Do you remember all of those books I told you about? Well, this post was inspired by one of them. Basically, I am taking 2 aspects of my life and smashing them together. Research (for articles) and Experience (I have a background in advertising… I live it every day).
Advertising is necessary. However, people are being advertised to constantly. Think about it. Count the number of “ads” you see in an hour. Not just on TV. Packaging, your cell phone, driving, you see ads everywhere!
How can a business owner possibly stand out? Or do they actually need to stand out to reach their target market?
10 Ways to Write More Effective Ads
Focus On Them
You have a business, so what? I don’t care… until you can help me. Anyone looking at your ad should know how you benefit them. If you don’t make your benefit known… well point number 2 explains it best.
Emphasize Benefits, not Features
Aren’t those the same thing? No. For example, when I was selling cell phones, one point I was supposed to point out was that they told me the importance of getting their email on their cell phone. The fact was, every phone lets you do that.
People will split hair over the 1.7 gigawatt processor or the flux capacitor, but in reality… I just want my email. Until you tell me I can get my email. I will believe that I can’t get my email.
Push Emotional Hot Buttons
I bet your boss gets mad when you don’t get his emails… see what I did there? It was easy. I am selling a cell phone because it can email angry bosses.
Incorporate Proof and Believability
Enough with the cell phones… have you ever read a review on Amazon? They are so useless. That is until you realize that you make your decisions based on them. Reviews build credibility. That is why it is a good idea to control the reviews people see. I bought some mounts for a GoPro. I was scared because one of the reviews said that one of the mounts broke within hours. I don’t even know if I have used that particular mount, but it still haunts me. (Nothing has broke, yet)
Have a Unique Selling Point
Good, Fast, and Cheap. Pick 2. You can’t be everything. Walmart is fast and cheap. Their employees all hate working there. Amazon is good and fast, but not always the cheapest. You don’t have to be everything, but you do have to be something.
You have 2 Seconds
Elevator pitches are a thing of the past. They were made for our grandparent’s generation. You know when people still talked. Now you don’t get a quick pitch. You get a sentence. If you don’t get the first 2 seconds, you don’t get anything.
Now that you have their attention, give as much information as possible. Use an economy of words. Say as much possible by using as few words as possible. Don’t get too wordy, but describe thoroughly.
Notice the last 3 sentences. all 3 said the same thing. One of them did it in 5 words. Only 2 of those words were over 3 letters. So, use an economy of words.
Don’t look cheap. Or ugly. If your ad copy looks like a Penn State football uniform… it probably needs more color.
If you are creating signs for the side of the road, spray paint, or permanent marker are not good choices.
I am good with copying a business model. Making your ad look like something someone else would create for their business… doesn’t do much good.
For example, when I was writing my first book the cover was originally red and yellow. Everyone made a McDonald’s reference. Yellow is catchy. However coupled with the right font, you are no longer advertising a book about investing, you are advertising cheeseburgers.
Read this post before time runs out. Not sure why it would, but it might.
While supplies last! Because I know how many companies will sell out of a product and just never make anymore.
Before it’s too late! Ok, you get the idea. Your ad should have an expiration.
Hopefully this helps you out.
Thanks for Reading,