Welcome back! To recap: last week, we talked about “borrowed” images, and before that we covered ads with too much text! Today we’re covering number eight on our list:
“Please, Read the Rate Card!”
Ah, do you hear that? Off in the distance? you can just make out the troubled cry of many a frustrated designer.
What’s a “Rate Card,” you ask? And why should I read it?
A Rate Card is a document provided to you by the publication in which you will be placing an ad. The Rate Card contains all the information that you need about placing your ad in a publication: prices, deadlines, size requirements, and in what format your ad should be sent to us (i.e., .pdf, .cps, or .tif). Often, the Rate Card will look something like this:
The publication where you’ll be placing your ad will always give you one of these—please read it! While working on a publication like the Quilts Buyers Guide, which contains many ads placed by different companies, designers can spend a surprisingly large amount of time fielding emails and phone calls with information about sizes, deadlines, and prices—in other words, information that can be easily found on the Rate Card.
Your designer will be happy to help you out if you have questions or difficulties with your ad! But if you check the Rate Card first, you will help ensure that the conversations with your designer are focused on more important and difficult questions than “when is this due?” For example: you want a flying squirrel in the ad? Sure, why not!
Creating the perfect ad campaign for your business can be tough. You know what you want: an ad that stands out and lets potential clients in on the secret of what you already know—that you’re perfect for their needs! But how to go about making that ad a reality? Well, that’s a little more difficult. After all, you’re a businessperson, not a designer! It’s not your job to make the ad!
Unfortunately, without the right resources and vocabulary to talk about your design dreams, working with graphic designers can be frustrating—for them and for you!
Over the next few weeks, we’re going to be exploring the top ten things that drive designers up a wall! Plus, we’ll be providing some tips on how to avoid these issues, and keep your advertising process simple and smooth. First up:
10) Too Much Text
You have a lot to say. There’s so much you want people to know about your business!
But sometimes, less is more. Your designer wants nothing more than to make you a beautiful, expressive ad, and cluttering up a pretty image with a bunch of information is usually not the way to achieve that end. Most of the time, minimizing text will maximize impact. Your clients don’t have to learn every single thing about your business in one ad—just enough to get them interested!
Instead of cramming every detail about your company into one ad, try to focus on generating a few simple, impactful phrases. Be sure that your ads easily lead to more information, whether that’s a web address or a phone number.
Check out our Pinterest for examples of some beautiful ad designs that really work! And of course, be sure to check back with us later this week for number 9 on our list of “Top 10 Things Designers Hate.”