New Discussion: Really – Sweat the Little Things!

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Really! It’s the little things that can ruin an advertising (or any) promotion piece. Your target audience and prospective clients shouldn’t have their attention taken away from your prime message by things that could have been controlled. Once you decide what your message is you need to pay particular attention to its execution.

Example: I was viewing a bus card promoting a new special bus service. At first glance it seemed fine, but as I began to read the text dealing with where the new route would be, and it’s schedule – my attention was drawn to the photo. It was a nicely staged and cropped portrait – the head and shoulders of a well dressed business man riding the unfortunately, my attention was drawn to a small blotch in the middle of his forehead – which could have easily been retouched. Then there were the two interior bus lights: one running into his ear, and the other into his neck. Now that I was really distracted, I noticed that his tie was just a bit askew to one side – just enough to indicate the he was not so well dressed. I never did fully read the text!

Example: a poster running for Goggle Play which read: “Method Man, I Love You, Man” on the first line and “& The Amazing Spider-Man” on the second line. At first read there appears to be four titles instead of the intended three titles. Why confuse your audience when the grammar could be easily corrected – if reviewed by a proof reader?

Example: an ad running for a museum exhibit that didn’t play to the correct target market. It was aimed at a sophisticated upper class market when it should have been directed to those people who would actually be attending the exhibit: families, parents, kids, and tourists. I can just imagine how many people had no idea what the ad was about: “For the Maharajas looking good was half the battle“ followed by a photo of a war helmet. Know your target audience – don’t shoot yourself in the foot!

I’m sure that some people “got” these messages, but what about those people who were confused? Was a potential sale lost because no one paid attention to the details? You bet!


About Nate Marks

We live and work in a world of visual images.
This entry was posted in Branding, Business, Design, Marketing and tagged , , , , , , , , , , , , . Bookmark the permalink.

One Response to New Discussion: Really – Sweat the Little Things!

  1. Mike Willett says:

    Ah, once again we receive a call to “common sense”, and according to my late father, a teacher, we all know that “common sense is terribly uncommon”. Does it work? You bet! Does it apply to the world of advertising? More than ever! Why, then, is it so sparse, so little used, over looked, ignored?

    Some of the terms of hiring an agency and consequently their copy writers, we really should ask for a schedule of their grades in English, but more than that, ask to see what they’ve written before. If you find no common sense, wouldn’t it behoove you to reconsider your agency choice?

    Make sure your ad message is well written, understandable, and with little effort…makes sense! Common sense! If it doesn’t, consider another angency!

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