How often have you seen an advert that’s really caught your attention, be it on TV, the web or increasingly on our mobile devices?
Now I’ll ask the question the other way round ‘how often to you read bland and boring adverts’, can you remember any or can you even recall the business or product name? The answer is most likely NO!
Here are my 10 tips to create a memorable ad:
1) Have a catchy title
What is the point to an advert if there is no statement, claim or question that’s memorable - No point at all. If copy is not your forte, hire a wordsmith.
2) Keep it simple
Avoid confusing your audience at all costs! Make sure you have a clear message and a valid reason to get in touch.
3) Ad Social Links
Increase your chances of engagement and show your social media links on your ads. It shows that you’re current and enables your audience to learn more.
4) Limit your copy
Don’t panic and cram in every bit of text you think your customers need to know! Just include the very basic information that gives the ad credibility and a reason to get in touch.
5) Use legible fonts
Avoid using type that’s too abstract to be read easily and don’t make it too small - why should we have to squint to read your message - we have better things to do with our time! Keep it readable and you will keep our attention.
6) Give space a chance
I’ve seen so many ads over the years crammed with content, a multitude of claims, a myriad of conflicting colour, or too many images. The power of space is a proven tool to add impact.
7) Get an incentive
What is the point of an ad that is just information about your business, service or product? Simply none. Give people a reason to read your ad with an incentive. This could be notification of a sale, special offer, reader discount, free gift etc.
8) Be different - Challenge conformity
It’s most likely that your product or service has a healthy amount of competition. So instead of toeing the line of conformity and common perception, try to think differently about your message to add impact.
9) Limit Jargon
Unless your ad is intended solely for peers in your industry, try to avoid jargon as much as you can. Ask yourself the question ‘would a customer know what this abbreviation or technical term means’? It’s better to be clear about what your product and service can do, than to confuse the reader.
10) Don’t DIY - Hire a designer!
Ultimately if you want your ads to work, don’t try and do it yourself or get a friend that dabbles in design to create them. That’s like performing open heart surgery after a few youtube tutorials!