How often have you put out posters and barely received enough responses to justify the effort? Sometimes it feels like no one is paying attention to the marketing materials we put out.
If you aren’t getting good results with poster marketing, I have good news for you. I am going to share some ideas that can help you turn the situation around. These strategies have been tried by other business owners and marketers and have been found to be effective.
See, what works for someone else will probably also work for you. We live in a world of cause and effect where a specific action almost always triggers a specific reaction. The universe plays no favorites.
If cause Y triggers an effect X for other business owners, there’s no reason in the world why you wouldn’t get an effect X when you also put a cause Y into motion. In the same vein, when you put poster generation strategies that other business owners have consistently found success with, you will also get good results.
Below are some of the things you need to remember when designing a lead generation poster:
Pay Attention to Design Elements
The first step to designing a great poster is to get the design basics right. At the foundation of a great design is a harmonious coexistence of the design elements that characterize every creation.
The main design elements you should pay attention to when putting together a poster include colors, lines, scale, white space, texture, contrast, framing, and typography.
How these elements are used will play a huge role in whether or not your poster design gets you the results you want. Colors, for instance, can be used to convey energy and evoke emotion. It is a good idea to use the color pink to sell shoes to baby girls but using the same color to sell a powerful masculine motorcycle to men will probably bomb.
You probably won’t know the optimal way to incorporate the various design elements on your poster until you try a few out. Do not be afraid to run through a few versions of a poster before settling on the final version.
If Possible, Have One Goal
Good posters force clarity where there may be confusion. When putting together a good marketing message, you want to remove any fuzziness a client has as to how a product or service relates to their situation.
Generic messages that communicate everything and target no one in particular rarely get good results. If you want to get results from poster marketing, you want to create a poster that grabs the attention of your ideal customer and makes it clear from the word go what exactly is on offer.
The main benefit of having one goal is that it makes it easy for the people who will actually buy from you when they visit your store to say ‘yes.’ You want to filter out people who are not your target customers.
In the process, you will be giving absolute clarity to your ideal customer. You will be letting them know without a doubt that you have exactly what they want.
Write Copy with People on the Move in Mind
Most of your audience will be on the move. How do you get them to notice your poster, read the words, and take action?
If you don’t give the words on your poster serious thought, you will be wasting ad space. Ideally, you want words that can be read in six seconds or less.
Advertisers who promote products on billboards have mastered the six-second rule. You can apply the same rule to poster marketing and seek to say more with fewer words. If you have to explain the photo or illustration on your poster using words, you are doing everything wrong.
Most importantly, when it comes to writing a call to action, ask your prospect to do only one thing.
Make Your Poster Readable from a Distance
People should be able to read the headline and the main copy of your poster from a few feet away.
The headline is always the most dominant text on a poster. It should be able to grab attention on its own.
How easily the words on your poster can be read will be largely determined by font, typography, and how you contrast the colors used to write the text from the rest of the poster. You should test different combinations during design to arrive at the most optimal combination.
Don’t Settle for Bad Photos and Illustrations
If a poster has an image, it is often the most dominant part of the poster. A photo or illustration will have as much weight, if not more, as the words on a poster as far as getting the intended message across.
Finding the right image for your poster is therefore extremely important. If you can’t find a perfect image to buy, don’t settle on a mediocre one.
It is incredibly affordable nowadays to get a professional photographer to take the kind of photos you want. Further, you can get very creative graphic designers for cheap on sites such as Guru.com and UpWork to put together amazing illustrations for you.