5 of the most important elements of an advertising message
1) Emotional exploitation is the best way to communicate the relevance and value of a brand, product or service to an audience. Results of such emotional recognition create loyalty. And this message that evokes strong emotions can attract attention and build confidence. Even more, to inspire loyalty and ensure a more successful dialog with the prospective audience, the goal of emotional approach is to create a feeling. The way people think about a brand does not make them act; the way they feel about a brand does. Especially the way a brand makes them feel about themselves.
2) Connectivity with the people it is designed for, honest replication of brand it is associated with.
3) Call to action! Without a call to action, any message is more news than advertising. Messages should communicate the unique benefit of your product or service and then give a clear bid for action.
4) The message should consist of just a few sentences and should be easily interpreted by the target audience. Simplicity is the key.
5) Creative delivery of the message that can create a WOW factor and remains in the consumers mind for long time. When creating a catchy message, do not forget about your strategy. Try to keep a balance of creativeness and being informative.
Let’s take a look at another dimension of a good marketing message:
DIFFERENTIATION: think about what makes your product/service different from others, what makes it special.
To understand the difference, follow these easy steps:
1) Study your competitors’ products
2) Eliminate gaps between your product and your competitor’s product
3) Build cheat sheets, map those differences, measure these differences with money, time and convenience
4) Describe these gaps to customers
Your task is to educate customers; why should he/she stops buying what he/she already buys and start buying from you?
ATTENTION – The ad must grab the viewer’s attention within 3 seconds.
The best way to do that is by clearly identifying with the viewer’s pain points. Something they wish they had a solution for.
To be attentive, you message should be
4) Well written (well shown as on example above)
INTEREST – The ad must clearly identify the solution and create emotional awareness for the viewer and keep him glued to the message. Also, it must clearly identify your selling proposition.
DESIRE – The ad must then paint an emotional picture of the benefits. Think about, what your customer wants, what you can offer him that will make him happy?
Creating this emotional hook, think about what kinds of feeling you can create. You should create something attractive and memorable, but don’t forget to focus on your product. For example try to avoid this: “I got a great commercial message last night, but I can’t remember what it was for.”
ACTION – the ad must catch your eye. First, you must identify what action you want the viewer to take. Then make it irresistible by supporting the offer with something that’s appropriate for the business, like a free trial, an eBook, or a presentation.
Keep in mind, that advertising initially is not about sales, it is about creating awareness. Ad messages must be simple, direct and have an emotional impact. Next, ads should reflect the brand strategy.