How to create an impactful advert

The Advisor - How to create a compelling ad

You want your advert to be noticed, so what are some of the recommended things to consider to achieve this? Let’s take a look.

Use attention grabbing headline – the first thing that people will notice is the headline for your advertisement which needs to be something that is going to appeal to your target audience and be relevant to them and the content of your ad.

Bold headline & image – consider using an image as some people will be drawn to pictures rather than words. This can compliment the headline and be congruent with the topic of your ad.

Keep it clean & uncluttered – don’t overdo the content of your ad and cram so much in that it detracts from the message you are trying to get across.

Stand out – take a look at the publication you want to feature in and gauge how you can best stand out from what else is included. In particular you want to stand out from your competitors.

Stick to one main idea/concept – you may have a tendency to want to say lots about your business and fill an ad full of copy but try and resist that temptation and just focus on one main thing and don’t dilute the key message. (See “Plan your campaign” below).

Bullet points – this can be a great way to draw the readers eye and to list the key benefits that you are trying to get across.

Focus on benefits – remember people buy based on the benefits of what they get from your product or service. It is easy to come up with features of your business, if you get stuck or your not clear of the difference, ask yourself “so what” a couple of times – this will help you pull out the benefits from what might be a feature. Also benefits should relate to your target audience.

Know your target audience – know who your ideal customer is and who you are trying to engage with your advertisement. This will not only help you decide where to place your ad but also steer you towards writing copy that appeals to the demographic you are targeting.

Plan your campaigns – one ad is unlikely to get a return on investment. Readers/viewers will need to see you a number of times before they are likely to take action. This is also why you don’t have to cram everything into the first outing of your ad as you can cover other things in the future.

Contact details – make sure your contact details are easy to see on the ad. You don’t have to include everything, in fact maybe having less limits the number of choices and makes it easier to track the activity that may arise from your advertisement.

Call to action – finally have a call to action. Tell people what you want them to do next as a result of looking at your ad. Is it call you, email you, go to a website, etc.

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