Content

• Steps
• Advice

Creating ads that persuade potential customers can seem like a daunting task. However, it is not that complicated. Actually here, the simpler the better. As a result of intelligence, creativity and brand identity, advertising is almost indispensable in today's economic market. In the digital environment, advertising is changing rapidly. Many companies have little or no use of traditional advertising and rely entirely on social media networks. However, while the platform can change over the years, the essential content in an ad remains the same. Refer to the steps below to plan, write, design, and test your ads.

Steps

Part 1 of 4: Understand your audience

1. 

   
   
   Identify your target audience. Maybe your business or product has an appeal to a relatively wide audience, but often to be effective, you should only aim for this specific subset of this population. A single ad cannot attract or target every audience: this is something we have to accept to consider what are the most important clients of the current project. Such as:
   • If you're advertising for baby stroller, your audience will more likely be someone with young children instead of unmarried women.
   • If you're promoting a graphics card, your audience may have to know a bit about computers to realize that the old graphics card needs an upgrade.

2. 

   
   
   Describe your target audience. Here, the more detailed the description, the more effective your ad will be and hitting the right audience. Have your target audience in mind, and ask yourself the following questions:
   • What age range and gender are they in?
   • Do they live in big cities or in rural areas?
   • What range of their income? Are they wealthy CEOs or budget college students?
   • What other products do they use or enjoy? Do they use your company's other products?

3. 

   
   
   Describe the relationship between your target customer and your product. After you've described your target customer's basic demographic and lifestyle information, it's time to look at the person's interactions with your particular product. Consider the following points:
   • Will they use it? Will they use it immediately or only when needed?
   • How often will they use it? Only once? Daily? Weekly?
   • Will they see the benefits / functionality of the product immediately or will you have to show them?

4. 

   Identify competitors. Hopefully, you have taken the competition into account when designing your product. At this point, you should consider how advertising can explicitly challenge (or complement) your competitors' advertising efforts and how they will likely respond to advertising coming from you. .
   • Question: Is the product currently on the market offering the same functionality as yours? If so, focus on the differences, especially on how your product outperforms the competition.

5. 

   Describe the current market. Consider your product's current position in the market. Is that the item that is "hot" and popular? If so, can you distinguish your product from the ones available in the market and how can you do that? You should also consider the competitive landscape and the customers entering the market. Please answer the following questions:
   • Have customers trusted / recognized your brand or not?
   • Do you hope to convince existing users of your competitor's product to switch to yours?
   • Are you targeting people who haven't found the product for their problem? Just Does your product do that?

6. 

   Strategy development. Based on the information you have gathered about your target audience and how they will likely view your product, you are now ready for an advertising strategy. Your strategy should consider the following three factors: the company (you), the customer (the last name, the target audience), and the competition (in English, these three are also referred to as 3C: Company. , Customer and Competition).
   • Although this is a complex topic, if you focus on the wishes, strengths, and possible future actions of the three players in the market (you, your customers and your competitors), then Anyone will be able to formulate a complex strategy.
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Part 2 of 4: Copywriting

1. 

   Find catchy and memorable catchphrases. This sentence should be short and sweet: the average product needs a maximum of six to seven words. If you read a sentence aloud and feel the meaning, rewrite it. Whatever it is, it needs to attract attention and convince customers that your product is different from any other product. You can use:
   • Rhymes - "When you need paper, remember Saigon"
   • Humor - "Nippon paint - Nice butt paint!"
   • Word play - "Every word‘ kiss' starts with ‘Kay’
   • Creative image - Yellow page: "Use hands instead of feet"
   • Metaphor - "An essential part of life"
   • Back consonant - "Same white skin, afraid to catch the sun"
   • A personal commitment - Motel 6: “We are always waiting for you”
   • Subjective mitigation statement - Carlsberg Beer puts a large billboard in the center of Copenhagen, which reads: "Probably the best beer in town".

2. 

   Make it easy to remember. At the point of purchase, the buyer must immediately think of your message. When you borrow familiar advertising phrases (such as “innovate and improve”, “guarantee” or “free gift”), your ad will get mixed with thousands of other ads. In addition, listeners are so familiar with the cliches that they cannot hear any more (listen to the song). Step Right Up by Tom Waits to see what nonsense cliches sound like when they're together).
   • The most important thing is the customer perceptions, not their thoughts.If they have feelings for your brand, you are successful.
   • If you have to say a lot, getting the reader's attention by surprise is especially helpful. For example, long announcements with an environmental orientation will not attract much attention without a catchy, eye-catching catchphrase: to understand the joke, the reader will have to read on.
   • Know how to be funny without being offensive or controversial. It is okay to use the final limits of the common sense to attract attention, but don't go too far: the product should be identified by its own values, not because Rude advertising comes.

