Advertisements can either be a tremendous burden financially, but if created correctly they can produce excellent numbers to positively effect your bottom line. Companies have tried everything from pictures in their print ads, videos in their online ads, crazy voices in their radio ads, but they fail to recognize the basics of what an advertisement needs. So, let’s break down an ad and talk about how we can emphasize those areas so you can take a step ahead of your competition:
A good, strong, and catching headline is one of the most important aspects of your ad. The headline should be what sticks in your clients’ minds, and is something that should be resounded throughout your entire company. Yes, that means that when you launch a specific campaign that you answer your phones with that catchy headline, you sign off of your e-mails with it, and you put it on your voice message as well as including it on your letterhead.
When you create the headline of your ad, keep in mind that you want the statement to:
- Precisely outline the benefit that your product/service provides
- Specifically define or speak to your target audience
- Efficiently summarize what the ad is about
This is one of the largest debates among people within the marketing industry; is a large amount of copy better than a smaller amount of copy (and vice versa). However, studies have shown that longer copy tells the story and answers more questions which reassures target clientele more-so than short copy. In other words, long copy is better (if done right) than short.
Now, let’s take a look at 3 quick tips to make your body copy more effective:
- Succinctly and effectively deliver your story through short paragraphs and descriptive action verbage
- Utilize an easily read typeface for the copy; the easier your text is to read the more understood your product/service will be (i.e. serif text)
- Emphasize pertinent words and/or statements through bolded, underlined, or italicized text
Content of the Copy
As you now know how to format the copy efficiently, it’s important to also know how to create effective and meaningful content. The objective of your text needs to capture your story, but it also needs to sell. Here are some great ways to utilize the copy to increase your productivity:
- Sell a self-interested benefit that will likely improve their quality of life
- Incorporate action and descriptive words that will entice the reader to move further with their business relationship
- Include at least one call to action which is subtle but to the point
Ask For The Sale
This is absolutely the most important thing that marketers forget to include; a method to close the sale and improve their cost efficiency with their advertisements. Within the copy, I suggested to include at least one subtle call to action. However, at the end of your ad you need to get a little more aggressive and close the sale with your audience.
As you come up with the ideal closing, keep in mind that the close should:
- Provide motivation to act immediately and not wait until a later date
- Emotionally drive the audience to move forward with your company
- Include a benefit for acting promptly
Overall, an advertisement is an outstanding way to increase productivity within your business, but there needs to be a certain high level of delivery within the ad itself. In order to do that you need to increase the efficacy of your headline, format your copy accordingly, include interesting and informative copy, and close the sale with the clients.
If you have any other ideas on how you can truly make an ad more efficient please feel free to add a comment below, or contact Impact if you need assistance with branding and marketing!
If advertising is something that you are interested in but don’t know how to get started, contact us today to schedule your free marketing analysis.
“The Essential Step-by-Step Guide to Internet Marketing”-E-Book
Image Source: HubSpot, “The 2011 State of Inbound Marketing”, E-Marketer.com