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Why quality design is so important
Quality design is much more than making things look pretty! Of course, attractive materials are going to influence the attention received from your materials, but intelligent design is essential to make sure that your sales message comes across in a way that is going to maximise the RESPONSE potential.
Anything you order from this catalogue goes through our talented designers AND marketing professionals to ensure that your copy will tick all the right boxes.
Common marketing mistakes
OVER-FILLED DESIGN
Including EVERYTHING you do in an attempt to appeal to EVERYONE is easy to do - BUT is the number one response killer. Over-filling a design results in a uniform message due to the restrictions on layout. An advert without variety and focus is WILL NOT GET NOTICED! Worse still, in the event that it does get read, over-informing your potential customers in advertising literature may actually result in a call to your competitors to compare details! Less definitely IS more - create a ‘desire’, not a complete breakdown of all that you offer.
FEATURING THE FEATURES
A decision to react to an advert is instigated by an emotional response. Features are neccessary to back up and put logic to an emotional reaction, but you need to push the BENEFITS in your artwork. People don’t buy silver-plated twin screen speaker cable - they buy better sound for their hi-fi system. People buy outcomes. Telling focuses on the sender - selling focuses on the receiver. Telling does not get results - make sure you feature the BENEFITS!
Essential advert elements
• Use a STRONG TITLE
The headline is what’s going to grab people’s attention.
A company name doesn’t draw people in, nor does it evoke a reaction or response!
• Sell the BENEFITS
Tell the reader how your product or service will benefit THEM
• Keep it SIMPLE
Don’t overcrowd your message!
• Encourage ACTION
A customer needs to be told what to do! Include a call to action - what they need to do, how they will benefit, when they should do it... e.g. ‘Call now for a FREE demonstration of how our product can IMPROVE YOUR LIFE’ (save time or money, make you feel good etc)
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