22 Nov 2007
How to Create a GREAT ad!
Did you know that you have to advertise an average of 8.4 times before people will respond to your ad? Just 6 years ago, you could advertise just 3 times and expect a response. Why has that changed?
Today we are bombarded by up to 30,0000 advertising messages each day. Six years ago, that number was 6,000 messages per day.
That means you need to spend a lot more money on advertising and be much more persistant to get the same results. So, how can you penetrate through this current state of information overload to get the consumer’s attention?
What constitutes a good ad? What motivates you to buy? You buy a product or service to feel a certain way after the purchase. Why does an ad appeal to you? Does the ad appeal to your logic, or to your senses, desires and emotions?
Consider what is important to the consumer. Put yourself in their shoes. Speak to your audience on a personal level. Use vivid words to dramatize the pleasant feelings readers will experience when they use your product or service. Create a connection. It intensifies the desire to buy now
Use pictures or graphics, lots of blank space.
Offer at least 3 benefits in your opening line
Keep your message short, simple, and to the point. Replace dull, passive words and phrases with active ones. For instance, "It’s practical and inexpensive" should be changed to "It’s fast, easy, and you save $80."
Focus on one product benefit rather than many. In a world of colourful chaos, our minds tend to seek clarity and focus. Try to condense it down to 3-7 words. It must provoke an emotion and make the consumer think differently. Use point form when possible. For example, you would change "Would you like to get better results from your ad?’ to "Want results?" Remember, you have only three seconds to catch the reader’s interest!
Do not use punctuation. Punctuation tells the reader where to stop. The eyes will wander to another ad. Without punctuation, the flow continues to the end without interruption and the reader will see your entire message
The last word in each sentence or phrase is most important. The last word is what the reader remembers. Make it a positive word. For example, don’t say "Quick relief from pain." Do say "Fast pain relief" or "Relieve pain fast!"
Create a compelling message that makes your product or service irresistable. Use statistics to alarm people into recognizing the benefits of what you offer. Here are some relevant statistics you can use.
Appeal to people's desire to feel good. Create a "hook," a clever, catchy, thought-provoking word, sentence, slogan or phrase to attract attention. Explain what the reader gains from using your product or service. Don’t assume the reader knows.
Tell them what they lose if they do not buy. Most people fear loss more than they desire gain. The reader must begin to think they need your product or service, even if they did not realize it before seeing your ad. Create a sense of urgency, such as a special offer, free trial, discount, or bonus
Eliminate any objections. Remove any barriers they may have put up. Why would they resist buying your product? Eliminate that issue. For example, if you know consumers won’t spend money on health care, add that you are covered by extended health care, or make your service seem like it is self-indulgence rather than healthy
Tell the consumer what to do. Explain why they should pick your company over a competitor. Use statistics and testimonials to prove your advantage
Repeat, repeat, repeat key words and points you want the reader to remember. If possible, repeat your business name at least twice, or repeat words that are used in your business name
100 most powerful words to use in your ads
Lay your ad draft onto a printed page such as a newspaper to see if it can hold its own or becomes lost amid the text and graphics. Your ad will be competing with other ads and text on a page and you need to be sure it will stand out.
Certain ads shapes are more noticeable. Vertical ads are easier to read than horizontal ads. Banners extend the width of the page at top or bottom, and therefore dominate the page. In advertising, premium placement is considered to be on the covers or on the right hand page on the right side of the page. This is because this area is seen as readers flip through the pages. Full page ads and double or multi-page spreads cannot be missed.
Before submitting your ad, show it to several people to gain their reaction and honest input before you submit it. You must see the ad through the consumers’ eyes and not your own. Ads are about enticing buyers, not pleasing ourselves! Just because you think it is a wonderful idea, doesn’t mean the world will also feel the same! Follow the consensus.
Components of a Great Ad
Bigger IS better! Choose the largest ad you can afford.
Repetition. Mention the most important element of your message 3 times.
See your ad through the consumers’ eyes—not your own
Create a "hook" by mentioning 3 benefits in your opening line... For example ... "FAST, SIMPLE, and COSTS LESS"
Speak to your audience on a personal level. Create a connection. Stand for something that is likeable and relevant to your audience. Evoke an emotion and make the consumer think differently about your product
Keep it simple! An excessively busy, un-focused ad turns consumers off. Leave lots of negative (blank) space. Contrast.
Centre on one product benefit. Use simple language. Use short sentences. Don’t use unusual or difficult words. Condense your message or slogan down to 2-6 words.
Include a motivation or reason to take action such as a special offer, free trial, discount, or bonus. Tell them what they will miss if they don’t buy your product
Use pictures or illustrations
Do not use punctuation
Make the last word in each phrase the most important
Always include your full name and credentials. Don’t forget your website and e-mail address People want to know who to ask for when they call. A photo is also helpful.
Consumers do not care about your company features such as the number of years you have been in business. They want to know what you can do for them. Explain the consumer benefits derived from your product or service.
Use statistics and testimonials to prove your advantage
This article was condensed and excerpted from CAM Proessionals' Guide to Attracting Clients. For dozens more ideas and tips, plus more detailed instructions, order CAM Professionals' Guide to Attracting Clients
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