Companies large and small tend to face the same problem in relation to the creative side of their advertising.

Put simply: they have a graphic designer (either within the company or as an outsider working on projects as requested) but they don’t have a copywriter.

In such circumstances what can often happen is that the text of advertisements is either written by the graphic designer or by a member of the company.

The problem with this is that just as graphic design is a complex matter that needs quite a bit of training, so does copywriting.  But because we can all write, there is often the feeling that the copywriting is not needed.   The fee of the graphic designer is signed off as part of the cost, while the fee of the copywriter is looked at askance.

However text is just as important as design – and indeed in the best adverts text and design work together, with both taking into account the psychology of perception.

The psychology of perception is the study of how the eye and brain view either an email or a web site or a sheet of paper – and believe me this is not something that is common sense or obvious.  The eye, for example, doesn’t start at the top of the page and work down. 

So I would always say, if you really want to improve the response rate on any advert you should consider the text, and the design, and the issues of the psychology of perception all at one go.

If you would like to see how this is done, at no cost, in total confidence, and with no obligation, just email me a copy of one of your adverts and I will call you back, and talk through any issues I see there.

You can reach me on 01536 399 000.

Meanwhile, I do a short daily commentary on adverts I receive through the post or via email on the CreativeDirect news letter.   You can subscribe to this free of charge by sending an email to creativedirect-subscribe@yahoogroups.com, and then replying to the confirmation email.

You can also follow us on Twitter @HHMailings.  

Tony Attwood

Hamilton House Mailings Ltd reg number 2444392 VAT 354907535GB.  Phone 01536 399 000.