A lot of advertising sends a very confusing message to potential customers. Advertising needs to be planned and it needs to be simple.
Make some time to sit and think about the exact message that you are trying to pass on to potential customers. Give them a reason to pick up the telephone or to visit your business. Often advertising becomes cluttered and confusing because there is simply too much information in the advertisement. If you can’t summarise what you want your advertising message to say in one short sentence, go back to the drawing board until you can.
Once this magic sentence has been determined build your advertisement to portray this message clearly. Your advertising will have far greater results if you repeat this message rather than try to introduce lots of other startling facts and figures.
If you take a few minutes to flick through today’s newspaper have a look at the advertisements that really stand out and catch your eye. They are generally the least cluttered, they will have a clear message, they may promote a lot of products but there is no doubt about what they are selling and what the message is that they are trying to get across.
For advertising to work for any business, deciding what the specific message is that you want to pass to potential customers is critical and it is the best place to start. The more thought you put into answering this question the more effective your advertising will be.