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Advertising - What Makes a Good Advert?

So, what makes a good advert? Is it the image, is it the copy? All businesses need promotion, and effective advertising is an essential part of this. Without new customers, your business is more than likely to fail. Adverts can be applied to brochures, emails, flyers, magazine & newspaper ads, online advertisements, postcards, websites and much more.


Firstly, you need to define your Unique Selling Proposition (USP). What makes you stand out from the competition? In other words, what makes you different? What do you have that no one else does? Your consumer needs to understand why they should buy your specific product.


Next, use an effective headline. On average, people are five times more likely to read the headline as the rest of the copy. This is 80% of your advertising budget! Therefore, well written copy is important as it needs to engage with the 20% of customers that made it past the headline. Copy should be creative, concise and easy to read.


Use exciting graphics. This could be purely graphical or mixed with commissioned or royalty free stock photography. Customers don’t always read what has been written for an advert, so visual interest is vitally important.   (For more information on Effective Advertising click here)


Consumer offers and explanations of your products or services are also important. People are more interested in how they can benefit from your company rather than what it does. Also, give your customers a call to action, whether it be telling them to ‘click to order’ or encouraging them to email you to find out more about your services or join your weekly newsletter.


Trust is also important. A couple of positive testimonials within the advertisement can help build trust in your business and show your customer that they have made the right choice.


Finally, remember to include your contact information. It sounds like an obvious statement to make, but you would not believe how many times I have seen this omitted from a published advert. Not only have you told your consumer where you can get your products or services, but you can now track your adverts to see how well your campaign is working.


 
Please note that the views, thoughts, and opinions expressed in this article belong solely to the author, and not necessarily to any other group or individual. To ensure you are fully compliant with all current legislation, please take legal/professional advice and do not rely solely on the information provided in these articles.



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