Advertising is omnipresent in our daily lives. It is undoubtedly an effective tool to promote your business to new prospects. Have you ever done the exercise?
This article gives you some tips on how to write effective advertising.
What is an advertisement?
Before starting to write an advertisement, it is important to recall its definition and some theoretical principles.
Advertising is a form of communication whose objective is to guide consumers to adopt a behaviour / buy a product.
Creating an advertisement that engages your potential consumers is not easy. To achieve this, let’s first give way to a little theory. It is recommended to apply the AIDA method, 4 words to define the principles to be applied when creating an advertising campaign:
A for Attention: attract the target’s attention.
I for Interest: to arouse the interest of the target.
D for Desire: to create and maintain the desire for the product.
A for Purchase: convince the consumer to buy / act.
You now have 4 keys to practice to write an effective advertisement. On the practical side, it is also important to remember that a reader usually spends between 2 and 3 seconds reading an ad. It is therefore necessary to choose a major axis and a single message and, as far as possible, to stage them in an original way!
Avoid any unnecessary embellishments and images that would interfere with the readability and comprehension of your advertising….
How to write it?
Whatever its format and medium, your advertising must answer the following questions: Who? Who? What? What? Where? How? And why?
You must be able to indicate why your product/service is more suitable or better than those available on the market.
Keep in mind these 4 essential characteristics when carrying out your advertising:
IMPACT
The impact must be measured in order to evaluate the relevance and effectiveness of your advertising. To do this, you can, for example, specify a tracked number. For your advertising to have an impact, it is necessary to attract attention, to surprise the reader with a message, an offer that arouses his interest.
MEMORIZATION
Memorization allows the customer / prospect to recognize your brand. It contributes to the development of your reputation.
UNDERSTANDING
By offering a clear understanding of the added value of your product or service, then its target will be convinced of its interest and will not hesitate to act / carry out the act of purchase when the time comes.
POSITIONING
Positioning is the adaptation of the message to the image desired and developed by the company. This implies that your advertising should not be completely out of step with the image conveyed.
Mistakes to avoid!
Perform imprecise targeting
Above all, do not target an audience that is too large or too small. Each communication plan and action has its target, it is a basic rule.
Do not define your objectives
All the components of advertising depend on the objectives: choice of medium(s), words, targeting… The definition of objectives is the essential prerequisite for all communication actions, whatever they may be!
A lack of attention to word choice
Watch the title! A poorly chosen title will not arouse any interest and no one will read your ad.
Wrong choice of support
The study of your target audience will allow you to choose the most appropriate medium(s) to reach them.
An absence of recurrence
Do not limit the number of publications, the more there will be and the better it will be!
Neglecting certain supports
The small audience of some materials may encourage you to put them aside. Be aware that they too can influence consumer behaviour at their own level. Thus, it is better to invest in several small, well-targeted media rather than a 4 x 3 campaign that is too short!
Advertising effectively
The challenges of advertising around a brand or product
As a direct marketing tool by nature, advertising can be the means to achieve 3 priority objectives:
massively communicate the existence and positioning of a commercial offer of products or services,
influence an audience’s positive perception of the offer,
encourage purchase or re-purchase.
Advertising actions are almost essential for commercial companies that have a development strategy. The guidelines on advertising deserve particular attention, in particular with regard to:
to integrate each of the advertising actions in perfect coherence with the communication plan,
anticipate the impact of advertising actions on the production plan and the distribution networks operated,
the cost of each advertising medium in the overall “Pub Budget”,
the adequacy between the planned advertising investment and its likely contribution to the expected result in the short and medium term,
compliance with the legal and regulatory provisions relating to the field of activity concerned.
The choice of an advertising medium
An advertising campaign involves the choice of one or more media appropriate to the target audience and the expected result. If all media can potentially convey an advertising message, it is wise to choose the most appropriate medium according to its ability to activate all 6 advertising efficiency keys:
the programmed lifetime of the advertising action,
the planned release period,
the potential for dissemination to the priority target group,
the credibility of the medium to carry the message,
the expected impact on the target audience,
budget constraint.
When we assist our clients in the design of an advertising operation, we ensure that the media envisaged precisely meet the advertising objective. To achieve this, we measure the effectiveness of the selected media on a scale from 0 to 10 for each of the above keys.
We thus secure their orientations on the basis of a controlled and argued correlation between:
an advertising medium,
its added value in a specific communication area.
What added value for advertising?
No advertising program can claim to be effective if it does not fit perfectly into an overall concept of “communication”. However, advertising, which is intended to have a decisive impact on the purchasing decision, must bring its “share of the profit” to the recipient. Without being intrusive, an advertisement that is interesting will also offer:
rich advertising content based on argumentative information,
a stimulating, viral and active advertising scenario,
an advertising intensity so that the impact created extends beyond the operation.
By combining our strategic approach to marketing, graphic design and content creation (base line, arguments, etc.), we provide professionals with a service dedicated to:
strategic analysis prior to the launch of your advertising campaigns,
advertising design,
operational support for advertising actions,