Make It Pop (Without Looking Like a Garage Sale)

 

You really need clients. Like, yesterday. But nothing screams desperation more than advertising everything you can possibly do to everyone you come in contact with. It’s the marketing equivalent of putting a “garage sale” sign up in the driveway. It simply pushes the right people away.

So how do you grab attention with your marketing, without that garage sale vibe?

Step one: Know who exactly you’re talking to.

I know, this is nothing new. It’s just what every marketing blog bangs on about. But this is because it’s so important. When your target is everyone, your message actually ends up reaching no one.

Try this. Imagine that one client. The one who pays well – and on time, loves your work and only ever asks you to do the stuff you really enjoy. Got them in your mind’s eye? Good, now start getting to know them in a little more detail. 

• How old are they
• What do they do for work
• What are their hobbies, their vibe, their coffee order?

Write it all down. THAT’s your person. Every time you create a post, design a poster or start a campaign, you’re speaking directly to them. If they don’t “get it” then scrap the design and try again.

But won’t I miss out on everyone else, I hear you asking?

Nope. When you speak with confidence and clarity, more people will actually listen. Because we all know that people are more drawn to and trust confident people and businesses.

Step two: Know what you’re selling.

“I’m a one stop shop,” I can hear you yelling proudly.

Awesome, but if that’s your tagline then you’re actually saying “I’m desperate and will do anything … within reason.”

Try focusing on what makes you smile – and makes you money. What is the service that got you into this business in the first place? THAT’s your hero offer, so get them in the door with that. Then on-sell everything else once they’re in.

Step three: Now – finally – design it.

Even if you do have a brand guide, it can still be easy to end up with something that is over-designed and cluttered. So here’s a few pro tips to stop your campaign looking like a glitter bomb went off.

• Embrace the space. You don’t need to cram every bit of information in. Let it breathe and focus on what’s important. Leave a little mystery and encourage a click through for more information.
• One message at a time. One product, one offer, one action. Don’t list everything on the menu. Get back to step two and remember what you’re selling.
• Establish a visual hierarchy. What do you want noticed first? Make that pop and then rank the rest of the items accordingly. No competing for attention.
• Limit your fonts. You get two. Maybe three, but you’ll need a really good reason. Then take advantage of the variants in those fonts – bold, heavy, italic.
• Watch those colours. Stick with your brand palette. Make sure your text has contrast and your logo is clearly visible. This might mean having a reversed version of your logo, and adding a shadow to make it work.

Whether it’s a social media post or a poster for the local shopping center –  if you keep it intentional, clean and have a clear target audience, your next design won’t look like a panic sale at the $2 shop.

Keep following me for more tips and tricks.

 

Andy Kahle AndyK Design  andyk.com.au andy@andyk.com.au 0437 312 394