- Your concept focusing too heavily on your product’s features instead of the benefits you offer potential buyers. People will respond because of the benefits out of your product, such as convenience, wealth, happiness, safety, intelligence, entertainment, etc. Customers are less responsive to features you put into your product, such as size, weight, durability, company experience, friendliness, etc.
- Your concept uses too many different type fonts and design “doo dads.” Uncluttered, seamless advertising allows people to get to the main point faster.
- Your concept attempts to present too many benefits or ideas at one time. Good marketing focuses on the single most compelling reason customers should stop and read and respond to your offer over what competitors offer. This focused benefit should be front and center in your advertising. All other benefits and product features should be secondary to the main message.
- Your concept relies on “borrowed interest” to present your message. The visual image or metaphor you are featuring in your ad design is too far removed from your actual product. Introducing unrelated ideas only confuses potential customers.
- Your concept relies on too much copy. Sometimes less is more. Too much copy crammed into a limited space makes the reader work too hard and they will move on. Try to focus on they main benefit you offer and limit the supportive copy to “proving” you can deliver on the promised benefit.
- Your concept will not reproduce well in publications
- Your company logo is too prominently featured. People are more interested in promises of what you can do for them than your company name. Reducing the size of your logo will give you more space to sell without sacrificing response.
- Your concept lacks an incentive to respond, or a means to respond. Your concept should guide the potential customer to take the next step, whether that is to log onto your website, call a number, show up at an event, bring a coupon to a store, or accept an incentive to act.
- Your concept does not clearly explain your product or service. Curiosity killed the cat and it can kill off potential customer interest too. Don’t make people work too hard to understand your message.
- The tone of your ad design concept is inappropriate for the type of benefit you offer. Think of your product or service as a person. What’s the personality trait? Intelligent, quiet, fast, strong, sexy, sympathetic? The words and images you use in your ad concept should match the personality of your product or service.
Affordable Print Ad Design for Small Business.
