How to Create Ads

Creating ads that convince potential customers can seem like a daunting task. However, it’s not that complicated. In fact, the simpler the better. As a result of the intelligence, creativity and distinctive features of the brand, advertising is almost indispensable in today’s economic market. In the digital environment, advertising is changing rapidly. Many companies use little or even no traditional advertising and rely entirely on social media networks. However, while the platform may change over the years, the content needed in an ad remains the same. Use the steps below to plan, write, design, and test your ad.

Table of Contents

Understand your audience

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Identify target customers. Your business or product may appeal to a relatively wide audience, but often to be effective, you should only target a specific subset of this population. A single advertisement cannot appeal to or target every audience: this is something that must be accepted in order to consider who are the most important customers of the current project. Such as:

If you’re advertising for baby strollers, your audience is more likely to be people with young children rather than unmarried women.
If advertising a graphics card, your audience may have to know a little about computers to realize that an old graphics card needs an upgrade.

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Describe your target customer. Here, the more detailed the description, the more effective your ad will be and will hit the right audience. Picture your target customer in mind, and ask yourself the following questions:

What age and gender range are they in?
Do they live in a big city or in the countryside?
What is their income range? Are they rich CEOs or college students who have to spend sparingly?
What other products do they use or enjoy? Do they use other products from your company?

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Describe the relationship between your target customer and your product. Once you’ve described your target customer’s basic demographics and lifestyle, it’s time to look at how that person interacts with your specific product. Consider the following points:

Will they use it? Will they use it immediately or only when needed?
How often will they use it? Only once? Daily? Weekly?
Will they immediately see the benefits/functions of the product or will you have to point it out to them?

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Identify competitors. Hopefully you’ve considered competition when designing your product. At this point, you should consider how your ads can explicitly challenge (or complement) your competitors’ advertising efforts and how they might respond to your advertising. .

Ask yourself: do existing products on the market offer the same functionality as yours? If so, focus on what sets you apart, especially in how your product outperforms the competition.

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Describe the current market. Consider the product’s current position in the market. Is it a “hot” and popular item? If so, can you differentiate your product from those available in the market and how can you do that? You should also consider the competitive landscape and the customers who are entering the market. Please answer the following questions:

Do customers trust/recognize your brand?
Are you hoping to convince people who are already using your competitor’s product to switch to yours?
Are you targeting people who haven’t found a product for their problem? Can only your product do it?

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Strategy development. Based on the information you’ve gathered about your target customers and how they might view your product, you’re now ready for an advertising strategy. Your strategy needs to consider the following three factors: the company (you), the customer (them, the audience you target) and the competition (in English, these three factors are also known as 3C: Company for short. , Customer and Competition).

While this is a complex topic, if you focus on the desires, strengths, and possible future actions of the three market players (you, your customers, and your competitors), then any Anyone will be able to formulate a complex strategy.

Write ads

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Find catchphrases that are catchy and easy to remember. This sentence should be short and sweet: the average product needs only six to seven words at most. If you read a sentence aloud and it makes sense, rewrite it. Whatever it is, it needs to attract attention and convince customers that your product is different from all other products. You can use:

Rhyme – “When you need paper, remember Saigon”
Funny – “Nippon paint – Paint butt is also beautiful!”
Play on words – “Every word ‘kiss’ starts with ‘Kay’”
Creative Image – Yellow Pages: “Use your hands instead of your feet”
Metaphor – “An inevitable part of life”
Consonants – “With white skin, don’t be afraid to catch the sun”
Personal Commitment – Motel 6: “We’re Waiting For You”
Subjective extenuating claim – Carlsberg Beer put up a big billboard in the center of Copenhagen which reads: “Probably the best beer in town”.

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Make it easy to remember. At the point of purchase, the buyer must immediately think of your message. Borrowing familiar advertising phrases (such as “innovation and improvement”, “guarantee” or “free gift”), your ad will be mixed with thousands of other ads. Plus, listeners are so used to advertising clichés that they can’t hear any more (listen to Tom Waits’ Step Right Up to see what nonsense cliches sound when put together). .

