Creating the right ad.
Your ad may be your prospect's first impression of your business—make it the right one.
Whether you're using television, online, radio, or any other form of advertising, you need the right ad to get your message to your customers, clients, and prospects. With thousands of brands to choose from, Americans rely on the emotion and impressions they have about a product or service—sometimes even more than the actual features or benefits.
The first thing you need to decide is what type of ad you want to create.
Your ad must reflect the quality and image you want to project to your
target audience, as well as succinctly state your highest value or benefit to your customer.
Three Major Types of Ads
Awareness Ad
These ads are good for raising awareness of a new business, or reinforcing or
heightening your company image. Often this type of ad pitches your business or service in a more general way—who you are, what you do, where you're located. Awareness ads are better for larger businesses with little to no seasonality that can afford to advertise for longer periods of time. This is a long-term investment strategy to build customer preference, recognition, and loyalty over the long haul.
Limited Time Offer or Event
These ads focus on sales, special offers, or seasonal events that can serve as big draws for your business. Use limited time offers to bring in foot traffic or increase your phone calls during your event.
Call-to-Action
A call-to-action ad is often the most practical commercial for a local business. It usually has a “call now” variant, whether it be “call now,” “stop by,” or “visit our website.” Often, a good “call now” strategy rewards your customer with a discount, gift, or special offer for prompt action.
Building your ad.
Once you've decided on the type of ad you want, you need to create the right
message. First, think about your customers and what they will respond to—the tone of your ad. Clear and direct is nearly always best, but do you also need your ad to be funny, dramatic, emotional, sentimental?
Next, you need to create the right message. In television or radio you only have thirty seconds to convince your customer to use you. In online advertising, you may only have ten to fifteen words to grab their attention! Think carefully about what you want your prospect to learn about you.
Why should your customer use you? What sets you apart from the competition? If you can only get a single value or benefit across, what is it? Move your consumers to take action and remember your company. Have them go to your location, set up an appointment, or think of you first when they are in the market for the services or products you offer.
Most importantly of all, be sure to include information about how a customer may reach you—either by phone, a website, email, address or all of the above. At the end of the day, an extremely clever ad won't work if the viewer doesn't remember who you are and what you are selling.