Making Your Message Simple: When Less Really is More!
By Chase McKeague
In newspaper advertising, you have a limited time and space to express your message. Instead of being intimidated by those limits, take advantage of efficient space usage and a direct approach. One way to empower your message is to simplify.
Unless you are running a full-page newspaper ad, you will have to compete against other advertisers or news-a formidable task. By simplifying, you can ensure that your readers remember the most important facets of your ad, rather than burdening them with a morass of details. Remember: The ad's purpose is to increase traffic. Review your ad and determine whether there are areas that you can delete, paraphrase or condense.
Simplification is helpful in all areas of your ad: design, copy and art. When starting (and reviewing your ad), answer these questions:
- What is the one idea that I want my reader to remember?
- How does the headline express my message?
- What does the visual mean to the reader?
- Does the overall design of the ad reflect my message?
Idea
In each area, you probably can stand to simplify something. Take the idea, for instance. Remember that your readers are looking at many different ads in addition to yours. They don't have time to take notes on each. Your message must be as uncomplicated as possible. Pare it down to the bare minimum-your readers will remember it. In addition, a one-dimensional message is easier to communicate in the ad.
Headline
Besides a dominant photo or artwork, the headline is the first element that the reader sees. First, make sure the headline is large enough to be noticed-no matter what else is in the ad. At the same time, the headline should be short. A headline checklist:
- Keep it to no more than three lines (preferably 1-2).
- Use one typeface throughout the headline.
- Eliminate implied words (e.g.-"is," as in "A Huge Sale (is) Today!").
- Use language that expresses a visual image.
Copy
Copy can often get out of hand and bog down an otherwise well-designed ad. Some tips:
- Use bullet points whenever possible.
- Keep copy to a column width-avoid wide lines.
- Use the same typeface throughout copy points.
- Allow space between lines, but keep space between letters close.
Art/Photos/Logos
As the central focus of most ads, product art or photos must provide a singular visual reminder for the reader. In addition, since they are such an active part of the ad, they should also be kept the cleanest or simplest. Remember:
- Use white space around photos.
- Regarding art and photos-the fewer the better.
Whether it is for your business or the brands you sell, logos are an important visual to make your reader remember. Bigger is better to a point (don't conflict with headline or photos), but placement is a key, as well.
One centrally located logo is better than two smaller, haphazardly placed logos. However, top and bottom repetition is sometimes helpful in building awareness.
Place product logos in "meaningful" areas-near a price point, under a photo, etc.-not in random locations around the headline or by the call-to-action.
Try to feature your business' logo almost as much as the headline or offer. Center it at the bottom of the ad and surround it with white space. This can help build awareness even if the offer doesn't draw the reader in initially.
Chase McKeague is President of National System, Inc. cmckeague@dealeronline.com
