Most people want to put up ads or banners exalting their companies expertise. A lot of companies subscribe to “most bang for your buck” and want to put the declaration of independence on an add the size of a postage stamp size ad. These fallacies can cost you a lot of money and, in the end, bring little return.

Let’s cover some basic principles of advertising that will help with your ads:

1. People are walking around think about 1 person - not you.

While there is a time and place to extol your virtues, your ads are not the place. Consumers want to know what’s in it for them. Address a pain or pleasure and provide a solution for them.

2. Purchasing is an emotional decision.

If this weren’t true, credit card companies would go out of business. People respond to images and text that pull their heart strings. If you are selling widgets for kids, rather than just show the widget, show a happy child playing with the widget. this is more likely to get the parents attention. Pleasing or stirring images will catch consumers attention more than plain photos of your product and droning text about all your features and benefits. Make them comfortable with you.

3. Keep it simple

If an ad is inundated with offers and other services you provide, there will be confusion and ultimately no action will be taken. Be direct. Clever and surprising messages can be effective but not if the message is lost. Focus on one product or service. Tell them what they receive by acting now. Make this action trackable. Point them to your website for more details about you and other services you provide. You can develop a special landing page to keep track of who responds.

You need to be attuned to who your target audience is and what makes them tick. You need to know their likes and dislikes, what clubs they belong to, where they get their news, and what political and religious beliefs they adhere to. The more you know about them, the easier it is to appeal to them.

Now get out there and look good!

Chris Motley
Motley Creations

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