Adverts are clogging both traditional and online media. Everywhere you look and turn, businesses are advertising something. How can your business cut through the noise? How can you get your message to stand out and reach your target audience? Whether you are creating adverts for online channels or traditional media, this post will reveal four key tips for creating adverts that convert.
Tips to Creating Adverts That Convert
There are various steps that go into creating adverts like identifying the product you want to push, the message you want to put out, the channels you want to push them through in order to reach your target audience and more. However, there are certain ingredients that will make your advert stand out from the ton of adverts that are served daily. Let’s get into them.
Create a clear goal
Before you set out to create your advert, determine what you intend to achieve. Do you want to inform, inspire, educate, generate sales, get people to engage with your content or take a certain action? Understanding the goal of your advert will guide the creative process of creating your advert, defining your target audience, advert placements and ultimately, the kind of conversions you get from your ad.
Solve a problem, provide value
Your products/services were created to solve societal/individual problems and meet the needs of a group of people. This should be reflected in your advertisements. Do not just create a copy that says “Get 20% off stockings“. Discounts are great but what makes your stocking better than the ones sold in traffic? In other words, what is/are your unique selling point(s)? Are they durable or comfortable? Do they protect your feet from germs? Why should people buy your stockings? Give them a reason or reasons to choose your brand in your advert. To add value to your advertisements, provide value to your target audience and solve a need.
Personalize and humanize your advert
Want people to find your ad relatable? Then you need to add the human element. Your ad should speak directly to your target audience’s current situation or issue. This is the only way it will resonate with them. Use the problem your product or service solves to speak to your audience. Present your brand as the best solution to their problems and you are on your way to landing their money in your pocket. If your goal is to inspire, find out what difficulties people talk about the most and create inspirational messages from your brand to provide hope or educate them on how to overcome those challenges.
Infuse the right keywords and a clear call to action
Now that you have the goal of your advertisement, the value you want to provide, the problem you want to solve as well as the kind of message you want to put out sorted, re-examine your ad copy to be sure that your target audience will get your message in an instant. Why? This is because how well your advert will perform is dependent on not just a creative design but an effective ad copy and a clear call-to-action.
To ensure that your ad copy spurs the appropriate response from your target audience, infuse keywords and active verbs that will compel them to take the action you want them to take. Put yourself in their shoes and determine what keywords they will use to find your products and the kind of content that will elicit a response from you if you were in their shoes.
Be as specific as possible. Say a lot with few words and back it up with a great image design or video concept. Less is more after all. For example, if your keyword is “cotton stockings“, your ad copy can say “Get durable cotton stockings.” “Get” is the active verb that will spur them to action, “durable” is the value they will get if they buy your stockings and what makes your stockings better than other stockings out there.
Examples Of Adverts That Convert And Why They Do
This ad by Trident is quirky yet persuasive. It appeals to logic while advertising their product as the deodorant for bad breathe. The design is simple and catchy, the ad copy is straight to the point and interesting enough to prompt their target audience to share with their friends. Thereby generating free word of mouth for their brand.
The KitKat advert below not only has an actionable copy that screams “get a KitKat now”, but it also has a very catchy design that immediately draws your attention. KitKat positions itself as the go-to snack when you need to chill.
You can check this call-to-action cheat sheet by Lunametrics for more actionable verbs that you can use in your ad copy.
Now that you know the four key elements to create adverts that convert, go ahead and put them to work. Need help creating great adverts and putting them where your target audience can find them? We are at your beck and call.