What matters most is how the customer feels, not what they think. If they have a crush on your brand, you’ve made it.
If you have to say a lot, grabbing the reader’s attention by surprising them will be especially helpful. For example, a long announcement with an environmental orientation would not attract much attention without a strange, eye-catching tagline: to understand the joke, the reader will have to keep reading.
Know how to be funny without being offensive or controversial. It’s normal to push the limits of common sense to attract attention, but you shouldn’t go too far: a product should be identified by its own merits, not because indecent advertising included.

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Use persuasion techniques. Note that persuasion here doesn’t really mean “persuasion”. The key point is to get consumers to like your product more than other people’s products. For most people, buying decisions is based on feeling. Here are some proven methods that advertisers are still using heavily, including:

Repetition : Let the product stay in the mind of the listener by repeating key elements over and over. People often have to hear your name many times before they realize they’ve heard it (you can use a promotional chorus, but it can also make the listener feel uncomfortable). If you’re going in this direction, brainstorm and find a more creative and less obvious repetition technique, such as the one used in Budweiser’s frog ad (“bud-weis-er-bud-weis-er-” bud-weis-er”). Even though you think you hate repetition, people remember it and then you have won half the victory.
Common sense : Challenge consumers to find good reasons not to buy a product or service.
Humor : Make the consumer laugh, thereby making you more memorable and more likeable. And it’s especially effective when it comes to honesty. Not the most successful business in the industry? Advertise that they won’t have to wait in line.
Urgency : Convince consumers that time is precious. Incentives, limited-time liquidation programs or the like are the most common. However, as mentioned above, we need to avoid using meaningless sentences that will be ignored by customers.

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Be attractive to your target audience. Take note of the age group, income level, and special interests of your target audience. You should also consider the tone and image of the ad. Regularly check in with your viewers to understand their reactions. If it doesn’t appeal to shoppers, even if it’s as good as ever, it’s still an ineffective ad. Eg:

Children are often overstimulated. Therefore, you need to attract children’s attention on many levels, with colors, sounds and images.
Young people value humor, often acting on trends and influenced by friends.
Mature people are more discerning and make choices based on quality, subtle humor, and values.

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Find ways to connect with consumer desires. Review your advertising strategy. Make sure you’ve focused on the most appealing aspects of your product. How does it attract people? What makes it different from similar products? What do you like most about it? They can be good starting points for your advertising.

Ask yourself if your product or event is “classy”. Are you selling something people would buy to feel better about your economic or social status? Gala night tickets, for example, are designed to feel luxurious and elegant, even when fares are far below what the wealthiest people can afford. If you are selling such a product, design the ad to feel luxurious.
Determine whether your product has practical value. If you’re selling products designed for everyday tasks or to make life easier for consumers, such as a vacuum cleaner, go the other way. Instead of emphasizing luxury, you should focus on how the product or event can help users relax and gain inner peace.
Is some unmet need/want or consumer dissatisfaction opening up the market for your particular product? Let’s evaluate this niche.

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Make sure you have included any important information. If customers want to know your address, phone number or website (or all three) to find out / buy products, put this information somewhere in the ad. If you’re promoting an event, you’ll need location, time, and ticket prices.

The most important in advertising is the “call to action”. What should a consumer do immediately after seeing an ad? Make sure you tell them what to do!

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Determine when and where to advertise. If you’re advertising for an event that is expected to have more than 100 attendees, you should start promoting at least 6 to 8 weeks before the event. If attendance is less, start advertising 3 to 4 weeks in advance. With products, you should consider the time of year when people tend to buy more.

For example, if it’s a vacuum cleaner, you’ll probably sell better in the spring, when everyone’s moving out for the New Year.

Advertising design

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Choose images that are easy to remember. Simple but unpredictable is often the best course of action. For example, Apple couldn’t be more intuitive by using only angular black shadows on a colored background, just enough for viewers to see the iPods they have for sale, but their ads are still instantly recognizable as because they are unlike any other advertisement.

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Highlight your difference from top competitors. A sandwich is a sandwich, but if you keep thinking like that, you will not be able to sell. Use ads to highlight your advantages over your competitors. To avoid lawsuits, talk about your product instead of theirs.

The Burger King commercial, for example, mocks the size of the Big Mac when it comes to reality: it ‘s a Big Mac box. After all, that gives McDonald’s no legal basis to retaliate.

