Form Over Function (Scratch That, Reverse It)


Do you like pretty pictures, or creative that gets your message across? Great advertising knows how to blend the two into one harmonious image. But at what point does one or the other become too much and no longer works?

Take a look at 5 tips to help ensure you blend form and function so that your message gets to the end user.

CEA FB 11.6

1. Know Your End User’s Perspective – While most of us know what “we” each like, that is rarely the same for your potential clients. Make sure you and your agency know your first and secondary target audience so you can tailor your message properly.

2. Have a Lead for Your Marketing Projects – Someone needs to take charge and be willing to make final calls. Team feedback is good, but know when to listen to your team, and when to listen to your marketing professionals. When your team is reviewing artwork, gather all the changes at one time to send back to your agency. This will not only reduce possible overlap and errors, but can reduce your costs from the agency spending less time going back and forth on similar changes.

3. Determine Messaging Hierarchy – When preparing direct marketing objectives, give hierarchy to the messaging you want in your newspaper ads and eblasts. Give your headlines, subheads and messaging a pecking orde for the agency to follow so they can help tailor the message to the campaign. This can help ensure proper imaging and call-outs to offers that are important.

4. Know When to Cut Back – Trying to stuff the ad full with all your offers? You might just get your marketing overlooked. Stick to one main message and one supporting message. You’ll be surprised how often “less is more” will ring true for you. People are more likely to respond to a marketing piece that conveys one strong message versus multiple weak messages.

5. Be Careful of Friendly Input – Are you unsure of your message or could that headline be stronger? When you ask your friends for feedback, take into account how close they are to your target audience. Revert back to the first bullet, then just ask your agency. Your agency should have years of marketing experience, should know your target audience and will be more that willing to ensure that your marketing will hit the mark. Ask questions! it gets conversation going and helps fine tune your campaigns. We want to be your partners in your sales, not just the people who make your marketing”look” good.

So let’s make your artwork functional AND beautiful. You can do this by creating a strong message first, and then design the artwork to support that message. If you have additional offers you need to convey, just make sure they are on a lower priority level so your materials are still attractive enough to grab your audience’s attention.

Ready to take your marketing to the next level? Email eric@ceamarketing.com or give us a call at 727-523-8044 to get started today!

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