When
designing an advert, how should we prioritise the numerous
benefits our company offers to prospective clients?
Giving as much
information as possible in the hope more people will find
at least one benefit you offer appealing is a false hope.
You should not expect any one advert to do ten different
things or you’ll get one tenth the results or worse,
none at all!
Set priorities – what makes you current clients buy your product? – and
then focus on the most important benefits or run additional adverts with different
priorities.
Wisdom from Do-it-yourself advertising and promotion by
Fred E, Hahn and Kenneth G. Mangun
The Rule of Three
The advertising “Rule of Three” states: “An ad must appear
at least three times in media read by the same audience before you can expect
it to be seen (paid attention to) once.” This does not mean before anyone
will see it once, but before the majority of your target market audience will
notice it at least once. In print media, national advertisers consider a range
of three to ten exposures as the minimum required effectiveness.
