designing effective advertising

Sutton UniversitySales and Marketing

Designing Effective Designing Effective AdvertisingAdvertising

Learn how advertising can

increase your sales!


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


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


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


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


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


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


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


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


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!


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

designing effective advertising

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