Delete all your ads from the last year. continue. Rip them out of your magazine or newspaper (even better if you’re lucky enough to have proof). Also, rip out competitor ads – use as many as you can. Next, fold the company name, address, and logo. If the company name is in the headlines, cover them with paper and tape. Now stick them to the wall, put yours on top and your competitors below. Now stand back at least five feet. We will gradually work towards the most effective ad in the group (hopefully one of you).
Sight Test view
First, it’s very important, don’t read any of them. Instead, give them a quick, intuitive overview – what I call an “eyesight test.” Are your ads getting noticed? Or do they dissolve in equal pulp? Remember, your audience won’t see your ad in a vacuum, but dozens of competing ads in the same or similar magazine or newspaper. If your ad gets noticed, you’ll stand out.
Walk in and feel the picture
Get a little closer to your ad now. Get close enough to understand the feeling or image they project Like a new salesperson walking through the door, people’s first reaction is the overall image he or she projects. The same goes for advertising. Colors, designs, fonts should match your company’s image. A tennis shoe salesman might wear a referee’s shirt with a whistle around his neck, while a medical field worker might not. When your ads align with your company’s image, you’re one step closer to your target audience — and make a sale.
Are you projecting a consistent look?
Next comes an equally important aspect: consistency. All of your ads should project the same image. No, they don’t have to have the same image or title. However, they should all look as if they are from the same company. After all, this photo is your “known face” in the crowd. This is also something you work very hard for. It is unique to you and no one else’s. It’s like a good salesman finally walks in the door and makes his first sale. They don’t dream of changing suppliers later. If your ad looks like it’s from multiple different companies, your audience may think your product is. If your ad passes this test, then an effective ad is at your fingertips. This is exactly where you need to be next.
Location Arm Length
Just an arm’s length away from your favorite ad campaigns. The purpose of this test is to see how well you are positioned. Yes, you can now read your ad, but not learn more. Once you’ve completed the first paragraph, it should be fairly obvious how you position yourself. Positioning is basically how your audience perceives your product, service or company. For example, business people, engineers, and students all need Computers, but everyone has a different idea of what a Computer can do for them. If you provide a Computer to a businessman, it’s best to position it as a management or accounting tool. Students may respond better to advertisements that show Computers as writing and study aids. Engineers are more likely to buy a Computer if it is positioned as a design or research tool. In each case, the product is the same, but the positioning creates unique appeal for each market. And the bigger the attraction, the bigger the volume. After you’ve done your research, your targeting should bring readers closer to your ads and products.
Switch to an ad
We will now focus on one ad. So pick your favorite and get close enough to read comfortably. The title and image should answer the question, “How is this good for me?” If it’s not done quickly and efficiently, your audience may ignore it and not bother to read it. Some of the best salespeople in the world start their pitches with immediate customer benefit before they even introduce a product. They learned that customers want to know right away what a product can do for them—the biggest advantage. If the usefulness of your product is buried in the body and your main image is a paltry photo of your product or a photo of Earth floating in space, your ad won’t go very far. Sell to your competitors.
OK, it’s time for the close-up: the text. It should “reward” or support the claims you make in the headline by communicating the key benefits of the product in a strong and effective way. Essentially, you still have to answer the question “How is this good for me?”, but now you have more room to do so. They can be flashy, humorous, and even professional. But you have to convince readers that choosing your product has a big advantage over others. If you do it well, your ad will be successful. The rest is what all good salespeople do before they leave.
Lock and claim your order!
To do this, you need to be near the bottom of the ad. Be close enough to read your call-to-action, which should be short and direct, leaving readers with no doubts about what to do after reading the ad — make a phone call, clip a coupon, circle a bingo Card. It should also be clear what readers can expect – more information, schedule a demo, call the seller, get a sample. Readers also shouldn’t get too close to read this (don’t put this or your phone number in fine print). Remember, when a seller asks for an order or provides their phone number, it’s always loud and confident, never a whisper.There are obviously many market, demographic and personal factors that we don’t take into account. However, if you achieve the key goals we set, your audience will automatically move closer to your ads and products. That’s what effective advertising is all about.