Whether you’re indulging in immigration advertising or a marketing campaign for a new make-up range, here are nine factors that will help you strike a chord with your target audience.
1. What makes you stand out?
The average consumer is supposedly exposed to thousands to adverts every day, so you better make sure yours does something to stand out. A bold color scheme is a great start, but you’ll ideally be offering something that the audience has never seen before, either within the design of your advert or the offer being advertised.
2. Use a powerful headline
With many forms of advertising, you typically have less than a second to capture your audience’s attention. A powerful headline is a great way to do this. A powerful headline surprises the reader or at least sparks their curiosity. If your headline is run-of-the-mill, the chances are you’ve already lost the battle to win the reader over.
3. Make an offer
Consumers need a reason to buy. Make them a great offer and you’ve already taken a great step towards converting them into a customer.
4. Focus on how the customer will feel
This is the secret sauce that makes people take action. Consumers aren’t bought into a product as much as they are convinced by how it will make them feel. What is the result of buying your product or service? Focus on that.
5. Take away your customer’s fear
What are the typical reservations that prevent your customers from making action. Your advertisement is a great place to dispel these fears.
6. Call to action
Spell out exactly what it is that you want your readers to do, even if it seems obvious to you. Studies have shown that a strong to call to action makes people more likely to act upon adverts.
7. Add urgency
The inherent laziness of humans is no more apparent than when they’re being told to buy something. Even if something seems like a fantastic offer, there appears to be something in the human brain convincing them to do it tomorrow. Our brains will conserve energy resources in the most incredible ways.
However, if the offer is truly irresistible and there’s a time limit attached, that is a fantastic strategy to encourage instant action. A strict deadline attached to an offer works incredibly well, but even warning readers that ‘stocks are limited’ can do the trick.
8. Use testimonials
You need to build trust among consumers in order to create an effective advert and testimonials are a fantastic tool to do that. We tend to trust third-party opinions about a company more than what the company says about themselves.
9. Complete contact information
The typical human attention span is so short that you could lose the sale if the consumer gets stuck at any part of the process. One way around this to make your company’s contact details clear on the advert. That way, they’re under no illusions about how to contact someone for assistance.