designing effective advertising
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Sutton UniversitySales and Marketing
Designing Effective Designing Effective AdvertisingAdvertising
Learn how advertising can
increase your sales!
Sutton UniversitySales and Marketing
Keep It ShortKeep It Short
Research shows that you have about 3 Research shows that you have about 3 seconds to catch the reader’s eyeseconds to catch the reader’s eye
Keep headlines to 6 words or less
Use colour where possible
Always check your spelling and grammar
Sutton UniversitySales and Marketing
Make It InterestingMake It Interesting
Involve the readerInvolve the reader
Stress the benefits rather than the features
Make them thinkMake them think
Invite actionInvite action
Avoid passive phrasesAvoid passive phrases
Sutton UniversitySales and Marketing
Include a Great PictureInclude a Great Picture
Use a quality photographUse a quality photograph
Don’t be afraid to make images bigDon’t be afraid to make images big
Make the graphics stand out - try a thin Make the graphics stand out - try a thin borderborder
Avoid cluttering your ad with too many clip-art images
Sutton UniversitySales and Marketing
Tips for Taking a Great PictureTips for Taking a Great Picture
Never photograph a home straight onNever photograph a home straight on
Stand off to the side to give the photo more depthStand off to the side to give the photo more depth
Don’t shoot into the sunDon’t shoot into the sun
Get a piece of a tree or a branch with leaves in the picture Get a piece of a tree or a branch with leaves in the picture wherever possiblewherever possible
Close the garage door and move the trash receptacle out Close the garage door and move the trash receptacle out of sightof sight
Sutton UniversitySales and Marketing
Focus AttentionFocus Attention
When designing a headline pick the most When designing a headline pick the most important word and emphasize itimportant word and emphasize it
Make it BIGGER and Make it BIGGER and BOLDERBOLDER
If you are using colour,If you are using colour, redred stands out and is a stands out and is a great attention grabber and great attention grabber and blueblue recedes, recedes, making it ideal for backgroundsmaking it ideal for backgrounds
Sutton UniversitySales and Marketing
Limit the Use of Exotic TypefacesLimit the Use of Exotic Typefaces
Keep the text style consistent throughout the adKeep the text style consistent throughout the ad
Never use an exotic typeface in the body of the adNever use an exotic typeface in the body of the ad
Bold headlinesBold headlines
Avoid the use of all CAPITALSAvoid the use of all CAPITALS
Sutton UniversitySales and Marketing
White Space Is GoodWhite Space Is Good Don’t crowd every inch of your ad with Don’t crowd every inch of your ad with
texttext
Leave plenty of white space around Leave plenty of white space around your adyour ad
Let headlines and phone numbers Let headlines and phone numbers breathebreathe
Research shows that people will look Research shows that people will look at an ad with white space longerat an ad with white space longer
Sutton UniversitySales and Marketing
Contrast Is GoodContrast Is Good
Contrast is the key to a successful designContrast is the key to a successful design
Surround space in your ad with bordersSurround space in your ad with borders
When legibility, comprehension and When legibility, comprehension and retention go up so do salesretention go up so do sales
Sutton UniversitySales and Marketing
Use the “Use the “AIDAAIDA” Formula” Formula
AA TTENTION: TTENTION: Your lead lineYour lead line
I I NTEREST: NTEREST: Features of the homeFeatures of the home
DD ESIRE: ESIRE: How will it benefit the buyerHow will it benefit the buyer
AA CTION: Call Me! CTION: Call Me!
Sutton UniversitySales and Marketing
Advertise RegularlyAdvertise Regularly
You will:You will:
• Sell your listings fasterSell your listings faster• Receive more ad callsReceive more ad calls• Increase your bottom lineIncrease your bottom line