The more I think about that title, the more broad and difficult to tackle in a single article it seems. With that in mind, let me clarify what I mean when I say “ad.” This article is going to be kind of a broad-brush, universally applicable sort of thing. There are a number of factors that determine the actual way the ad will be presented. The actual execution of the ad will vary based on those criteria, so as you read this, keep in mind that we are talking about elements, not a formula – things that are universally applicable and will enhance the effectiveness of the ad.
#1 – Decide on All the Variables.
I gave a nod to this one above. Before you write the ad copy (or hire a copywriting company to do it for you), it is necessary to know a few things about it. For example:
• Is this a text-only ad, or will there be visuals with it?
• What kind of content will the ad point to (a landing page, a product description, etc.)?
• Where is the ad going to run (social media, ad network, print media…)?
Once you know the answers to these questions, it is much easier to develop an ad that will be relevant to its audience and have congruity with the product or page to which it refers.
#2 – Develop a Powerful Headline.
It is very important that your headline be succinct and to the point. In the case of text-only ads, this is your one and only chance to grab the attention of the reader, so you have to do several things to ensure that happens.
For starters, you have to use language they can understand. By that, I mean you need to appeal to your audience’s personality, education, age, social status, etc. This is the part where I once again plug developing an ideal avatar or buyer persona. Once you do this, it becomes much easier to develop your marketing, and the first contact with your marketing efforts most customers or potential customers will see is your ad. For this reason, it has to speak their language, and it has to speak it fluently.
#3 – Address a Problem OR Appeal to a Perceived Need or Want.
It’s not always appropriate to hit pain points in an ad, but it can work in certain situations. In others, it’s just best to play to your audience’s emotions and meet their wants. For example, if I were selling a virtual stop-smoking hypnosis program, I would lead with the pain point in my ad.
Can’t quit smoking? Hypnosis can help!
If, however, I were trying to sell timeshares, I wouldn’t want problems and pain associated with that. I would want to build excitement and anticipation.
4 days, 3 Nights in Cancun for $199? Find out more here!
Again, it’s all in the context of the ad, the product or service it’s promoting, and the tone you wish to set with the headline. Vacations are never a problem, so don’t try leading with a pain point there. Do lead with pain points if your product or service actually solves a problem. This is true in your headline as well as in any additional text you might run with the ad.
#4 – Make a Solid Offer.
Promise the reader something in exchange for the click. Both of the above headline examples accomplish this, and they do it in a way that immerses the reader in the process. That’s a good side note, actually – keep readers involved in the ad. Offer them something while they are already finding themselves in the thick of your message. It makes them feel in control, as does making them an offer. “OK, I did my part, now make good on your promise.” Here’s the thing, though: You’d better do just that, or it’s Game Over.
#5 – Give a Clear Call to Action.
Again, you can do this right in the headline (just like my second example) or within the body of the ad. If you get to include a sub-headline for the first example, you might choose something like, “Click below to take your first step toward a smoke-free life.” Simply put, people will follow your directions if you’ve already captured their attention and made the right appeal to their emotions. In most ads, you have but one or two opportunities to do that, so make good use of your words!
A Word about Visuals
When you use pictures in your ads, it is practically mandatory to make a call to action part of your headline. If you don’t, it’s likely that people will become so immersed in the image they forget they need to take action. Don’t just inform. Make it clear why you put that picture there and see to it that people respond to the image the way you want them to.
Using these five simple steps can help you create some amazing ads that get even more amazing results, and it doesn’t matter what product or service you’re selling. Remember that it’s all about making a fast and powerful appeal to the emotions and, in the case of images and video, the senses, as well.