Digital Marketing

Tips for Writing Great Ads for Great Results

Tom

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Putting structure to their ideas

There are so many mediums in which to promote your product, service or company these days that the styles for writing them have changed. A lot.

However, there are a few tried and true basics to writing short commercial spots that cover just about any medium from TV to radio, social media and even print.

Try some of these tips to get your message across and make your business grow!

  1. Open with the problem/need and get to the point.
    Your potential customers probably lead busy lives and are distracted by any number of pressures on their time.
    Know what you want to communicate and do it succinctly.
  2. Have a single core message or a key message statement using keywords.
    What is the one thing you want the targeted listener to hear, understand and remember?
    Break your sentences into smaller ones that are short and direct.
    Use different sentence structures.
  3. Make simple yet specific claims and never stretch the truth.
    Outline key points that your potential customers need to know that will make them want to purchase your product or service.
    You can also state your claim as a question.
    Who wants to…? Would you like to…? Focus on benefits more than features.
  4. Frame your product as the solution from the customer’s perspective. What will be the outcome?
    Empathy can be a powerful technique. People don’t always want to buy things, they often need solutions to a problem.
    Let them know that you or your company understands what they are going through and you then create a bond.
  5. Do your research. By researching your audience, you know what you want to say before you start writing.
  6. Don’t write to impress people.
    Speak/use the language your listener speaks and write in a way that is almost conversational.
  7. Understand your reader.
    Write as if the copy is aimed at one person.
  8. Don’t go with your first draft. Re-write it a few times and then get a second opinion.
    Write lots of headlines until one stands out. Sometimes stating the headline as a question can be effective.
  9. End with a single call to action.
    What does the customer need to do next to contact you or purchase your product?
  10. Test the results and then improve from them.
    What went right and what went wrong?

Advertising is far from an exact science and its benefits are one of the most intangible of any business.

You may not be sure your promotions are working, but you should keep at it because if you don’t, they definitely won’t work.

Building awareness of your brand, service or product takes time and you have to keep at it.

Even the most recognized brands in the world need to keep their profile up and they spend lots of money doing it.

Hopefully the tips above will help get you started without having to rely on an ad agency, at least until you are so big the folks on Madison Avenue are pitching their ideas to you!

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