Chapter 4 - Marketing

Designing your ADS

You don't have to be a high priced ad executive to design effective ads (but it does help). You just need to understand the basic principles of design. And even if you forget the principles, just look at the ads in magazines or your local newspaper and decide which ones you like, and why. The format they use can be adapted to your own ad campaign. Nobody ever said you had to reinvent the wheel. Just make it fit your store.

Here are a few ideas to work with:

• Get to the point. Avoid using too many words that the customer isn't going to read anyway. Make every word count.
• Develop a "look" for your ads that is so consistent, readers will know it's your ad without even seeing your name on it.
• The simpler the better. It makes the design process easier and increases readability.
• Use illustrations of the featured product whenever possible. It's even better if the picture shows your product in use.
• Feature your best items. Unless you've got dollars to spare, there's no sense trying to make a winner out of a marginal product.
• Include the price or the price range. Customers are in a hurry and need information. If you're embarrassed that your price is too high ... then lower it!
• As obvious as it sounds, make sure your name and address are displayed.