3. 

   Use convincing techniques. Note that persuasion doesn't really mean "persuasion" here. The key is to get consumers to feel more about your product than someone else's. For most people, the buying choice is based on how it feels. Here are some of the proven methods that advertisers are still using a lot, including:
   • Repetition: Leave the product in the listener's mind by repeating key elements over and over again. People often have to hear your name many times before they realize they've heard it (you can use the ad chorus but it can also make the listener uncomfortable). If you plan to go in this direction, brainstorm, find more obvious and creative repetition techniques, such as the one used in Budweiser's frog ad (“bud-weis-er-bud-weis-er- bud-weis-er ”). Although you think you hate repetition, repetition, people remember it and at that point, you have won half of the victory.
   • Conventional: Challenge consumers to find a good reason to are not buy products or services.
   • Humor: Makes consumers laugh, which makes you more memorable and deserves to be liked. And it is especially effective when it comes to honesty. Not the most successful business in the industry? Advertise that they won't have to queue for long.
   • State of emergency: Convince consumers that time is precious. Incentive programs, time-limited liquidation or similar are the most common ways. However, as mentioned above, we need to avoid using meaningless sentences that will be ignored by customers.

4. 

   Be engaging with your target audience. Take note of your target audience's age group, income level, and special interests. You should also consider the tone and image of the ad. Regularly check with your audience to see what their reaction is. If it doesn't appeal to shoppers, even if it's unprecedentedly good, it is still an ineffective advertisement. Eg:
   • Children are often overstimulated. Therefore, you need to get their attention on multiple levels, with colors, sounds and pictures.
   • Young people value humor, often acting on trends and influenced by their peers.
   • Adults are wiser and make choices based on quality, subtle humor, and values.

5. 

   Find ways to connect with consumer wants. Review your advertising strategy. Make sure you focus on the most appealing aspects of your product. Thanks to where it attracts people? What sets it apart from similar products? What do you like best about it? They can be good starting points for your ad.
   • Ask yourself if your product or event is 'class'. Are you selling something that people will buy to feel better about your social or economic status? For example, a gala night ticket is designed to give a feeling of luxury and elegance, even when the fare is much lower than what the richest can afford. If are To sell such a product, design an advertisement that feels luxurious.
   • Determine whether your product has practical value or not. If selling products designed for everyday tasks or making consumers' lives more comfortable, such as a vacuum cleaner, go the other direction. Instead of emphasizing luxury, you should focus on how the product or event can help the user relax and have peace of mind.
   • Is some unmet need / want or some consumer dissatisfaction opening the market for your particular product? Please rate this niche.

6. 

   Make sure you have included any important information. If a customer wants to know your address, phone number or website (or all three) to find out / buy a product, put this information somewhere in the ad. If you're promoting an event, you'll need location, time, and fare information.
   • The most important thing in advertising is the "call to action". What should consumers do right after viewing the ad? Make sure you tell them what to do!

7. 

   Determine when and where to advertise. If promoting an event that is expected to have more than 100 attendees, start promoting at least 6 to 8 weeks before the event. If the attendance is less, start advertising 3 to 4 weeks in advance. With the product, you should consider times of the year when people tend to buy more.
   • For example, if it's a vacuum cleaner, you will probably sell better in the spring, when everyone is cleaning the house for Tet.
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Part 3 of 4: Advertising design

1. 

   Choose images that are easy to remember. Simple but unpredictable is often the best direction. For example, Apple couldn't be more intuitive to just use angled shadows on a colored background, just enough for viewers to see the iPods they're selling, but their ads are instantly recognized as thanks to them unlike any other advertisement.

2. 

   Highlight your differences from top competitors. Burgers are really sandwiches, but with that mindset, you won't be able to sell. Use advertising to stand out from your competitors. To avoid being sued, talk about the product your instead of them.
   • The Burger King ad, for example, mocks the size of the Big Mac when it comes to reality: that was Big Mac box. Ultimately, that does not give McDonald any legal basis to retaliate.

