Advertising Question of the Week: What Are Some Design Essentials for Effective Online Ads?

We could spit out a hackneyed laundry list of how to use color, graphics, images and selective accents to make online ads that are engaging, relevant and well-timed. 

But rather than induce catatonia with yet another design tutorial, we’ll attempt to answer this question from a broader perspective. 

So here goes:

1. Keep It Simple

The wildly expressive creative type never wants this directive.

Ah, if only advertising were as gorgeous, dynamic and beautiful as a Pride Parade. Then writers and designers could openly and freely express themselves. But the sad truth in advertising is that when everything stands out, nothing stands out. As it turns out, simple advertisements are just easier to understand than those that are complex. 

So think more Lenny from Of Mice and Men, and less Pythagoras from…um, his theorem. 

Ease up on the excess verbiage. Ads should be designed to ultimately drive traffic to other places - namely one’s website where verbosity rules. When viewers are given TMI in a short amount of time, they can become disinterested, distracted, unable to later recall the information, and possibly develop a need to draw blood.

Plus, if there’s too much stuff gumming up the works - and not just excess content, but also lots of showy images - the page will take a long time to load. People won’t like you if you do that.   

2. Remember to Whom Your CTA Is Calling

You need a call to action (CTA). That much you know.

But for your CTA to be effective, it should be visually appealing and focused on value. Now obviously, what’s visually appealing and of value is going to differ vastly for a 24-year-old versus a 77-year-old. For example (and to completely stereotype), fidget spinners versus tchotchkes. 

The fidget spinners will likely benefit from some flash and whiz-poppery, while the Hummel lovers will fare better with a more subdued CTA.

No matter the demographic though, the CTA should be brief and direct. Try to stick with fewer than five words. It should also be action-oriented. Be completely clear about what the click will accomplish. “Click here” isn’t gonna cut it. Especially if someone thinks he or she might get blown up.  

But “download your free ebook” sets an expectation and expresses value.

3. Strike A Balance 

Balance = harmony and order. 

Imbalance = chaos and tension. 

This isn't to say that a balanced composition is always better. Just as there are times when you benefit from the antics of an imbalanced friend (like when trying to steal a grocery cart), there are times in a campaign where it may be necessary to stress some chaos. But generally speaking, if stirring the pot with the giant spoon is not the goal, then balance is typically a good rule of thumb.

“Balanced” does not denote some boring symmetrical milquetoast design. There are many factors that contribute to balance. The main idea though is to create a harmonious and balanced experience for your customer.

4. Stay Visually Consistent

A designer may pour his or her soul into crafting the perfect ad, only to be reminded (once again) that most people are only going to casually glance at it for a few seconds. If at all. Yes, it’s demoralizing at times. 

So the talented online ad designer has learned to employ a specific image or display repeatedly across numerous ads and exposures. It’s a way of taking those numerous short term viewings and connecting them. This creates visual consistency to help move the message from short-term to long-term memory, while simultaneously giving the designer’s life a purpose. Again.

And it’s not just images. Taglines need to be a part of that visual consistency too. Part of what makes this approach so effective is that even if the ad changes in some way, consumers will still identify the brand with the tagline and imagery that’s been ever so gently and lovingly hammered into their consciousness.

In A Nutshell?

People are always going to process visuals and read subheads long before they get to the body text. That’s because people are busy. And simple.

So determine the relative importance of the various areas of content in your message. Give your CTA precedence. Then make use of simplicity, consistency and balance (along with the color, graphics, images and selective accents we mentioned in the first paragraph) to allow the viewer to scan the page and get drawn in by the most important information. 

If you’re doing it well, or if you’re lucky, they’ll be interested enough to read the entire text. From there, they’ll hit your website. 

Then you’ll just need to be sure you’ve got stellar content there…

Advertising Question of the Week - What Is Affiliate Marketing?

Affiliate marketing isn’t terribly complicated. But we’ll give you the extra simplified definition here: 

First, you partner with a company who offers an affiliate program. Once you sign up, you are required to give them a kidney. No, not really. Rather, the company provides you with a special link. This lets them know when someone who lands on their site was referred by you. If that person then buys anything, you receive a commission from the website.

It’s the old “you scratch my back, I’ll scratch yours.” But if you’ve been scratched, then you know not all back scratchers are created equal. And neither are all backs. 

That being said, affiliates earn more in commissions for digital products - typically 40% of their price - than they do for physical products. That’s a pretty juicy commission. And, of course, high ticket items allow affiliates to earn higher valued commissions. Duh.

You’ll also find that some companies pay more than others. So you’ll want to hunt around to find the one (or ones) that are the best fit for you.

How Affiliate Marketing Works

We’re going to assume that you already have a blog, website, email list or some other online presence. And that you have followers or supporters or customers because you’re either a content whiz, or you hired a professional writer/blogger to provide content for your site. Either way, well done.

