First impression? Less is more

©IDG Communications, Inc. Photo contributed by Matthew Mikaelian.

BtoB, 5/2/11

B2b advertising is complicated, but it shouldn’t look that way. The best work strips away the complexity and reflects the essential nature of an advertiser’s pitch in an effort to engage the audience.

An ad that sparks an instant sense of recognition—largely through the adroit use of a strong image—puts the audience on track to absorb further downstream the details of the selling proposition, which may come in the form of information on a website, in a spec sheet or a white paper, or by way of a sales call.

First impressions are everything in advertising. That’s why simple—even for a product or service that’s inherently complex—carries the day. Front-loading the sales process, in the form of an ad that exhausts the reader’s curiosity, is a recipe for failure.

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