The 4 Key Ingredients To Effective Advertising

4 key ingredients

As a supplier in the promotional products industry, branding is your business.  Not only is it your job to make sure that your products help the end buyers properly brand themselves, but you also must brand yourself to be able to compete in the industry.  Advertising through SAGE is an effective and affordable way to get your message out to your target audience.  Here are the four key ingredients your ad should include to ensure you get the highest return on investment.

1. Focus On Attractive Design

Getting viewers’ attention is your number-one goal with advertising.  If you don’t get their attention, your ad can’t accomplish what it’s supposed to.  Your ad space is limited, so you should keep your ad simple.  Cluttered ads tend to get overlooked because people can’t tell what the ad is conveying right away.  An ad that simply has your company logo on it will be more effective than one with three images and two paragraphs of text.  You should only use photos when appropriate, usually to convey what you’re selling, especially if a particular product is unique.  When you do use images, be sure to use a high-resolution image so your ad doesn’t turn out blurry or pixelated.


2. Convey A Clear Message

Clear and convincing copy is just as important as the design of your ad. Viewers should be able to tell at first glance what your ad is about.  Use catchy words that provide a value proposition.  The value proposition showcases the service or product your brand provides and calls attention to itself with attractive products, special offers and prices, such as “High quality,” “50% off,” “Limited time offer,” “Made in USA,” or “Free sample.” It should take up the most space in your ad and be the first thing that you viewers’ eyes are attracted to.  Make sure you maintain hierarchy within your ad.  Your value proposition should be prominent, followed by your call to action, then your logo.

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3. Include An Explicit Call To Action

The call to action is usually made of text or a button prompting the viewer to do something.  A simple “Click here to…,” could do the trick, but you can also experiment with other phrases, such as, “Learn More,” “Buy Now,” or “Get your free sample now.”  It should be a standout focal point of the ad, prompting viewers to click on it.  To make your ad even more enticing, one trick you can try is instilling a sense of urgency.  For example, phrases like, “For a limited time,” “While supplies last,” and “Ends Tuesday,” could all make a viewer act now, rather than seeing your ad and thinking they’ll check it out later.

With the exception of featured products, ads in SAGE Online and SAGE Web will link to your products, up to three sales tools, which can be documents, audio, video, URLs, etc., and will allow customers to contact you using SAGEim or email.  However, without an explicit call to action, viewers may not even know your ad is clickable.


4. Keep It On Brand

From your logo to the color palette and font choice, your ad should reflect your brand.  Your company logo must be included to build brand awareness. Make sure that it is visually dominant without stealing the spotlight from the value proposition and the call to action.


Keep in mind, just because your sales don’t skyrocket the minute you begin advertising, that doesn’t mean your ad isn’t doing its job.  Brand awareness is a very powerful effect of advertising and repetition is key, so don’t pull your ads if you don’t see results in the first month.  The more a distributor sees your ads, the more familiar they’ll become with your brand and you’ll be top of mind when their customer needs a product they saw you advertise.

Whether you want to promote a special or just increase your brand recognition in the industry, your SAGE account executive would be happy to work with you to come up with your custom advertising plan that fits your budget.  Don’t have time to design an ad or not sure where to begin?  The creative geniuses at SAGE ArtworkZone would be happy to design your ad for you!  Prices begin as low as $24 for simple artwork adjustments and can be ready by the next business day.

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