Is your Advertising Art? If not, it’s likely not effective, because Advertising is Art. That’s why it’s generally done by well-trained graphic designers who understand the importance of visuals and getting the eye to connect to the brain. In terms of commercial advertising, the artistry of an ad is important for letting the consumer make an emotional connection to your business story.
Most small to mid-sized businesses make the error of treating their ads as glorified listings. Their ads display their company name, phone number and perhaps web address. Many company names are the owner’s name, giving the customer no clue as to what you do. The lack of creative copy does nothing to entice a new customer to give a company a try, or understand why your company is the one worth aligning with in a sea of similar businesses. And yes, the Copy is Art as well.
Not all exterminators, car dealerships, grocery stores, or gas stations are alike, and yet they tend to make their ads excruciatingly similar. Differentiation has always been critical, but is even more so in the digital age, when competitors are as likely to come from around the world as around the corner.
Want your advertising to be effective in connecting with a prospect or potential customer? Don’t save money on artists. Many broadcast and media companies offer to do your ads for free, or at low cost. It’s their way of enticing you to give their medium a try, and reduce your overall costs so you can afford their space costs without incurring other production fees. Unfortunately, Advertising is like everything else. You get what you pay for.
Have a limited budget? Give a rising young student a shot. Or, there are many freelancers out there today who would love to give you a good artist’s rate in exchange for the experience, added income, and portfolio beefing. Good to great artists are worth their weight in gold, yet artists tend to be highly underpaid, so make a connection with someone now who will value your relationship and keep you looking “cool” long after they’ve been discovered and raise their own rates.
The Walk-away: Ads are not one-size fits all. An effective ad is exciting to watch and artfully gets your message across even in a very crowded field.