It’s always interesting when ad materials come across my desk, or arrive in my inbox. Some are awesome, some are great, but more than a few are just ok or leave one thinking why spend the money to place the ad, but little or nothing on the creative. Here are a few tips to consider when working on the creative and messaging for your next advertisement.

Have your target audience in mind. The most successful ads connect with an audience in a ‘voice’ they can understand. Customers should automatically understand that your offer directly relates to them.

Have a focal point. When looking at your ad, is your eye drawn somewhere or do you search for what you are supposed to read. Clean, clear design will help your ad stand out.

Have a clear message. Try to communicate to your audience a clear idea of what it is that you offer in a single sentence. If the reader only reads one thing on the page, make sure it is your headline. Short phrases are easier to digest than complicated ones.

Avoid clutter.  Oftentimes less is more. Every square millimeter of space does not need to be filled with content. White space is a good thing!

Use a call to action.  It’s good practice in an ad to inform an audience on what to do next. Simple and successful phrases asking to call for more information, visit a website, register now, etc. can help drive traffic to site or store.

Present a benefit. You will be a leg up on the competition if you can quantify to your audience how they will benefit from your product or service.

Make it easy to connect.  Including websites, phone numbers and social media accounts assure that when they are ready, customers can find you.

Incorporate these tips into your next creative meeting and you will be on your way to maximizing your ad performance. Good luck!