Entrepreneurs and business owners need to understand the fundamentals of writing an effective advertisement. Every business, regardless of its size, needs promotion. A poor strategy will cause a business to waste thousands and even millions of dollars on poorly crafted ads.
The good news is that the basics of creating an ad will apply to all promotional items that you intend to use in promoting your goods and services, including:
- Websites used in online advertisements
- Online advertisements, e.g., displays
- Fliers, handouts, and other mailers
- Newspaper and magazine ads
Creating an ad or ad campaign that truly works for your brand may take a while. According to Meijer weekly ad, the following 11 tips should help take out the guesswork from this process:
1. Conduct Research on Your Company Product(s)
Before you can create an ad that sells or converts, you must begin by researching your company’s products. Use the results of this research to guide how you write about them.
The first thing you’ll need to do is find as much information as you can about the product in question. Focus on answering questions such as:
- What are the main features of this product?
- Does it have an advantage over its closest competition?
- What are the ingredients used to make it?
- Does the manufacturing process have any interesting facts?
Answering these questions about your product will make it possible to realize that big idea that you can base your ad upon.
2. Research Your Competition
Competitor analysis is needed to help you create an effective ad. It would help if you kept abreast of what your competition is doing at all times.
Whether donating to charitable organizations, supporting a local social cause, implementing traditional marketing tactics, or just plain CSR activities, keep track of what they’re doing.
If you’ve started running out of ideas, use what they’re doing as a basis for your ad. Competitor research will assist you to know whether your product can satisfy the current consumer needs.
3. Grab the Audience’s Attention Using a Powerful Headline
Consumers like to scan things. Remember that they’re bombarded with tons of ads every single day, and from this, they can only read a few.
It’s why you need to create a headline that can easily capture and keep your audience’s attention. You’ll want consumers to keep reading the ad copy to the end.
Before you write your headline, ask yourself this: “Who am I trying to attract?” and “What do I need to grab and keep their attention?”
Keep in mind that winning headlines come in varying forms. Don’t limit yourself.
4. Survey the Product Consumers
Surveying the consumers will give you a clue on what the public thinks about your goods or services. Try to determine the kind of language they’re using when describing it.
In your survey, please focus on the aspects of your offerings that matter the most to them. And the nature of the promises you need to make to them in your ad.
Don’t try to guess any of these things. The best way to get your facts right is to survey prospects and conduct market and competitor research.
Use the survey results to write a piece that will appeal to all your prospects.
5. Make the Consumers an Offer they Can’t Resist
No one hates a bargain. Consumers are preconditioned to go after products they find appealing. Use your ad to make them an offer they can’t afford to ignore.
Whether you’re offering a bundled package, an unbeatable price, free shipping, or a free trial, make sure it’s something that will keep them coming back to you.
Creating an irresistible offer is an excellent way of meeting your client’s needs which will help you become successful.
6. Ensure You Get Your Positioning Right
Positioning is all about deciding the target audience and who it should appeal to the most. It allows you to determine the product advantages that you ought to stress.
If you’re unsure how to position your product, establish who the best prospects are and gear the ad towards that person or group.
Many entrepreneurs make the mistake of trying to please the entire market. Please note that it’s impossible to do this, and such an attempt will result in significant losses.
7. Tell the Consumers About the Benefits Offered by Your Product
It’s important to explain the features of your goods and/ or services. However, an ad needs to explain the benefits that the consumer will gain from choosing what you’re offering.
At the end of it all, the public is more concerned about how they’ll benefit from it, instead of what you do. Does this make sense?
While this may sound complicated, it’s not! Do the following:
- List your services or products
- For each product, mention what each feature accomplishes
- Mention the benefit of that feature to the client
8. Select the Right Brand Image
Many famous examples come into mind when it comes to brand images, e.g., Queen Latifah selling
CoverGirl or the Marlboro Man.
Here, the idea is to ensure that you have a recognizable image that you can associate with your product.
Whichever image you select should support the product positioning.
Most people prefer using authoritative figures, but you can also use a product as Coca-Cola has done with its soft drink.
9. What’s Your Big Idea?
Entrepreneurs at times get that “aha” moment or that big idea they have been looking for after laying tons of groundwork or through plain luck.
Once you have that big idea, you need to determine the type of creative assets that you’ll need to sell your products or service.
Remember that you’ll need the promotional ad copy, especially when dealing with a TV ad. Consider using a short copy for:
- Internet landing pages
- Print ads
- Image ads
However, you’ll need a long copy for all your video content. Additionally, the print ads may need you to acquire and use some custom images. For online ads, consider animated gifs.
Some business owners retain the services of a graphic designer who assists them in creating stock photos and images.
10. Determine What’s “Positively Good” About Your Product
It would be an excellent idea for an entrepreneur to prove that their product was, in fact, better than what their rivals were selling.
But as things stand, this is not always possible.
In some cases, you and your competition will provide products or services that are equivalent—nonetheless, this shouldn’t stop you from trying to make your ad stand out.
You don’t have to try to convince the public that no other product in the market can match yours. Focus on showing the target audience that your goods are “positively good.”
Consumers will give you business if they believe that your products are better than what the competition has to offer.
Stick to telling them about all the great details that your products possess. Great marketing lies in your ability to build confidence in the value your goods hold.
11. Repeat Your Winners
Once the ad rolls out, keep track of what’s winning and what’s not. For those that work, repeat them until they no longer work for the brand.
You don’t have to keep reinventing the wheel every time you need to roll out a new ad. Moreover, it would help if you didn’t change your ad tactics for the sake of introducing a twist.
Repeating the winners doesn’t mean you should become lax and stop conducting market research. You’ll need new ideas when the ones you’re using stop working.
Keep testing new alternatives to ensure you aren’t caught flat-footed.