February 18, 2008
Steps To Create An Effective Ad
In In General
What makes a good advertisement?
The Eternal question
Despite spending the billions of dollars, the magic secret that will ensure a winner advertisement has not been discovere. If so were the case, those who knew would be billionaires and busy in guarding that secret.
At the same time, there are some advertisements that are successful where others fail. Some people make more hits than others while others don’t.
The aim of this article is to discuss the things that work. In next few paragraphs we would discuss the techniques, methods, and principles that maximize the chance of creating a winner ads.
Right Product, Right Audience
Eugene Schwartz writes “Copy cannot create desire for a product.It can only focus already-existing desires onto a particular product. The copywriter’s task is not to create this mass desire–but to channel and direct it.”
Your advertisement must target the right audience. You cannot sell anything to anyone and everything to everyone.
Create An Impactful Headline.
The headline is the most important element of your ad. The main purpose of the headline is to grab the reader’s attention and make him stop long enough to notice and start reading your ad.
Opening Paragraph Expands Headline
Your paragraph needs to expand the headline. It must immediately follow up the matter in the headline and must serve as continuation of the headline. If the headline asks a question, the paragraph should immediately answer it. Along with headline, first paragraph must tell entirely what your ad is about.
Ad Body
List all the key points and then decide which are strongest. These are the points that would convince your reader for response.
List all the points and then work on expanding those key points in order of importance. Repeat this for every pont and you would build nice copy.
Be Specific
Being specific is very necessary to leave an impact.There are two benefits to being specific: First, it gives the customer the information he or she needs before making a buying decision. Second, it creates believability.
What Is In For Your Customer
You must give features of your product but that should tell your reader the benefits of the product instead of mere praise of the product. Good advertising copyis client-centered.
The reader’s own concerns, needs, desires, fears, and problems are all more important to him than your product.
Converse.
The most effective copy is written in a plain, simple, conversational language
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