If you're going to go to the expense of advertising you need to write an advert which is going to be effective. Here are our tips.
Before you begin
- Determine your objective - for example, do you want to build brand awareness or direct action?
- Consider your target audience - think about how you can help them and why they should get in touch.
- Review the competition - look at their adverts and pull out those which work well as good examples.
- Review the publication - scan the publication to get a feel for the type of editorial and the other types of adverts.
Using AIDA to write an advert
The acronym 'AIDA' is a widely used tool to help make your adverts effective and is the gold standard. Follow this format as much as possible when you write an advert.
Attention
Write a short, attention-grabbing headline, highlighting the key benefit of your product or service or announcing your offer.
Interest
Now you've captured their initial interest expand on the headline. Outline the offering, summarising the key benefits.
Desire
Further sell the benefits and provide proof of your claims. Demonstrate how you can solve their problem.
Make your customers feel like you are talking to them directly by using "you".
Action
Include a call to action to prompt a response - for example, "Call now", "Click here", or "Buy now".
Other things to consider:
- Use high-quality images to attract attention and reinforce your message.
- Use simple, clear and concise language.
- Avoid lengthy text.
- Use a professional designer.
- Build in a tracking mechanism if you can so you can ascertain the response level - for example, a virtual phone number, unique URL, or discount code.
Example of a good advert
Browsing through some local lifestyle magazines, we came across this advert which we think meets the AIDA model quite well:
- The headline is intriguing.
- The content below creates interest and desire albeit brief.
- The image grabs your attention.
- It's clear, uncluttered and stands out on the page.
- There is a call to action - the Discovery Morning.
- However, can you spot the one fundamental glaring error? There are no contact details anywhere on the advert!
If you're planning to advertise and would like some help to prepare an attention-grabbing advert, please get in touch.