Sometimes less is more. Some of the best ads feature a simple headline, a few lines of copy, a clear call to action and how to contact the advertiser. Too much copy kills the ad-- whether it's a display ad in print or online. Trying to put too much info into a small space suffocates the message and turns the reader off. Take for example this skyscraper I discovered on the Nashville Tennessean. The Graham Group offers to transform your garage or closet. $200 is up for grabs for registering online. From there this ad goes downhill. The layout is cluttered. Photos are too small. An overdose of ad copy hurts your eyes, makes you look the other way. A better approach would feature a photo that dominates the ad space, a one or two word benefit headline and a just enough copy to make you click for details. Add animation so the story can be told in two or three transitions. Beef up the offer from chance to win $200 to a bigger sweepstakes or cash discount with order and you have a winner.
No comments:
Post a Comment