Writing a successful advert is not easy. Depending on your budget, this advert could potentially be seen by millions of consumers so getting it right is a big deal. Before starting an advertising project, two things are essential – be clear what you are offering and also what you want to achieve.
Getting an advert right can mean increasing your brand’s impact, raising its profile and generating more sales, therefore advertising is a crucial tool in any organisation’s marketing toolbox. You might want to hire an advert writing specialist but the basic concepts are simple to understand.
- Choosing the correct media
What media is your target market engaging with? Advertising only works if it is aimed at the right people. Will you be more effective in your efforts if you choose social media, magazines, radio or a television advert? For those with a limited budget, narrowing down your ideal demographic means you can spend your money on the right media. Seek advice from a Brand Strategy Agency like https://www.reallyhelpfulmarketing.co.uk/specialist-services/brand-strategy-agency/
- Advertising basics
What are you offering and what are you hoping to achieve? These are the two core factors to keep in mind at all times. Imagine your customer is saying to you ‘What’s in it for me?’ and use your advert to answer this question. Consider the principles of Attract, Interest, Desire, Action. This is what you are hoping to achieve and you’ll employ catchy writing, great graphics and a punchy headline to do it.
Grab that attention by focusing on your product’s unique selling point. Perhaps being topical can attract interest. Use an endorsement (truthful, of course) such as recommended by doctors or plumbers etc. Maybe elicit curiosity by asking a question, making the consumer think. Avoid anything over complicated or cliched as this will turn people off. Remember not to mislead, make false claims or add information that is superfluous to the consumer’s needs. Also bear in mind that when using comedy, you run the risk of offending some people.
- Make it easy
If the advert is aimed at eliciting a response, make it clear and easy for consumers to answer that call to action. Be sure to provide email addresses, website URLs, names and other relevant contact details. If providing a voucher or discount, give a clear deadline to encourage consumers to act quickly. In that instant when you have grabbed their interest, a complex or clunky process for making that call to action will end with them abandoning it.
It’s not just what you say but how you say it. Always use an easy to read typeface and don’t cram in too much text or too many images. Too much clutter is off-putting. Highlight important details, such as contact information and calls to action but be wary of coloured lettering on white backgrounds as these can be hard to read for the visually impaired.
Always proofread your advert before sending it out for publication. Mistakes are not only embarrassing but could prove to be costly should material need to be recalled and reissued, for example.