The main objective of any advertising is to capture the imagination of the consumer. You actually have to introduce a thought that is more attractive than what is currently on the consumer’s mind. This is not an easy task to achieve given the large number of messages today that bombard the mind of the consumer.
First of all, keep in mind that it’s not just about writing an ad. Rather, it’s all about coming up with an advertising campaign, preferably long-term, which will consist of a series of commercials.
Use these 7 tips to captivate the consumer.
Now back to what I mentioned in the beginning. How do we introduce a more attractive thought in the mind of the consumer than the one that’s currently on his or her mind? This goal is achieved through the power of words. And it’s driven by a combination of some of the strategies mentioned below …
1. The best ads are about the consumer.
However politically incorrect this may sound, you need to know that you and your company are not really important to consumers. The most important thing for them is the person they see in the mirror each day. The next important thing is what the market offers to satisfy their needs or desires.
2. Be specific.
Often advertisers claim to have what consumers want. However, they fail to present any tangible evidence in that regard. Now, more than ever, be as clear as possible when you show in your ads the benefits of your product or service.
3. How to end.
When you begin working on a commercial or ad campaign, make sure you know exactly what you want to do. What is the key phrase that will lead people to take action? What is the purpose of their effort?
4. Where to start.
What’s the starting point for the consumer? In what situation is your product or service perceived to be attractive? What’s the problem to be solved or the need to be met?
5. What to leave out.
Regardless of the medium used, you’ll have a limited amount of space or time to make your point. As mentioned before, a good ad makes a point. Anything that does not contribute to this point should be removed. Define the point you need to make with this announcement. Remove all the additional information that may distract attention from the consumer. Nobody needs more ‘noise’ to add to what’s already going on around us.
6. Use verbs in the present tense.
By using the present tense, you’ll be talking about something that’s happening at this moment. Talking about the here and now activates the imagination. This is key to winning consumer attention in our society, where there is an excess of advertising messages constantly aimed at the consumer.
7. Show, don’t tell.
Don’t say that you offer quality products or give excellent service. Instead, use the power of words when creating your ad to demonstrate through real actions. After all, that’s what you really want to give to your customers.
Writing messages that captivate and persuade is not the same thing at all as following a recipe. The tools presented above may or may not be appropriate to you, depending on the product, the market, its position within it and your competition, to mention a few important factors. What works for some will be counterproductive for others.