Now, let’s say that your online presence involves dogs in some way. Maybe you’re a dog behaviorist with a vast array of followers trying to manage their unruly dogs. Perhaps, instead, you have a popular website that focuses exclusively on art with dogs. (Or even better, by dogs.)

You start thinking that you could use a few extra bucks. Doggie needs a new pair of shoes or two. So you become an affiliate with a company that offers a product or service that’s relevant to your dog-loving visitors. It could be someone offering dog therapy services. Or art supplies. For dogs.

Anyhow, you recommend this product or service to your followers. You may do this by:

• writing a fascinating post about it
• talking about it on social media (#awesomedogshoes)
• mentioning it in a newsletter
• placing a button or banner ad somewhere on your site

Whatever the case, you include the special link provided by the affiliate company. This link has a special number that is unique to you. It’s otherwise known as your affiliate ID.

When someone uses your affiliate link to make a purchase, you earn a commission. You receive payment of your accumulated earnings either after a specified period of time, or when your earnings reach a certain threshold.

How to Become An Affiliate Marketer

You need only join an affiliate program. Some are really easy to join, while others require you to apply. And then there are those that are by invitation only. Because they think they’re so special. Which honestly, they might be. It depends on what you need from an affiliate program.

Start by considering what kinds of things you like to talk about and/or use. For example, if your dog blog has a page devoted to reviewing wacky accessories for your dog, you might check your favorite pet supply website to see if they offer these products. Cruise around the site to look for a link that says “Affiliates,” “Affiliate Program,” or “Referral Program.” Then follow the links.

You can also do a more direct search. If you’re going for a big wig website, you could type in “Chewy Affiliate program,” for instance. On the other  hand, you might know

all about a website committed to nothing but Day-Glo Dog Coats. (Anything’s possible on the internet.) So try typing in “Day-Glo Dog Coats Affiliate program.” And if your first search doesn’t turn up anything, that doesn’t automatically indicate a lack of a program. Sometimes there are slight variances in word usage or terms, so keep on trying.

Another thing you’ll want to do is check out the affiliate products others in your niche are using. Study their sites and read their content. Is there anything interesting in their sidebar? To whom are they linking? Check blogs and website in similar niches too - such as the cat lover, ferret lover and hamster lover websites. There’s bound to be some overlap. And if you see a product or service mentioned on those sites that you can promote too (ethically, of course), seek out affiliate information for them as well.

You could also join an affiliate network. You may have no choice in this one, since a lot of companies offer their affiliate program through an affiliate network you’ll be required to join right after you give them one of your kidneys. (Again, not really.) Even if you have a staunch history of being a non-joiner, don’t immediately dodge this. An affiliate network is ultimately going to give you access to a lot more products. Especially if you can find a high-paying one.  

Is Affiliate Marketing Right for You? 

As we said above, this is the simplified version of what affiliate marketing is. In most cases, you’re not just going to sit back and watch the gold coins accumulate in your

Scrooge McDuck money room. There are other aspects you’ll need to consider before you decide to take the plunge.

When all is said and done though, you’ll find that you have the potential to make a good chunk of money if you get connected with the right company and know how to promote their product or service like marketing pros. 

Back scratched. 

Question of the Week - What Makes Some Creative People Rather… Difficult?

This is a particularly relevant question for those working in the ad industry - seeing as it’s the primary refuge for creative

people who have ceased romanticizing starvation and homelessness in the name of their creative venture. 

So yeah, there is more than a handful of advertising creatives who never envisioned themselves designing ads for walk-in bathtubs or attempting to convey the sheer excitement of banking apps. And they may not be thrilled about it.

But that’s not really the reason they can be challenging. It’s much more than that. And just to be clear, we’re not isolating creative people as the sole proprietors of onerous behavior. 

There Are Jerks in Every Line of Work

Take surgeons, for example. Many of them - men and woman alike - have that certain je ne sais quoi. Let’s call it outright over-the-top cocky swagger. But think about it. It makes perfect sense. When you’re getting cut open, do you want the surgeon who’s going into battle for you to be confident and aggressive? Or would you rather have an easy-going, agreeable barista type on the front line? 

It’s not all that different with creative people. Some of their being seemingly difficult is born out of necessity. And some of it is just part of being a creative in a society that doesn’t always embrace it.

Way back in the mid-1990’s, Psychology Today published an article by Mihaly Csikszentmihalyi, author of Creativity: The Work and Lives of 91 Eminent People, that highlighted the creative personality. And he’s something of an expert on the topic, seeing as he spent over 30 years researching how creative people live and work. Much like Jane Goodall and her chimps. 

He prefaced the PT article with this: “Creative individuals are remarkable for their ability to adapt to almost any situation and to make do with whatever is at hand to reach their goals.”

So it sounds like they should be easy to get along with and to understand. But what Csikszenthmihalyi found is that it’s far more complicated than that. 

