10 Tips For A Persuasive Advertisement
Performing a letterbox drop of 50,000 flyers is a waste if it does not convince consumers to take action.
This happens far too frequently and it’s typically the advertising medium that is blamed. The real reason is not the medium but the content. The worst part of all, the message could have already been just tweaked to get a totally distinctive outcome.
The tools in this post won’t tell you the precise message you need to use for your business enterprise. Only you might know that. What it’s going to do is support you write and communicate that message improved than ever prior to.
Tip 1: Start out Using the Outcome
What is it you need the reader to do? What do you need them to take away from your advertisement? What do want them to feel, know or take into consideration?
When you have worked this out, you are able to start to write. This easy technique will make your writing sharp and your message clear. When drafting your content you’ll want to start out by writing the objective at the best of the page. You may then build a framework around the important items you’ll need to say to create that objective happen. This will make certain you communicate the right message as well as the right rewards.
Working with this framework you can then add content to validate, support and reinforce your important points.
Lastly, you may wordsmith the message (using the tips in this write-up) to make it persuasive and compelling. This ensures you communicate probably the most crucial points and creates a clear flow for the reader.
Tip 2: Write In Spoken Word & Present Tense
Write as though they’re the only one reading it and you’re talking directly to them. Try to talk about issues in the present, as it’s more in the here and now. This is more relevant for the reader.
Also try and talk as though they’ve already bought the product. “The dustbuster 3000 let’s you pick up bowling balls as though they are a feather”
Tip 3: Write Like A Newspaper
This is so critical with today’s consumer. We don’t have the time to read irrelevant information. If shoppers don’t get a compelling reason to keep reading in the first two sentences, they’ll stop.
Newspapers are one of probably the most successful forms of writing. They regularly get readers to read their entire write-up. Even if they don’t, the reader still knows the core concept.
- How do they do it?
- They suck you in with an intriguing headline ( 10 website to write effective Headlines )
- They give you the main points up front
- They use short sentences (7 -10 words) : Crispy, Precise and Accurate words to define your message.
- They use short paragraphs with 1-3 sentences. Check this whole article is written in small paragraphs, Most of the famous bloggers suggest it even for blogging.
Tip 4: Talk About The Reader
This problem occurs again and again. Most often on websites. ‘We’re X company and we’ve been established for 15yrs. We do this, we do that, we’re so great, we’re the best, etc etc.’
As a consumer, we’re not interested in you. What we’re interested in is what you may do for us. How can you help solve our problems. Your message really should focus on the reader and how your service helps them.
A good rule of thumb is to have more ‘You/Your’ statements in your content than ‘We/Us’. That way you know your message is speaking to them.
Tip 5: Keep The Content Easy
Use easy language wherever you may in your messages. This makes it easier to digest and more likely that the reader will ‘get it’.
Steve Jobs and Bill Gates are two of by far the most successful people of our time. They are both considered very smart people and however Jobs is also regarded as one of the best presenters in the world.
One of his many secrets, Jobs presents at a 5th grade level while Gates presents at a l0th grade level (Seattle Post-Intelligencer). Jobs is easier to understand and easier to follow. Do the same for your message.
Tip 6: Have Bullet Points & No Full Stops
With limited time. we want information and we want it now. If we see a big block of text, we immediately know its hard work. Use bullet points to quickly and succinctly get your ideas across.
Try to use an odd number of bullets where possible (the brain prefers odd numbers) and don’t use full stops at the end of each bullet so that people keep reading.
Tip 7: So What, About Features
Don’t think about what your business does or what services you provide. Think about the solutions that you provide a customer and also the problems you solve. This is called the ‘so what’ factor.
So you clean carpets, so what? What about, we free your house of nasty dust allergens and make your carpets look like new.
This so what factor is the actual reason why shoppers are buying your service. They’re not buying it because of the features, they are buying it for the problem in their life it solves.
Tip 8: Avoid Cliches & Platitudes
Platitudes are empty words that are ignored by the reader. Efficient and effective tells a reader absolutely nothing. Neither does, ‘superior service’ or ‘we’re the best…’. Focus on what your service specifically does. ‘Our advanced system allows us to clean your carpets in half the time it takes traditional carpet cleaners and it is left dry so you could walk on it straight away.’
Cliches are marketing and advertising messages that have been so overused that they no longer have any meaning: ‘Buy now and save’. ‘but wait there’s more’. People have heard it so generally that they essentially ignore it.
Tip 9: Call To Action & Low Risk Offer
Always give consumers a reason to act now. This could be with a limited offer that’s only available for this week. It could also be by stressing the pain/issues they might have by waiting.
Identify what barriers exist between your potential customer and their purchase decision. If they’re worried about changing their mind, include a 30 day guarantee. If they aren’t sure that you’re better than the competition, include a product comparison table.
The crucial element is to breakdown any barriers to the purchase decision.
Tip 10: Use Social Proof
This is the use of information that endorses the require for your service. It includes testimonials and data that validate the benefits of your product.
A vacuum cleaner manufacturer might state that 60% (not an actual figure) of customers hate their vacuum losing suction when the bag is full, so they’ve developed a bag-less vacuum cleaner that never loses suction.
As a final tip, here are a number of other factors to keep in mind when you create your message:
- Remove disruptive “that’s”, they don’t add value to your message
- Make sure there are no spelling mistakes or grammatical errors
- Don’t over sell your product or service (you lose credibility)
- Include a consistent message across all your advertising
This is a Guest Post by Mike Sandys, founder of FindMyLocal.com.au. An online service making it easy for customers to find local businesses when they’re ready to buy. Located in Australia, it is one of the few Marketing and advertising options that guarantees outcomes.