July 22, 2013 at 9:33 AM

40/40/20 Rule of Creating a Great Ad

Smart Monday/Process

By James Glover

Once a Day Marketing

James Glover, That Branding Guy, provides the inspiration and ideas for you to build more mindshare and capture marketshare with your customers in his Once a Day Marketing blog. Tune in often to his short, entertaining and practical marketing and branding tips and watch your organization become more successful and profitable.

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Once a Day Marketing™ featured video blog: What Makes a Good Ad

Hello, I’m Jim Glover, That Branding Guy, for Once a Day Marketing™. Today is Smart Monday and we are looking at the elements of crafting a great print advertisement.

The 40/40/20 Rule is very straight forward. 40% of your ad should be about your target audience, 40% describe your offer and the remaining 20% focused on the creative.

Start by knowing who your audience is or your message isn't going to be relevant and won't resonate. When you are developing your ad ensure you are targeting the right potential customers and your message is aligned to that group.

Next is the offer. Provide an offer your customers will care about. Design a promotion that will inspire potential customers' interest in purchasing your product and has a call to action.

The last component is the creative design of the ad. One of the 7Ps of Marketing is physical evidence; your ad has to look good as well as contain the other core elements. When all of these items come together, you should have an ad that will drive traffic and benefit your business.

As you are producing your next ad, keep 40/40/20 in mind. Don't get caught in the trap of going straight to design. The process is to target the right audience with a compelling message and then make it look good.

Once a Day Marketing™ positions brands to become #1 in the minds of target customers. Visit our website at www.onceadaymarketing.com. Contact James Glover at (505) 501-1330 or email glover@onceadaymarketing.com. Listen to Ask Those Branding Guys™ every Monday at noon (MDT) streaming live on SantaFe.com KVSF 101.5 FM.

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