Tips for effective advertising

What you say and how you say it in words, sounds or pictures can be vital to your advertising success. Aim for your advertising to:

• be noticed
• be understood
• stimulate action (such as an enquiry or visit to your store)
• achieve an outcome (such as a sale).

The following tips will help you to meet these goals.

General tips

• Create a distinctive and recognisable format for your advertisements. Be consistent in using this style.
• Feature your branding prominently.
• Ensure that your advertisement is well organised and easy to follow.
• Always include relevant information your potential customers may want to know. E.g. opening hours or your shop address.
• Make it easy for customers to contact you — do you want them to visit your website, phone or email you, or come into your store?
• If you include your prices, make sure they are easy to find and remember.
• Ensure that all contact details, product information and prices are up to date and accurate.
• Use simple and direct language with everyday words that are easy to understand.
• Tell your customers how you can help them with their needs or wants.
• Make your unique selling proposition clear.
• Tailor your message, style and format to your target audience.

Newspapers, magazines, directories, direct mail and billboards

• Use a headline with powerful wording or a memorable graphic to capture attention.
• Make sure graphics are high quality so they look good both in colour and black and white.
• Do not include too much text, as most readers will only scan your advertisement for the key information.

Television

• Show the idea on the screen and back it up with more information (e.g. a print advertisement or brochure delivered directly to the viewer's home).
• Don't try to cram every product onto the screen — aim for an advertisement that is memorable, not overwhelming.
• Use professional actors (or acting students) or voice over artists instead of family and friends.

Radio

• Keep it simple and don't try to communicate too many ideas in a 30-second spot — one central idea is more likely to be remembered.
• Repeat the benefits of a product, the price and the name of your business so listeners will not forget it.
• Use a professional voice-over artist (or student) rather than trying to do it yourself.

Online

• Think about what will work best online — don't just take a print advertisement and upload it. You may just want a headline and a hyperlink to your website.
• As reading onscreen is not as easy as in print, make sure your advertisement is clean and uncluttered.
• Use the language of your target audience to keep them engaged.