than good. If a subjects eye’s in a photo are looking away from the ad they are in, then the readers eye’s will follow them right out of the ad.

Max is 2-3 different fonts.
Use fonts that grab attention and are easily read.
Use line length that is approx. 39 characters

Body text
large size font should never be used for body text. A smaller size font than the headline font helps to distinguish between the two.

The “S” Shape method
The “S” shape method is used to remember the basic “flow” of an ad.
The top of your “S” is the Caption / Header (this is what draws the consumer into the ad) Ask a relevent question to capture the audience.
Example: Is your In-Grown Toenail causing you pain?
The middle of the “S” is the body of your text. This is where the answer to the question lies.
You do not need to suffer anymore. At Healthy Feet, we will resolve the root issue behind your In-Grown toenails to alleviate future pain.
(short, sweet to the point – you only have seconds to capture your audiences imagination – use those seconds wisely)
“We make walking fun again”
The bottom of your “S” is where the answer to the header lies – who can help me! This is where your logo, address and phone number lies … in some cases you will also have the business hours. If they are not absolutely necessary … leave the hours out .. they take up VALUABLE white space and in the instance of a medical professionals ad they are not necessary as an appointment is almost always needed to see the doctor.

(logo) Healthy Feet
(address) 111 Fungus Foot Rd., Footsie, GA 00000
(phone) 1-800-TOE-PAIN


Malachi Marketing LLC can be reached at 330-827-8394. We have Independent Sales Consultants to help you with all of your marketing needs. From Print Products to Marketing Strategies including Co-op Reimbursement Management.

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