A well-written and strategically-placed advert can significantly improve your brand profile, increase awareness and generate sales leads.
While writing a great advertisement is an art, the key principles are easy to understand - helping you prepare your own advert or evaluate the work of an agency or copywriter working for you.
1. Advert basics
Choose the right media to reach your target market
- You need an understanding of your target market and which media they pay attention to. Check the readership profiles of potential media outlets to ensure they match your target market.
- Options include local, national and trade newspapers and magazines, online advertising and directories, sponsorship, radio and billboards.
Before writing anything, remind yourself of your objective
- Who are the consumers or businesses that make up your target market?
- What are you trying to achieve? For example, creating awareness, changing consumer perceptions or encouraging an immediate response.
Be clear about what you have to offer
- What are the key benefits of your product or service, and how do they set you apart from competitors?
- You need to be able to answer your target customer's primary question: "What's in it for me?"
Your advertisement needs to catch the reader's attention
- A good headline is essential.
- An eye-catching illustration or image can add impact.
- Good artwork and design will help your advertisement stand out.
- A clear call to action will encourage a response.
Follow the AIDA model - Attention, Interest, Desire, Action
- After the headline has captured the reader's attention, most advertisements use the main body copy to build up interest, create a desire for the product and ultimately prompt the reader to take action.
- If the advertisement is intended to provoke a response, make it easy for the reader.