Hello, I’m Jim Glover, That Branding Guy, for Once a Day Marketing™. Today is Smart
Monday and we are looking at the elements of crafting a great print advertisement.
The 40/40/20
Rule is very straight forward. 40% of
your ad should be about your target audience, 40% describe your offer and the
remaining 20% focused on the creative.
Start by
knowing who your audience is or your message isn't going to be relevant and
won't resonate. When you are developing
your ad ensure you are targeting the right potential customers and your message
is aligned to that group.
Next is the
offer. Provide an offer your customers will
care about. Design a promotion that will
inspire potential customers' interest in purchasing your product and has a call
to action.
The last component
is the creative design of the ad. One of
the 7Ps of Marketing is physical evidence; your ad has to look good as well as
contain the other core elements. When
all of these items come together, you should have an ad that will drive traffic
and benefit your business.
As you are
producing your next ad, keep 40/40/20 in mind.
Don't get caught in the trap of going straight to design. The process is to target the right audience
with a compelling message and then make it look good.
Once a Day Marketing™ positions brands to become #1 in the minds of target customers. Visit our website at www.onceadaymarketing.com. Contact James Glover at (505) 501-1330 or email glover@onceadaymarketing.com. Listen to Ask Those Branding Guys™ every Monday at noon (MDT) streaming live on SantaFe.com KVSF 101.5 FM.
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