Five Keys to a Great Ad
- Know your
consumer – Know who you’re talking to, what they care about, how they
think, and most importantly, why your product and service would appeal to them.
clearly – Keep your message short, simple, and to the point. Replace dull,
passive words and phrases with active ones. Focus on one strong, motivating
message. Tell your reader exactly how they will benefit from your product or
service. What is your company’s unique advantage? Why you and not your
competitor? Eliminate any barriers the consumer may have. Why would they resist
buying your product? Eliminate that issue.
- Tell your
customer what you want them to do– If you want them to call, make sure your
phone number is prominent with a “Call Today!” If you want them to check out
your website, tell them that. If you want them to come in your store, give them
a reason to. Tell them what they will miss if they don’t buy your product or
the strength and value of your ad – Motivate the consumer with special
offers, free trials, discounts, coupons, or bonuses. Make sure you include
those three powerful words, “with this ad.” Only then will you be able to
accurately assess the effectiveness of your advertising efforts.
- Have an
editing eye– With every element of your ad, ask yourself, “W