FIVE important things to consider when planning the content of your advertisement


1. SIZE MATTERS Content will often be dictated by the space available.


If you have a quarter page advert you need to have a lower word count then if you had a larger advert and any pictures you use must still have impact at this smaller size.


2. BE CONCISE WITH YOUR ADVERT COPY Having lots of words does not equal getting your money’s worth.


An attention-grabbing headline allied with brief and punchy advert copy is usually more effective in getting your message across.


3. ADVERTS ARE NOT VIEWED IN ISOLATION A magazine will contain many thousands of words.


In this text heavy environment an image-free, overly-wordy advertisement won’t catch the eye of the reader.


4. TARGET YOUR ADVERT Is your advert aimed at the general reader or a specialist?


Too much industry-speak, confusing infographics and technical language can be off-putting for anyone except an expert in a particular field.


5. A PICTURE GETS YOUR MESSAGE ACROSS We grasp and absorb images far more readily than text.


When working with print advertisements a perfectly judged, evocative and eye-catching image is proven to be something that hits the nail firmly on the head.


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