Layman SpeakObservations

How to waste $2,300 on an ad space.

By June 24, 2015 September 27th, 2017 No Comments
Do you know how to waste $2,300 on an ad space?

Not long ago, I met a friend who provides courses for government schools.

Just happened that his staff was preparing a full-page ad for a mag, with viewership up to 300,000.

He showed me the ad and asked for my opinion. It was ‘designed’ by the publisher.

His company logo took up 1/2 the width of the page, followed by the company profile as the body text, with their company’s mascot taking up the right vertical column in a 2 column design.

WHAT?!!

The ad ends with a list of services followed by the contact info.

Image

Top: Re-layout design. Bottom: Original design

After a few questions about the purpose and audience of the mag, I had to let him know that the page is only as good as a kachang putie (a traditional Indian snack) wrapper.
(No, I didnt say that. Just a direct disapproval)
C’mon, let’s not bore the readers with a same ol’ page filler meant to make some money for the publisher.

Suggestions made

1. Have a headline to run across the page.
“Helping more than 15 schools win top awards since 2006.”
2. Body content to start with a brief background of the company that supports the headline.
3. Next paragraph talks about the awards it won for the schools.
4. This is followed by the courses it specializes in and how the courses has helped the students in their character building.
5. A call to action for reader to find out more about what it can offer for the school.

 

The idea is to grab the attention of the reader in the education field, build credibility and proof as quickly as possible and ending with a Call-To-Action so that my friend may get the opportunity to do the actual presentation and selling.

 

That’s it. Sure beats wasting the opportunity by leaving it to chance to the publisher.

 

Are you facing anything remotely like this and want a 2nd opinion, at no cost?

 

Drop us a line. It’s cheaper than paying $2,300 for 300,000 pieces of food wrapper.
Everything is Possible!
Kok Wai

Author Kok Wai

Kok Wai is a content producing marketer, media trainer at Kelvin Sng Productions, a dad of two and photography contributor to multiple magazines. A sponsor of B60 Charity Run 2017, Kok Wai's goal is to help busy and ambitious business owner focus on running their business even with their limited time and lack of marketing know-how. He especially loves kids, playing the guitar, and exploring with software. You'll find him pondering on the exhilaration of securing two more good clients on a retainer basis. Connect with him on Facebook (thePF)

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