Hello, I’m Jim Glover, That Branding Guy, for Once a Day
Marketing™. Today we are looking
at the key components to creating a great print advertisement.
The
guideline is the 40/40/20 Rule and it’s very straight forward:
- 40% of the ad should be about your target audience
- 40% describing the offer
- 20% focused on the creative elements
First,
understand the characteristics of audience you are targeting. Then, craft a message that is relevant and
will resonate with them. If you have
diverse target groups, create a separate message for each one rather than using
one less specific message. When
developing the ad ensure the message is aligned to the group you are focused on.
Next is the
offer. Provide an offer customers will
care about and respond to. Design a
promotion that will inspire potential customers' interest in purchasing your
product and contains a call to action.
The last
component is the 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 great.
© 2015 Once
a Day Marketing™. All rights reserved.
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