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Archive for October, 2013

High Impact Ads: Quality Content

Wednesday, October 23rd, 2013

Your ad has a powerful headline and great images thus it manages to get the attention of potential customers. The final stage would be to focus on the content as it will determine if potential customers do in fact read your ads!   You have to ensure that the ad content is consistent with the headline and images. Adding images for the sake of drawing attention instead of choosing relevant ones can cause confusion and waste the valuable time you have to reach your audience.

Reading

Here are some useful tips for the content:

  • State the benefits or attractive features of your product –tell your customers how you can solve their needs
  • Tailor your message to your target audience
  • Feature your branding prominently
  • Include your contact details and any other information your potential customers may want to know.
  • Ensure that all information and prices are accurate and up to date
  • Do not include too much text as most readers will only scan your advertisement for the key information. Keeping it short and simple (KISS) is the most effective way to ensure that the point is conveyed. Messages become even more effective when paired with an easy-to-understand call to action.
  • At the end of the ad, make sure your potential customers know what they are supposed to do. Add a strong call to action statement. If content is “King”, then call to action is the “Jewel on the Crown”. These calls to action compel your potential customers to take action and ultimately persuade them to become your customer.

Hope these advertising tips series helped you in composing the perfect ads for your target audience. What are you waiting for? Post your ad now!

High Impact Ads: Powerful Headline

Wednesday, October 9th, 2013

newspaper_reading

Advertising headlines are designed to be the first thing potential customers read.  The title should be an instant product-seller.  According to a research, five out of six readers read just the headline compared to those who read the complete advertisement.  A well-written headline is one of the secrets of an effective advertisement.  According to John Caples, “If the headline is poor, the copy will not be read. And copy that is not read does not sell goods.”

As a general guide, advertisement headlines should:

1.  Catch attention of the eyes at first glance
Words in headlines should act as tags for the advertisement. It should deliver the complete message of the content both for human and search engines like Google.  Below are some tricks that you can use to write catchy headlines

  • Use numbers
    • Look 10 Years Younger Naturally
    • Get Fit in 30 Minutes, only 50 Cents a Day!
    • 32GB iPhone 5s only $88 with contract
    • 32GB Samsung Galaxy Note only $88 when you trade-in
  • Use what, why, how, or when
    • How Would You Like to Lower Your Mortgage Payment?
    • How Would You Like to Win a Free Vacation to the Bali?
    • What You Need To Know To Become Successful Selling On Ebay
    • Where You Can Go In A Good User Car
    • Why Phillips Bulbs Give More Light This Year?

2. Attract reader and make him read the rest of the Ad
Headlines should be attractive enough that readers would want to go through the details of the advertisement.

3. Carefully select audience
Specific audience should be properly addressed by the ad headline.

  • If both men and women can use your product, both of them should be referred to in the title, missing out even one of the categories is like losing a huge number of potential customers.
  • If you attempt to reach everyone, you’ll come across as vague and impress no one. If you have a remedy for kidney stones, then mention kidney stones in your headline.

4. Do not use strange characters or All CAPS
Using strange characters like “&[email protected]#$+&++” or all capitals will reduce your ad’s credibility and discourage readers to read through ad

5. Use positive words
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Headlines should always give out a positive feeling to the reader. Negativity should be totally excluded, as it not only creates a negative impression but may confuse the mind and would send a false meaning of the message being delivered

6. Reflect confidence
Confidence should be reflected in the headline. Do not include any doubtful words like “if” and “but” as conditional phrases are a big NO.

7. Never forget to mention the name of the product in the headline
Product name, model should be mentioned in a headline whenever possible

8. Reflect the customer’s interest and he should feel that he is directly being addressed
Headlines should prioritize readers and should start with ‘you’ instead of ‘we’.  For example, instead of writing “Biogesic – solution for severe headache”, write “Got severe headache? Try Biogesic”

9. Give a snapshot of the benefits of the product
This is an important quality of a well-phrased headline.  Customers look out for advantages when they think of buying a product.  Keywords like whiter teeth, nutritious cereals or miraculous growth should be incorporated in the title.  For example “Get whiter teeth in a month!” or “Change how your house looks by our oriental furniture’”

10. Never use false promises or information
Overly smart headlines are good for award competitions, but they don’t really work with savvy customers.

11. Use bold characters in Ad content for long headline
If applying all these tips will make the headline very long, it may be considered to write the product advantages in bold.  Images could be used to enhance the message but care should be taken so that the headline would say some part of the story and the image will say the rest.