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Business logo design (optional). A picture can replace a thousand words, and if the logo is effective enough, you won’t have to use unnecessary words (Nike’s back check, Apple’s half-bite apple, McDonald’s arcs). , shell of Chevron). If you run ads on television or newspapers, you can build a simple and compelling image – an image that can stay in the viewer’s mind. Consider the following points:

Do you already have a logo? If possible, find fresh and creative ways to re-imagine it.
Have you identified common color combinations to use? If the brand can be recognized from the color of the ad or logo, you should take advantage of that. McDonald’s, Google and Coca-Cpa are prime examples.

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Find software or techniques to create ads. How you create your ad will depend on the medium in which you advertise it. Note that if you start from scratch, it will take you a long time to acquire design skills or design application skills. In this case, you can visit freelance sites like craiglist or 99designs for help. If you want to try it yourself, here are some technical suggestions to get started:

If you’re creating small print ads (such as flyers or magazine ads), try using software like Adobe InDesign or Photoshop. Or, if you don’t want to pay, you can use GIMP or Pixlr.
If you plan to create promotional videos, you can try working with iMovie, Picasa or Windows Midea Player.
For audio ads, you can use Audacity or iTunes.
For large print ads (such as billboards), to do so, you’ll probably have to use the services of a printing shop. Ask them to recommend software to use.

Test run ads

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Encourage customers to call someone. If calling the company is one of the options for customers to respond to an ad, direct them, for example: “call A”. In another ad, direct them to “call B”. It doesn’t matter if A or B exists, the important thing here is how many calls to A and how many calls to B. This is a completely free way for you to be aware of advertising. Is it appealing to the audience?

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Development of online data tracking system. If it is an online ad that allows clicks to visit or directs customers to a specific website address, you will immediately grasp its effectiveness. Many data monitoring tools are available that can assist you.

Make sure your ad gets attention but doesn’t upset the viewer. People generally don’t like giant commercials, self-dancing ads, and anything that plays loud music randomly.
If it’s offensive, viewers are more likely to turn off your ad and, as a result, you won’t get as many views.

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Direct customers to different URLs on your site. This is a great way to directly compare the performance of two distinct ads running concurrently. Set up your website to have different landing pages for each ad you’re testing, then check how many visitors each page gets. Now you have a simple, discreet way to determine which advertising strategies are most likely to engage.

Track the number of visits of each page. As a result, it becomes easier to determine what works and what doesn’t. Just a simple counter is enough.
Even if you really like a certain design, viewers may not like it. If it doesn’t get enough views, try another method.

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Offer coupons of different colors. If giving a coupon is part of your promotional strategy, make sure each ad uses a different color for the offer that goes with it. That way, you can check individually. Offers also help customers better differentiate your ads.

Not very interested in color? You can experiment with different fonts, sizes, and shapes.

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Rate the general response to your ad. That way, you can determine how the first attempt performed and learn from it for subsequent attempts. Ask yourself the following questions and tailor your next ad based on what you’ve just learned:

Did sales increase, decrease, or stay the same after you run ads?
Does the ad contribute to changes in your parameters?
Ask yourself why sales changed. Is it because of advertising or because of factors beyond your control (such as an economic downturn).

Advice

Test, test, and then test your ads again.
Less is always better. The less readers have to read, the less listeners have to absorb, the more good omens await your ad.
Advertising costs a lot, and with good advertising, every penny of yours will be put to good use. Maybe you should hire professional copywriters to get a great ad.
When possible, use imperative/impulsive verbs like ‘order now’.
Avoid dull colors or small print: your ad won’t attract attention. You should keep in mind that the human eye is usually attracted to things with bright colors and if the ad doesn’t have an eye-catching color, it won’t get much attention. Your design needs to be special and stand out, not just a secondary product.
Make sure that the ad is placed in the right place. Target customers need to see it.
Consider how your ad will look in retrospect. Advertising can and should use modern design trends, techniques and languages, but it also shouldn’t let people, 10 years from now, look back and be completely shocked by their (no longer relevant) content. It.
Review and read the ad again, asking yourself: “Is it enough to convince me?” nice

“Is my product good enough for me to buy?”.

Steps

Understand your audience

Write ads

Advertising design

Test run ads

Advice

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