Valid ads are reprinted on November 9

Target customers and target audience. Title, image, and body.

Although enterprises spend a lot of money on making and releasing advertisements, testing and evaluating the effectiveness of advertisements, there is still no "Magic magic" to ensure that advertisements are endless.

Some companies and some advertising documents have more successes than failures, while others have the opposite fate. Some advertisements are valid, while others are not.

Is there any skill that can help you increase the chances of success in the next advertisement, so that it can achieve immediate results and bring sales of products as you wish? The following nine basic principles are for your reference.

Suitable audience and products

It seems a little pediatric to launch the right product to the right audience. However, many companies believe that advertising is good enough to sell any product to anyone. This is a big mistake.

The author of breakthrough advertising is Eugene Schwartz. in his book, he wrote: "advertising itself does not make the audience have a desire to consume products, it can only focus the existing consumption desires of the audience on a specific product. The task of advertising text is to inspire and guide desires, rather than to create desires. "For example, no matter how amazing your advertisement is, a vegetarian will never eat steak at your new restaurant. However, you can use the tempting words in the advertisement to attract him to try your salad buffet.

Charles Inlander of the people 'S Medical Society is good at introducing appropriate products to the right audience. He wrote an advertisement about blood pressure: "Do you know seven early symptoms of hypertension? "In three years, this advertisement was published only about 10 times in prevention, the book for $4.95 sold more than 20 thousand million books.

This explains the secret to the success of an advertisement: "First, select the theme, and then find a suitable place to post your advertisement. You should aim at a magazine that is consistent with the positioning of your product customers. This is important. "In other words, it is to launch an appropriate product to the appropriate audience.

Highlight ad title

The importance of AD titles is second only to the choice of themes and publishing media. The main function of the title is to attract the attention of the reader and keep his eyes on the advertisement long enough to read your advertisement carefully.

There are many ways to help you do this. For example, an advertisement published in a newspaper has a compelling title: a lady with sparse hair and no luster, major news!

This title attracts the attention of potential customers for two reasons. First, it indicates that this is important news; second, it determines the object of the service (hair dull or sparse female ). As a result, more than one thousand two hundred women cut coupons each month and sent them to the advertisement company for a free booklet on hair care procedures.

Image and text integration to convey the main purpose

There should be a picture or picture in the advertisement to transfer the main meaning of the advertisement title from the screen. When combining images and text, the main idea of advertising should be delivered to readers. "Every good advertisement is a beautiful poster," wrote Alastair Crompton in the book the craft of copywriting: "readers can grasp the main idea of an advertisement at a Glance without having to carefully read the content. "

A simple picture is often the best picture. "There was a collector collecting a watch made in the 1920s S," said will stone of Hamilton watch, we copied it and tried to sell it with two different mail order advertisements. One of the advertisements is a big and influential picture, which highlights the entire watch in a simple background; another advertisement focuses on the era when the watch was born, that is, the prosperous 1920s s, with little rendering of the product itself. On the screen, there was a group of new school girls and a car in that age. As a result, the first advertisement that directly matches the product photo, that is, the product-centered advertisement, attracts three times the sales volume of the second advertisement. "

In general, it is better to use simple pictures to directly display products or their purposes than some strange and creative ideas. This is because the latter will take the lead and reduce the advertising sales power.

Eye-catching Layout Design

What kind of layout design is eye-catching? This can only be said. If you spend one or two minutes browsing some advertisements, you will find that some advertisements seem very comfortable and exciting. Some advertisements seem to attract your attention and make reading a pleasure. This layout design is exactly what you want. Try to avoid reading difficulties caused by your layout design.

Remember, your advertisement must have a "Focus", which is very important. The so-called "Focus" refers to the central and most conspicuous visual elements that attract the reader's attention on the entire page. The focus is generally the title or image of an advertisement. However, it may also be the initial segment of the coupon and ad body you provide to readers. Remember, if there are two or more pictures that are equally conspicuous in the same advertisement and compete for the attention of the readers, the readers will feel confused and do not know where to start reading. Therefore, make sure that a visual element in an advertisement is larger and more conspicuous than others.
 

Organize the text around the subject

What information needs to be mentioned in the body, and what does not need? To make this decision, you must first list the key points and decide which ones are most valuable and can impress readers.

First, we will list all the features of the product, and attach the benefits that each feature can bring to people. For example, an air conditioner features an Energy Efficiency Ratio (EER) of 9.2. The benefit it brings to customers is that it saves electricity.

After a complete list of product features and their corresponding benefits to customers is displayed, sort them by importance. Then, first mention the most important benefit in the ad body, and then add other benefits in sequence until your ad draft is convincing enough. Now, you have emphasized the most important reason for purchase to the readers in the space-limited advertisement draft.

