Adverts that would convert to sales are those that communicate the brand’s message and yet speak to the hearts of its prospective clientele. Irrespective of the business scale, adverts are a priority to the organisation. Its planning, creation and implementation should not be done with levity.
Video adverts are popular today and will continue to be, amongst other forms of advertising following the advancement of technology.
It is important to make video ads stand out because;
- It reaches more people.
- It captures the attention.
- It is easy to be remembered.
- It compellingly sells the brand story.
However, whether you’re using traditional ad media like billboards, newspaper publications or basic flyers, they must be relatable, easy to understand and remembered.
“Many a small thing has been made large by the right kind of advertising.”
Mark Twain
What can you do?
1. Market Research
Research your market, the demography, their interest, language and behaviour. Your advert should be tailor-made for your market. For instance, Ads for Tampons would convert to sales faster if it tells a story of a female’s menstrual experience, to females and males who care for them. To achieve that, the ad/marketing team are to make research on the menstrual experience.
2. Speak directly to your customers.
Let your ads speak directly to your prospective customers. Tell them what’s in it for them and how much it is a better choice for them. Emphasize what you’re offering as a game changer. Convince them that you’re the answer to their question. Incorporating current events that are of interest to your customer also makes your ad relatable.
3. Communicate what you’re selling as simple as possible.
Your ads should be communicated to the prospective client in a simple message. Even when you are selling something encrypted, buyers should not have to struggle with decrypting your message. Communicate your adverts in a language your prospective clients can easily understand.
4. Use high-quality audio and visuals.
Ads should be created using high-quality audio and visuals. Prospective clients wouldn’t give your ad their time if your audiovisuals are subpar. The design quality should be looked at as high-quality audio and visuals would attract more clients.
5. Use testimonials.
Testimonials are a good way to assure prospective customers that your brand is legitimate and would deliver on its promise.
6. Make your offer risk-free.
Your advert should be selling to prospective clients, an offer that is better than the competition. Ensure that while your offer might sound too good to be true, it is also risk-free.
7. Tell a good story.
Storytelling is one major way brands have used to capture the hearts of their target audience recently. Ads should be created in such a way that it tells a compelling and captivating story. The storytelling used in the ad is one of the things customers would remember when your ad crosses their minds so, it must be catchy. It should clearly articulate the brand story.
8. Call to action.
Your ad must have a call to action. Do not leave the audience hanging when they need to patronise the brand. Without a call to action, the ad would just be another means of entertainment for the audience instead of converting to sales.
Although not necessary, including humour in your ad can help make it more memorable, as people are prone to remember what made them laugh.
Advertising if done right would convert to sales and promote the brand. It is therefore important that utmost care is given to its creation.
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