How to improve the effectiveness of advertising
When creating advertising it is useful to remember the famous commandments of the master of advertising David Ogilvy. He did not consider advertising as a "form of entertainment" and even as an art form. He called it the "information environment". The advertising message by Ogilvy should be not so much creative, how many interesting in terms of motive power for the acquisition of goods by the buyer.
For writing effective text gather as much information about the advertised product or service — much more than the amount of future publication. Clearly set your goals and objectives it is this advertising message. It should not "break out" from the overall advertising strategy of your firm, but at the same time carry the novelty or to have a special accent. The main thing — to give its customers that are not offered by competitors. Be sure to underline the unique feature of your trade offers.
If your advertising is placed in print options (media, leaflets, pamphlets, booklets), remember that it will review briefly what is called "diagonal" and the main attention will be paid to the first header. Very informative and it's bright and non-standard will cause the desired emotional response and interest in the rest of the text. Ogilvy said: if you do not declare the goods in the header, you can lose 80% of the money. An illustrative example of such an intriguing option: shell recommends 21 ways to prolong the life of your car".
Avoid in headlines and common phrases of impersonality when, instead of the name of your product or service can substitute almost any advertised object, for example: "our Furniture – your profit", "Plumbing for life", "Firm N: more than a friend", "Shop N: only real benefit".
Advertising text, usually has three classic components: introduction, main part, conclusion. The introduction might briefly inform on the company, its market position, range of services. Mainly advertising text tell us about the main properties, advantages, distinctive features, the "highlights" of your product or service, its cost. Lucidly and convincingly show the benefits to be derived by the consumer using your product, and with your help he will solve their problems.
In conclusion, the advertising message is often used slogan — a rallying slogan, encouraging action and calling unequivocally positive reaction to your offer (remember the phrase "Make thirst a pleasure" — the slogan of the company "Coca-Cola" in 1923).
Write ad copy is simple, but expressive language with colourful epithets. Diversify offers synonyms for the word "best" consume "first class", "chosen", "refined", "model", "excellent", "superb", "luxury" etc. do Not write long complex sentences with lots of involved and verbal participle phrases. Do not include in the text of the negative words.
Graphics, drawings, photographs enliven the advertising text.Note the font: it also bears the emotional burden, and it should not conflict with the advertised goods and services. Introduction special is always highlighted (bold or larger) font. Color scheme — the subject of a separate discussion. The main thing — the colors, shades, backgrounds in advertising should be harmonious and not distracting a potential buyer from the essence of advertising.