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A common, elementary mistake is to “clutter” your images.
Great aviation photographers like Taylor Greenwood to go great pains to simplify the subject and the setting before taking a photograph. They remove ALL extraneous details. They spend a lot of time checking and rechecking for fingerprints, errant seatbelts, glare, or shadows that detract from the main point of the photo they’re taking.
Every detail added to the scene is carefully planned. A magazine or pillow that appears casually thrown on a seat or catering in progress is there for a purpose – to ADD to the single message of the photograph.
The message is usually one of luxury or ease, but it certainly didn’t come as easily as it looked!
Each of these advertisements communicates a single thought.
If you saw them “in context” in social media, you would also see a button or link to click to learn more.
In this case, it’s about how private aviation isn’t all high-rolling singles. Many families and grandparents use private aviation to maximize their precious family time!
This ad is linked to an article on SSC’s website with suggestions about how to do just that, which also links to their charter services so you can conveniently book your next trip.
This ad about the current aircraft market will capture the attention of someone intending to buy or sell a private jet.
You would find this ad on LinkedIn or Facebook linked to the page on Great Circle Aircraft’s website that includes the complete report, together with the action item to call Gene Clow for an appointment to talk about your current situation and see if it’s a good time for YOU to buy or sell.
This ad is the most complicated of the bunch, but it still only communicates a single point – that you can get more traffic from a great website.
The headline, quote and chart communicate the same information. This ad is linked to the Website Refresh page on OUR website, and is designed to attract people who need more visitors.
It’s a simplification to say that the difference between “brand awareness” advertising and “direct response” advertising is that brand advertising clients are those like Wells Fargo and Coca Cola who can buy massive billboards and pages of magazine advertising that is simply beautiful and doesn’t require any specific action on the part of the person seeing them.
Direct response marketing, on the other hand, HAS to lead the viewer somewhere. It has to get him to dial your number, click a link, fill out a form, request a consultation, or at least like a page.
Most of our clients need to have customers take the next step in the sales process.That’s what graphics is all about for us.
Why are good graphics important?
- Because it’s hard to earn the attention of busy people.
- It’s hard to resist a compelling image.
- Graphics are the beginning link in a chain – one thing earns the attention for the next thing.
To recap, we’re not after the Mona Lisa or to win a Webby award. We’re after a strong link in your sales process.
Want to learn how to improve your graphics? Request our free tip sheet.
Want us to help you build some strong graphic elements into your sales chain? Schedule a time for a complimentary 30-minute consultation.