Whether you’re starting a new business or looking to attract new sales, there are some things you can’t afford. Losing potential customers to your competitor and spending money on ineffective advertising.
Unfortunately, these things happen more often than not. So why do some companies do so well while others fail? It’s not because of more marketing dollars spent. Instead, a strategic plan was conjured up to produce an effective ad.
There are many important elements that go into producing an effective ad. First, let me start by saying that creating a great ad is not rocket science. There are no complicated formulas to follow to create an ad that grabs readers’ attention.
Second, using creative alone can kill your ad. Let me explain. Creative ideas are just that, creative. Before you slap an idea in the face and call it “brilliant,” take a few minutes and ask yourself the following questions:
o Who is my target audience?
o Does the ad clearly communicate my message?
o What is “unique” about my message?
o How does my ad compare to my competitors?
o What will motivate my target audience to respond?
Your ad has to be more than just creative. You must exude value in your message. Think about the reasons why you buy a product or service. Almost every reason for a purchase has some type of value associated with it. Whether it saves money, tastes good, or fills an emotional need, it serves a valuable purpose.
Make headlines work for you
The headline is by far one of the most important elements in creating an effective ad. There are thousands of pages in print and online covering the topic of headlines. Why? Well, frankly, it makes or breaks an ad.
The headline is essentially the voice of your ad. He yells, “Hey, this product will make you rich, that’s how!”
Instead of using: “Jane’s Homemade Cookies”, use “Instant Smiles with Easy Bake Homemade Cookies”.
Always use attractive keywords in your title that will attract attention or arouse curiosity. The goal is to get your target audience to read the rest of your copy. Consider using the following keywords when writing your headline:
New, How, Why, Free, Save, Quick, Now, Announcing, Featured, Wanted, Make, Grow, Sell, Limited, Guaranteed.
The next time you see a headline that catches your eye; use it and test it in your product or service. But always avoid overdoing your offer. You will quickly lose credibility if you are not honest with your target audience.
Write Simple Yet Effective Body Copy
Once you’ve moved the reader from headline to body copy, build momentum by engaging viewers’ needs and satisfying their wants with every word you write.
When writing the body of the text; keep the words simple and to the point. Use subheadings whenever possible and keep paragraphs short.
It is important that it is easy for the reader to scan the copy. If your offer has many benefits, use a bulleted list.
Avoid cluttering your ad by trying to fit too much into the space provided. Eliminate unnecessary words that can drain your message.
Use of visual elements
There are no set rules about where graphics should be placed in your ad. However, when selecting illustrations or photos, show your product or choose those that are relevant to your offer.
Using graphics can enhance your message and grab the viewer’s attention when looking around a page. Remember, graphics can communicate a message before a single word is read.
Ask for the sale while creating a sense of urgency
Limited time offers can create a sense of urgency, but giving your reader a valid reason why they should act now leads to more sales. Once again, use the benefits to entice the reader to take action.
Are there any free gifts with the purchase? Will it improve their lives immediately? Is it a special one time low price offer?
People love bargains. Use discounts to attract those who want to take advantage of your offer by providing a coupon with an expiration date.
Finally, specify how your product or service can be obtained and ask for the sale. If you require a phone call, ask them to pick up the phone and call. If you require payment, tell them what forms of payment you accept and how to make them.