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Winter 2003
Advertising do’s and don’ts
Use these helpful tips to maximize the impact of your printed advertisements, whether they appear in the
telephone directory, on flyers or in your local newspaper.
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Don't |
- Make every word count. People usually scan ads in a hurry, so get right to the point. Deliver your message in clear, short sentences.
- Develop a consistent look. This way, customers will recognize it’s your ad without even seeing your name. Use consistency in such things as logo, colour, typography, margins, borders and spacing.
- Keep it simple. Your layout should lead the reader’s eye easily from the illustration and headline to your main message. Uncluttered, simple elements work best.
- Feature your hottest products or services. Use pictures or illustrations of your in-demand items, and show the product being used, if possible.
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- Pack too much information into your ad. If there are too many words, your readers will turn away.
- Advertise slow-moving products or services. Don’t waste ad space on items that nobody wants.
- Forget to include the basics. Make sure your business’ name, address, phone number, hours of operation and all relevant prices are listed.
- Be overly subtle. Humour and clever quips can interfere with your sales message. Use them sparingly, if at all.
- Forget to do a final proofread. Double-check all copy, especially your business’ name and telephone number.
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