In the Creative Services Department at CPI, we see hundreds of ads. They’re spilling out of inboxes, piling up at the printer, maxing out the server… As we process submitted ads and design others for placement in our magazines, they become a source of regular dialogue. And the million-dollar question is this: What makes an ad stand out?
If you’re an advertiser, you’re looking for the fool-proof recipe that ensures your ad hits its target and brings in leads. Unfortunately, there isn't a universally applicable magic formula. But, I can offer my observations on what the standout ads have in common.
Simple IS better.
Invariably, ads that command my attention are those that keep it simple. In a sea of ads crowded with text and images, even a little ad whose creator took a page from the minimalist’s textbook of design will garner notice. Simple ads feel like a breath of fresh air. And the reader is, consciously or not, attracted to that. Next to 10 ads that shout in all-caps with five crazy fonts and pics of "every-single-product-we-sell," the ad that turns down the volume woos the reader. Pretty sneaky trick, getting readers to “rest” their eyes on your ad.
Beyond getting noticed, simple ads have a better shot at leaving an impression. In print advertising you have something like 4 seconds to grab attention. If a reader can grasp your concept in that amount of time, they are more likely to remember it. Thinking of one ad that stuck with me, I clearly remember the clean, bright image of a pendant and the three-word headline. We haven’t run that ad in more than two years, but I still see it in my mind’s eye and that is pretty powerful.
Advertisers often make the mistake of shoe-horning every last detail about their product into an ad. Wall-to-wall text is difficult to read and leaves little room for intrigue. When readers are provided with all the specifics, they will often make their decision, albeit premature, to not take the next step of calling or visiting your website. That’s that. A prospect lost. Instead, use a few choice phrases and a sharp product photo to pique readers’ curiosity and then fill in the details when they call!
Finally, be aware that there’s a fine line between simple/effective and boring/passive. Achieving “Simple Is Better” requires a discriminating eye; good font choices, balanced composition, and attractive product images are key. Consider these questions to help evaluate your ad:
• What statements are unnecessary? Expound the benefits of your product, but don’t waste space stating features, especially if the image clearly shows them.
• Can I state the necessary points in fewer words? Edit it down once, and then twice more! Avoid paragraphs, sentences longer than 25 words, and redundancy.
• Does the photography really show my product in its best light? If not, reshoot or invest in a session with a professional photographer. A poorly staged photograph can do more harm then good.
• Is there any visual crowding? If at any point you’re “trying to fit it all in,” you’re heading the wrong way. Prioritize what’s really important and give it room to breathe.
Need help from a pro? We're happy to help by consulting with you about your current ad, or by designing a new one from scratch. Just give us a call! [Originally posted to InspiredRetailer.com/blog, June 2009 ]
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