When it comes to placing an advert, particularly in print, there’s a perception that you should place as big an ad as you can afford.
But that could be a mistake. You see a big advert looks like you are going to cost more, and if want you are selling is inexpensive this will put people off.
For example, if you were a sole-trader handyman and asked us to design a full page placement, we’d make a strong recommendation not to do this. The customers are expecting this sort of service to be under £100 per job, and with a full-page you look pricey.
On the other hand, if what you are selling does cost thousands e.g. double glazing, a very small advert will look like you don’t have the skills to match the service. So if you asked us for an eighth-page advert (smaller than a business card) we’d refuse your business, because we’d know it wouldn’t work.
In the middle comes (obviously) the middle-sized adverts. Your service or product is well over £100, but not into the 1000s. Curtains and blinds is a good example here.
In summary, whatever promotion you are considering – adverts, websites, social media – think about the price and skills you are trying to give an indication of.