Specific content

The most common mistakes in the current advertising industry are: ad text is too lazy to take time to do two things. The first is to understand the readers; the second is to deeply understand the features of the product and the benefits it can bring to people-that is, to give readers a reason to buy it, so the ad texts they create are boring. Clude Hopkins wrote in his book scientific advertising: "People will not accept the cliché and general talk, such text cannot leave any impression. "
 

A good advertisement is effective mainly because its content is specific and has something to say. There are two main advantages of advertising: First, it provides customers with the information they need before making a purchase decision; second, it also creates credibility. "Compared to exaggerated or general texts, it is easier for people to believe in a specific fact," said hookhoc. "

Does this mean that ad drafts are a series of facts and numbers listed? Of course not! However, Advertising planners can choose to use these facts to support their advertising words, which is the best weapon he can use. The text of the following advertisements is brilliant, clear, and true.
 

● Westinghouse air conditioning, model: megaaire R 5000, weighing only 59 lbs, with a maximum refrigerating area of 12x16 square feet. Buy a home device and install it in a few minutes-you can connect it to a power outlet like a lamp.

● Blublockers sunglasses can filter blue light to make the visual effects of objects clearer and have a strong three-dimensional effect. Blue is the shortest light wave in the spectrum we can see, and its focus lies in the slight front of our retina (this is the focal screen of our eyes. The blublockers lens filters blue light to protect your vision and make your object three-dimensional. Of course, there are more benefits ......

 

Customer first, product second
 

This sentence sounds self-contradictory, but not actually. There must be product-related information in advertisements, which must be important to the reader-he can find interesting and attractive things from them; he can find answers to many questions; his curiosity can be satisfied; he will trust what you say. In a word, this information prompts him to buy your product.

For readers, their concerns and expectations are more important than your products, companies, and goals. As Jeffrey lant, an internationally renowned marketing expert and CEO of worldprofit, said, good advertising must "Focus on customers and potential customers, focuses on how your products help them solve problems ". A product is in a secondary position. You need to consider it only when it involves the needs, expectations, and concerns of the advertising audience, or the benefits it wants. Company Profile is in the third place in advertising. You only need to consider it when your potential customers tend to deal with well-known companies with sound reputation and financial stability.
 

For example, it is better to say that "the company has more than 50 service centers nationwide" than to say "the company has set up more than 50 service centers nationwide, any one of them will provide you with timely and thoughtful services, and quickly deliver replacement parts to you. "The latter clearly expresses the benefits that the reader can gain. Also, it's better to say "cut your summer electricity bill by half" than "Save Energy ".

 

 Text cleansing, friendly and natural
 

In their eyes, the business marketing magazine's advertising critic team opened a monthly column to comment on the dynamics of the advertising industry, excellent ad texts should be as friendly and natural as conversations between friends.

Indeed, the advertisement text should not be flashy, giving people a high, detached feeling; or writing in a "company style", the official words cannot be used. The most effective ad drafts should be plain, simple, and conversational-if a person gives you help or advice, he will speak to you in this tone.

You can read some mail, health care, or financial advertisements. Their style and tone are exactly what you want.

Promote customer actions

To turn advertising into a marketing tool that inspires the reader's response, we need to do the following. First, identify what actions you want them to take. Do you want your potential customer to call you or write a letter or cut off the coupon and send it back to you for a discount? You want these readers to visit your store in person, ask for the product catalog or sales manual, determine the time to discuss with the sales staff, and try your product, or directly order the product you launched in the advertisement?

Second, push them to take action. In the last few paragraphs of the ad text, you should clearly describe the actions you want the readers to take and give sufficient reasons. For example:

● Cut off the coupon and send it now or call the free phone number. We will ......

● Call 1-800-□□□□□□□quickly to contact our nearest dealer!

● Send this card (or coupon) and we will give you a free installment. You can subscribe to it after reading it.

● The priceless book of POP marketing allows you to obtain the title of a master for free: 33 methods for improving the display of stores that every marketing director should know.

The third step is to provide readers with a feedback channel. You must emphasize this approach in the advertisement layout to simplify the process of getting in touch with you.

Free phone numbers appear in printed advertisements (usually printed with a large font size to attract attention), attached coupons, and feedback receipts embedded as plug pages are optional feedback channels.

Even if your advertisement does not necessarily require readers to provide feedback, you should also provide readers with a convenient contact channel. If they want to trade with you, they can easily contact you. This means you must attach the address and contact number to the advertisement.

The following cases can give us some interesting inspiration. Long Island lighting company once advertised on TV and claimed to provide users with free electricity manuals, this manual is available to the audience simply by calling the company's local office. However, no phone number is mentioned in the advertisement! Sadly, this farce is everywhere. Doesn't this mean that readers are not allowed to contact you or customers are not allowed to order your products?

Robert Bly is a freelance advertising writer and has 20 years of experience in B2B and direct marketing. He wrote Direct Mail ads for many publishing companies.