Preparing the Ads:
Preparing the Ads:
A good ad arouses curiosity, lures in prospects, and invites them to participate.that it almost always pays to have professional help. Hire the best designer and copywriter you can afford at the start. Later you can ask newspapers, radio stations or magazines to follow your guidelines in preparing specific ads if you can’t afford to continue relying on professionals. How do you know a good ad when you read, write, design or evaluate one? Most importantly, a good ad focuses on one message — the single idea you want this ad to convey. That idea may revolve around price, features, convenience, quality, enhanced technology or a time-limited offer. Support that idea with as much copy or illustration
as time or space allows.
Also, good ads rely on “The Three I’s”:
Involve, Inform and Illustrate.
– Involve the audience. A good ad arouses curiosity, lures in prospects, and invites them to participate. It does that with words, images or sounds that are compelling and with information that aims at their strongest interests.
Example: “Please Your Client & Your Accountant” appeals to the reader’s desire to be doubly successful by giving good service and making money.
– Inform the buyer. Your prospect wants the answer to one question: “What’s in it for me?” This may be a faster, easier, or less expensive way to attain a specific objective — “Trans Europa Express: The Fast Track to the Time of Your Life,” for example. Or it may be something less tangible — stylishness, prestige, praise or the admiration of friends and colleagues.
Look at clothing, soft drink and health club ads for good examples of this appeal.
–Illustrate the benefit. Even people who aren’t paying much attention while turning the channel or the page can see your message in a micro-second — if it’s well illustrated. This means not only illustrating the product or service, but the benefit as well.
Example: Campbell Soup advertising shows mom and her kids in a traditional kitchen setting with a loving atmosphere and hot soup. Nordic Track ads portray a slim young man or woman exercising. Both imply the customer will also look or feel that way by using the products being advertised.
You can even illustrate radio and television ads with your choice of music and background sound effects.
Bookmark us here: cyourad.com
