Small business marketing 101: Part 4


Now that you know who your customers are and know your story, we are ready to craft the message.

In a world of volume, noise, and distractions, make your advertising content simple, eye pleasing and bold. We have all seen poorly designed billboard vinyl, TV ads, websites and business cards. They are distracting and they also make your company look bad. Remember that when it comes to advertising, less content can mean a bigger and better impact on consumers.


Your message should be 10 – 12 words or less, with no more than 5 – 6 words in the headline. Your message is the most important part of the design. It can be a phrase, a call to action, or a tagline that catches your potential customers attention and moves them to action. Use short words. Details, such as phone number, website, and location are important, but, use as few as possible.


THINK BIG AND BOLD! Don’t use thin fonts or script fonts. The strokes of the characters of these fonts are too thin to be seen from any distance. The bold option is an excellent way to add weight and emphasis to your wording.


High color contrast is a key ingredient. Just like using large text, the right color combination can make your message readable

Refer to the samples on this page for some of the best text colors verses background color combination.

The best designs are simple, bold, creative and often funny.


Choose an image that generates the strongest emotion related to your product or service. An image of people having a fun time will get more attention from viewers than just a picture of your product. The viewer will be more stimulated by the feel and experience of what the image portrays. Your logo or business name should be very readable and prominent. A great message will be lost if no one knows who is delivering the message.

Make it SIMPLE. Make it BOLD. Make it MEMORABLE.

This graphic gives examples of use of font. This graphic provides examples of use of color and how to make text stand out. graphic gives examples of use of font. This graphic provides examples of use of color and how to make text stand out.

By Jena Powell

Jena Powell is co-founder of Blue Ash Media, a digital advertising company and VP of sales at Huntington Outdoor Advertising, a Midwest-based outdoor billboard company. For more information contact [email protected].

No posts to display