It turns out that one huge requirement of living as a “creative” is this:

They Must Possess the Ability to Inhabit Opposite States of Being Simultaneously

And at all times.

For example, in their work to bring forth a new reality, creative people alternate between the flightiness of imagination, and the rootedness of that reality. 

And in order to stay innovative, they must also keep one foot forever in the stream of rebellion, and the other in the pool of conservatism. Because it seems that innovation is most easily digested when reckless abandon is mixed with a measure of stability.

In their work, creatives also have to balance being playful and disciplined, extroverted and introverted, humble and proud - this last one being particularly challenging. And since they tend to be open and sensitive, they’re prone to both deep suffering and pain, as well as surges of mind-blowing enjoyment.  

In other words, being a creative simultaneously dwelling in two worlds at all times takes some nerve, some grit and some unorthodox coping skills. And, just as with the aforementioned surgeon, the chutzpah required to navigate this difficult situation is often mislabeled as being difficult, challenging, jerky and a series of other demeaning and incriminating adjectives. 

The biggest difference between the jerky creative and the jerky surgeon though is that almost nobody questions the surgeon. But creatives have to field questions (and criticism) about their work. ALL OF THE TIME. And regardless of the adage, there are plenty of stupid questions. 

So here’s the thing.

Creative People Have to Willing to Take Risks and Break from the Safety of Tradition

Which is usually not a problem since most are, by nature, prone to deep thinking and not terribly compliant. In fact, studies have shown that the part of the brain that lights up for creativity is also the part that controls rumination, pondering and self-awareness. In other words, their brains are created to push, reinvent and question. And it can be irritating for those around them. 

We get it. 

But some of the most creative people in history - Frank Lloyd Wright, Maria Callas and Oscar Wilde, to name a few - were famously difficult to be around. 

Yet it is also highly creative people who incite progress and institute change. So maybe they’re hard to work with. And you might call them difficult. Burdensome. Jerks.

Because they are sometimes. But keep in mind that it can be uncomfortable to be around people who bring dissent and want change. Especially for people who don’t want change. 

Which begs the question, are those who resist change just as difficult? 

Something to consider.

Question of the week - If my product or service is good enough to sell itself, why should I advertise?

Before we tackle that, here’s another question.

Do you own a utilities company? Or a gas station on a great dusty plain hundreds of miles from another gas station? Or a single water stand in the middle of a huge desert?

If you answered yes, congratulations!

These would be among the rare exceptions of products or services that do not require advertising. 

They literally sell themselves. Still, all it would take is a second gas station or water stand popping up nearby to spark a need for advertising.

That’s because utilities, a tank full of gas in the middle of nowhere, and water in a desert are all NEEDS. You need heat and electricity in your house, the ability to travel across that dusty plain to escape it, and hydration. Especially the last one, which is vital for survival.

Of course the whole wants vs. needs in advertising can sometimes depend on one’s perspective. Your fifteen year old nephew might be certain he NEEDS that video game. 

Whatever the case, unless you have a monopoly on a product or service and there’s absolutely zip/zilch/zero chance that the monopoly will be threatened in any way, then you have a need for advertising. Upon last check, that was pretty much ALL of us. So if you own the electric company, you’re excused. Everyone else should read on.

Look, you may think you have the best product or service on the planet.  

And maybe you do. 

But your flawless product isn’t going to sell itself while sitting on the shelf in your closet. By the same token, if you’re vegging out on the couch simply waiting for someone who needs your stellar service to come a knockin’, you’ll be feeling pretty lonely. Until the repo man comes to get your car.

It might sound dire. 

But every product or service needs advertising. In some form. It doesn’t have to be a full-blown marketing campaign. And you don’t have to take out a 15-second spot during the Super Bowl. Or even the Puppy Bowl. 

Start with a banner on your car, some business cards, a basic website, a brochure - something to get yourself out there. And then if the product or service is truly superior, word-of-mouth will boost your sales. Depending on what you’re selling, that’ll keep you going. For a while, at least. And then you’ll need to reevaluate.

The reality is, there will always be things that need less advertising than others. 

You’ll have a much easier time selling beer, cigarettes or

coffee, for example, than you will sprouted grain bed, aloe juice or orthopedic shoes. Even if those stylish orthopedics are one of those aforementioned NEEDS, there will be a slew of other orthopedic shoe brands in the running. Or the walking, as it were.

Even so, alcohol, tobacco and drugs (like caffeine) do not actually sell themselves because there are so many brands tied up in those empires. Think about this: 

Even Budweiser, Camel and Starbucks still advertise.

Yep.

So that’s the deal. 

Get your amazing product or service noticed through advertising. Keep on keepin’ on with it. And then plan to keep advertising it… to some degree. Because no matter how good you are, folks need reminding. 

And really, it’s not that hard to do it.