Page 19 - March April 2015

So what makes an ad have visual appeal?
Space is the Place
Ads that are crowded with text, or have text that is so small it is not easy to read, will cause readers eyes to slide right past them.
To avoid the pitfall of crowded, squished up text:
• Choose an ad size that will accommodate your message.
Saving money by choosing an ad too small to convey your message is a waste of money. No one will look at, let alone bother to read a tiny ad crammed with text.
• Keep it brief, concise, and to the point – no matter what ad size you choose. Readers do not expect to have
to read a novel when looking at an ad.
• Leave space between concepts, (i.e. between business name, main message, credentials, and contact information). When concepts are run together, readers’ brains can’t parse it quickly and will move on without absorbing your message.
• Arrange your objects, text boxes, and spaces so
that your eye moves around the ad in a circle or squiggle. Arrangements that are too symmetrical, with all objects and text the same value and the same size, appear static and boring. Such ads do not catch readers’ eyes. (Any great painting causes the viewer’s eyes to move around the painting, picking up details as the eye moves. So should your ad.)
Fonts – Please, My Eyes!
I love a gorgeous, flowery font as much as the next person. But fancy fonts are often just too hard to read in a print ad, especially ads that are smaller then 1⁄2 page. Keep it simple and easy to read. This does not mean you have to use inelegant fonts. Just don’t go overboard with fancy, curly, foofy fonts.
Use bolder and thicker fonts. Thin and narrow fonts are harder to read. Readers’ eyes will slide right past them.
Color is the Key
I should say color VALUE is the key. That is, it is important to show color contrast. Combine white with color, light shades with dark, dark print on white or light backgrounds, light print on dark backgrounds. If the color in your ad is all the same value, (all bold and bright, or all pale and pastel), your ad will not grab readers’ attention.
Text Me, Baby!
Like texting, keep your message simple and to the point. But use phrases that tell your future clients what you offer that is unique, what makes you stand out above the crowd. Make every word count. Write it out, then edit it. Then cut it down. Then reword it. Then edit it again, until your message is clear, concise, clever, and distinctive.
Location, Location, Location
Now you have designed a beautiful, eye-catching, informative
ad. You want it to be presented before the eyes of persons who are most likely to appreciate your products and services. If you are a holistic healer, you want your ad dollars to pay for copies of your ad to be placed in locations where the most eyeballs that see your ad are attached to folks who are already interested in holistic medicine.
You don’t want your ad dollars to be spent on magazines delivered indiscriminately to gas stations and burger stands. Your precious ad dollars are best spent on advertising in publications that are delivered exclusively to places where people who are already interested in what you have to offer shop, visit, gather and work.
Give it Time
Any marketing expert will tell you that consistency is the key to successful marketing.
• Choose a brand look, (color, logo, style) and stick with it so your future clients can recognize you every time they see your ad, flyer, business card or other literature.
• Place a series of ads over time, so readers see you over and over again. Readers judge you as serious and dependable when they see you consistently present in a magazine they respect.
• Purchase a block of frequency ads, (3 to 6 issues at least). Blocks of ads are significantly cheaper per ad then Open Rate, (one ad purchase). If purchasing a block of ads seems financially daunting, look for publications that will let you pay as you go with a frequency ad contract.
S-t-r-e-t-c-h Your Ad Dollars
Choose a publication that is published every month or every two months, rather then weekly. Ad rates per ad for weeklies are similar or more then ad rates per ad for monthlies. Ads in monthly publications stay on the newsstands and available to readers much longer then weekly newspapers.
Be sure the publication is archived online in a search engine optimized website so your ad has a robust online as well as a robust print presence.
The Purpose and the Joy of The Wave is to connect, nurture and grow our local holistic and metaphysical communities through the creation of a connected LOCAL economy.
How can we help you connect? We’ll be exploring more ideas in future articles and we’d love to hear from you. Email us with your questions, ideas, and suggestions for future articles.
wehearyou@woctoheal.com
May/June 2015
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