Bob Berting Article

“Create Instant Recognition For Your Advertising”

By Bob Berting, Berting Communications

           Today there are sequels to movies and many times a 2nd or 3rd sequel is nowhere near the creative attraction of the original movie. We see automobile styles that are almost look-alikes. We see shopping malls that look alike. Too many retailer newspaper ads look alike. Maybe it’s a lack of creativity, or maybe it’s a lack of courage to be different and the concern of being too different.

The Optical Weight of The Ad

A good rule of creative advertising is to be “instantly recognizable” either by a distinctive layout style, use of typefaces, unique style of art, use of a particular color or some other element that is different from the competition. Another important factor is to understand the optical weight of the ad, which is the upper left quadrant of the ad. Creativity can start in that quadrant namely with a newly designed logo, the start of a provocative heading, a dominant eye-catching graphic and possibly spot color.

Focus Groups

What’s really interesting is how focus groups look at high profile retailer advertisers and how they perceive one store versus another. A series of full page ads might be presented with the logos covered. The members of the group would be asked to identify which ads belonged to which stores. Surprisingly few made the right identification as to store identity.

Encourage your advertisers to identify themselves more creatively

As part of your consultative process, you must provide guidance on how to accomplish that process. Awaken their creativity. Challenge them to be different. Here are a few suggestions:

  1. Localize their business: use the name of the city or shopping community in the signature section of their ad or an illustration of an immediately recognizable landmark place nearby
  2. Use testimonials and pictures of actual customers praising their business merchandise, or service (you may need a signed release to do this).
  3. Use the business salespeople in the ads—talking to customers or individually talking to the reader.
  4. Use humor, particularly a humorous slogan. Also a campaign can be developed using clever and provocative headlines. Readers will gravitate to that type of advertising because they are intrigued by this approach and want to see what will happen in the next ad.

Sometimes getting attention can be as simple as creating a large dominant headline with a lot of white space and very little copy. Never underestimate the power of being unique and different. Your publication can stand out in the marketplace by constantly taking the creative initiative.


Bob is the author of 3 best-selling e-books for the newspaper industry “Dynamic Sales and Image Power”—“Advanced Selling Skills For The Advertising Sales Pro”—and his latest e-book ”Power Selling Tools For The Advertising Sales Consultant”. Any one book is 19.95…any two books is 35.00…all three books are bundled at 49.95.You can order Bob’s books on his website: www.bobberting.com.

Read Bob’s books and discover how his vast experience and know-how can help you achieve much more business for you and your publication. You’ll greatly benefit from the wisdom of one of America’s top advertising sales experts.

Bob is a professional speaker, advertising sales trainer, publisher marketing consultant, and leading columnist in many national and regional newspaper trade association publications. He is the President of Berting Communications and can be reached at bob@bobberting.com or 317-849-5408.

Bob is a professional speaker, advertising sales trainer, publisher marketing consultant, and leading columnist in many national and regional newspaper trade association publications. He is the President of Berting Communications and can be reached at bob@bobberting.com or 317-849-5408.