Four simple (but essential) steps to creating an online ad that works
Want to reach new customers and sell more products online? Here are four simple (but essential) steps to creating an online ad that works.
The power of advertising is indisputable. In a world so packed with products, your company needs promotion to reach new customers and encourage them to buy.
And while there may be thousands of marketing professionals out there who can do the heavy lifting for you, it’s important that you understand how to create profitable ads as a business owner.
After all, you came up with your product or service, and you’re the best person to communicate its goals to the consumers. So, let’s start with the basics and review the core principles of effective marketing.
1) Emphasize your unique selling point
It doesn’t matter what you’re selling – there will always be competition on the market. So, it’s up to you to work out what makes your business different, and why a customer should pick YOU.
This is known as your unique selling point, or USP. Even if you don’t think that your company has anything novel to offer, a weak USP is better than none. Plus, once you discover it, you can tailor other parts of your business and develop the proposition.
You don’t have to be the only available company doing something to use it as your USP. You merely have to be the only one promoting it. If you’re stuck on what your USP is, we show you how to work it out here.
2) Make it logical
Once you find what makes you unique, it’s time to turn your USP into an advertisement.
Simplicity is vital here. Cramming too much information into an ad is overwhelming and off putting. It could even make your customers miss an essential part of your message.
Some of the critical clarity principles include:
- Imagery – add photos and graphic elaborations to attract attention and explain complex ideas.
- Colors – use palettes consistent with your brand and its image. You’re looking to build a recognizable piece of marketing.
- Wording – avoid complicated jargon that an average viewer wouldn’t understand. Common terminology is the way to go.
- Logos – place your trademark discreetly, not overpowering the aesthetic of the ad.
- Contact information – make it easy for viewers to contact you.
It’s also essential that you make your ad look professional. Hire a graphic designer for your printed commercials or a producer for creating video content. Leave the technical side to the experts to avoid looking shabby.
3) Use calls to action
The first part of your ad consists of telling your customers about what your company has to offer.
The second encourages viewers to take action – click on the ad, order a product, or purchase a service. More indirectly, it could tell viewers to contact you for more information or visit your website.
How do you do this? By using persuasive language and creating a sense of urgency. After they view your ad, most people will go on with their lives. So, push them to act immediately by:
- Making a time-limited offer.
- Mentioning an upcoming event where your product will be useful.
- Discussing a prominent problem that you’re solving.
- Giving away rewards to the first people to contact you.
In a world where people’s attention continually gets bombarded with new content, your window of opportunity closes with the ad. Don’t miss out on it.
4) Use emotional triggers
Most people who see your ad will run into it while casually browsing. So, it’ll be the most effective if it creates an emotional reaction. After all, people’s decisions rarely depend on logic alone.
To make your ad arouse the right emotions and affect people in the way you want it to, you need to understand your audience and determine what makes them tick. Then, speak directly to that sentiment.
Try not to make your advertisement hinge on negative triggers, though, but emphasize how your product will resolve an undesirable situation.
Carefully balance the emotional part of your message with the rest, too. Don’t forego being informative or make the emotional triggers too in-your-face.
Ready to create a powerful ad?
While calls to action and emotional triggers might seem over-the-top, remember how many ads everybody sees daily. They’re excellent tools for drawing attention, and getting noticed is your goal.
Once you capture people’s awareness, you should focus on delivering. Show what makes you stand out from the competition, fulfill your promises, and ad viewers will turn into loyal customers.
Need help creating powerful videos for your ads? Find out how boosted can help.
Photo by Kasaundra Bryant
