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Five Key Principles to Creating Ads That Work

Image by Andrey Bayda
Image by Andrey Bayda

It doesn’t matter whether your business has been around for two months or two decades—a careful marketing strategy is essential to your success. A good advertisement can bring in new customers or remind your old customers what you have to offer. Effective advertisements share a few of the same qualities. They are engaging, relevant, and well-timed—and most importantly, they draw customers in to your business. Check out the five key principles that stand behind all successful advertisements.

1. Make People Stop and Pay Attention
First, your advertisement should make people stop what they’re doing and pay attention. Most consumers view advertisements as interruptions and automatically ignore the messages. Your advertisement needs to be engaging and catch their interest. However, catching someone’s interest isn’t enough. Many advertisements attract attention through gimmicks and jokes, but the important parts of the message—the company’s name or product—don’t stick with the customer. An effective advertisement is interesting and also informative, staying in the customer’s mind after he or she has moved on.

2. Advertise in the Right Places
From television to the Internet to the newspaper, there are plenty of places to advertise—but marketing mediums are not created equally. Choose the advertising platforms that are most relevant to your audience and create ads designed especially for the venues. For example, a restaurant might create a morning radio commercial advertising their new breakfast sandwiches while simultaneously advertising a dinner special on local evening television. Think about what your customers will be doing when they see your ad and plan a message that is tuned to their interests.

3. Appeal to Emotion and Reason
To create an effective advertisement, it’s essential to understand why people buy products and services. There are certainly logical reasons at hand based on the customer’s needs, but most consumers also base their purchases on emotional reasons. The most successful advertisements simultaneously appeal to a customer’s rational and emotional sides. Catch your customer’s attention first with an emotional appeal that will make him or her want the product, and then follow up with rational reasons to convince the customer that he or she needs the product.

4. Focus On Frequency
Because most people ignore advertisements, customers typically need to be exposed to your message about three times before they will become aware of what you’re offering. Of course, the first three exposures aren’t enough to guarantee a sale. Most consumers generally need 9-12 exposures to a message before they are ready to make a decision or a purchase. That means that it’s important to run your ads frequently—and in many cases, across multiple platforms—if you hope to reach a wider audience and increase your sales.

5. Coordinate Your Advertising Efforts
To increase customer awareness about your product, coordinate your marketing efforts so that each advertisement clearly reflects your company and your brand. Consumers are more likely to take note of your business when you have an integrated marketing plan that includes advertisements across multiple platforms. By using the same theme of your television commercial in a magazine ad or on a website banner, customers will become more aware of what you’re selling and they’ll be more likely to remember your company’s name when they’re finally ready to buy.

If you’d like to find your greatest advertising opportunities, contact Red Crow Marketing here or call us at 417-889-1658 for a free marketing assessment.


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