3. 

   Business logo design (optional). One picture can replace a thousand words, and if the logo works well enough, you won't have to use unnecessary words (Nike's backslash, Apple's bitten apple, McDonald's arc , the shell of Chevron). If you run your ads on TV or newspaper, you can build a simple and engaging image that will stay in the mind of the viewer. Consider the following points:
   • Do you have a logo yet? If possible, find fresh and creative ways to reimagine it.
   • Have you identified the common color schemes to use? If the brand can be immediately identified from the colors in the ad or logo, you should take advantage of that. McDonald's, Google and Coca-Cola are good examples.

4. 

   Find software or techniques to create ads. How you create your ad will depend on the medium in which you advertise it. Note that if you start from scratch, it will take a lot of time to acquire design skills or skills to use design application. In this case, you can go to freelance sites like craiglist or 99designs for help. If you want to give it a try on your own, here are some technical tips to get you started:
   • If you're going to create a small print ad (like a flyer or a magazine ad), try using software like Adobe InDesign or Photoshop. Or, if you don't want to pay, you can use GIMP or Pixlr.
   • If you're planning on creating a promotional video, you can try working with iMovie, Picasa, or Windows Midea Player.
   • For audio ads, you can use Audacity or iTunes.
   • For large print ads (such as billboards), in order to do so, you will probably have to use a print shop service. Ask them to recommend what software to use.
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Part 4 of 4: Test your ads

1. 

   Encourage customers to call someone. If calling the company is one of the options for customers to respond to the ad, direct them, such as: "call A". In another ad, direct them to "call B". Whether A or B exists or not does not matter, the important thing here is how many calls to A and how many calls to B. This is a completely free way for you to know whether advertising can attract viewers or not.

2. 

   Development of online data tracking system. If it is an online advertising that allows clicks to access or directs customers to a specific website address, you will immediately grasp its effectiveness. Many data tracking tools are available to assist you.
   • Make sure that your ad is grabbing attention but not offending viewers. People generally dislike giant commercials, self-dance ads and anything that randomly plays loud music.
   • If annoying, viewers are more likely to turn off your ad, and as a result, you won't get as many views.

3. 

   Direct customers to different URLs on your site. This is a great way to directly compare the effectiveness of two distinct ads running concurrently. Set your website to have different landing pages for each ad that you are running, then check how many visitors each page has. Now you have a simple, discreet way to determine which advertising strategy is most compelling.
   • Track the number of visits of each page. As a result, it has become easier to determine what works and what doesn't. Just a simple counter is enough.
   • Even if you really like a design, your audience may not like it. If it doesn't get enough views, try a different method.

4. 

   Gift vouchers of different colors. If gifting a voucher is part of your advertising strategy, make sure each ad uses a different color for the offer that goes with it. As a result, you can check separately. Coupons also help customers better differentiate your ads.
   • Not interested in color? You can experiment with different fonts, sizes, and shapes.

5. 

   Evaluate general responses for your ad. This way, you can identify how your first attempt performs and learn lessons for the next time. Ask yourself the following questions and customize the next ad based on what you have just learned:
   • Do your sales increase, decrease, or stay the same after you've run your ads?
   • Do ads contribute to changes in your parameters?
   • Wondering why sales have changed. It's good advertising because of factors beyond your control (such as the recession).
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Advice

• Test, test and then test your ad again.
• Less is always better. The less readers must read, the less audience must perceive, the more auspicious waiting for your ad.
• Advertising costs a lot of money, and with good advertising, each of your money will be used extremely effectively. Maybe you should hire a professional copywriter to get a great ad.
• When possible, use command / action verbs like 'buy now'.
• Avoid using dull colors or fine print: your ad will not attract attention. Keep in mind that the human eye is often attracted to things with bright colors and if an ad doesn't have an eye-catching color, it won't get much attention. Your design needs to be special and outstanding, not just a secondary product.
• Make sure that the ad is placed in the right place. Target customers need to see it.
• Consider what your ad will look like in retrospect. Advertising can and should use modern design trends, techniques and language but should not let everyone, after 10 years, look back and be completely shocked at (no longer relevant) content of it.
• Review and read the ad again, asking yourself: "Is it enough to convince me?" good

"Whether my product Is it good enough for me to buy? ".