A.I.D.A.

It's the sequence of events that a customer goes through, before he or she makes a purchase. To create an advert that gets noticed whatever it's size follow the AIDA rule.

A = Attention
I = Interest
D = Desire
A = Action

An effective ad must generate Attention. This is usually done through a combination of headline and image. What sort of photographs and illustrations does the advertising industry use? Well, certainly not boring ones.

They must go on to create Interest in the reader/viewer.

From this position, Desire for the product or service is built up,

Until Action is taken - i.e. a request for further information.

Below are a few effective techniques to help in your advertising:

1 - Big is not necessarily better.
The human eye typically scans a page in a 'Z' pattern (i.e. top left to bottom right). Think about how you read a newspaper. Do you look (scan) for interesting headlines as you flip through the pages? We don't tend to sit there and read every single word on every single page, do we? You must have a show stopping headline in order to arrest attention

2 - Get into the mind of the buyer.
Take the time to understand the buyer. What is it that they really, really want? How do they describe it? What are their real needs?

3 - Talk in the language of benefits. Benefits are the real reasons that people buy things. Always focus on benefits in the mind of your buyer.

4 - Test different headlines.
Research has shown that at least five times the number of people will read your headline as opposed to those who actually read the bodycopy. Headlines should offer a benefit; be direct; arouse curiosity; and be up to a dozen - or more - words long. Once they have seen your ad, readers are just as likely to read a dozen words as they are to read three or four. (However - the first three or four words in a headline are the most important).

5 - People think in pictures.
Should you use photographs, illustrations and other images in your advertising? The answer is, space permitting, a resounding "Yes". Images catch the eye as the reader scans the page. The problem is that we are surrounded by so many marketing messages, that unless your advert 'jumps out' in some way - it will be overlooked. One of the best ways of doing this is through the use of an image.

6 - Write body copy which sells.
KEEP YOUR ADS SIMPLE AND TO THE POINT!

It's not just a great idea that creates a successful business. How your company advertises itself makes a difference too. If you'd like YOUR current advertising to create a BIGGER impact then please contact me.