What Makes a Good Advertisement?

There’s no question we live in a world overflowing with advertisements. There have been multiple studies done on how many ads we actually see in a day, with researchers estimating we encounter anywhere from 250 to 20,000 marketing images per day! Of course, there’s no way our brains can process a couple hundred messages (much less thousands) in 24 hours, so most of these ads just end up as “noise” that never reaches our consciousness.

Still, there are a small handful of ads that actually make an impression on us. How do they do it? Not only do we notice these rare, few ads, but some reach such legendary status in our minds that we remember them for years. For instance, who can’t still sing the entire jingle or say the catch phrase of at least one commercial from their childhood (Shake n’ Bake or My Buddy, anyone?)

So, what makes one ad stand out while another gets overlooked? While it may seem like magic or dumb luck, there actually is a formula.

Less is more

Although this saying’s become somewhat cliché, in regards to advertising, it’s entirely true. Some of the worst ads are those that come in like a whirlwind with a torrent of text, images, and sound that leaves viewers on the brink of having a seizure but no closer to making a purchase or even remembering the brand.

Remember, with commercial or radio ads you only have around 30 seconds to get your point across and with print you have a mere 3 to 5 seconds — that’s simply not enough time to relay everything about your business or product, and if you try, viewers will become overloaded and recall nothing. Instead, pick the most important message — think of what will really get people’s attention and focus on that.

Alluring Headline

For print and online ads, an enticing headline is a must, as it is the thing which will convince viewers to continue reading your message. However, where many advertisers mess up is by making the headline about them instead of about the consumers. For example, headlines such as “Your City’s Top Realtor” or “Landscaping Experts” don’t tell readers anything about the benefits you provide. Instead, tell them what they’ll receive with a headline like “Get the Most House for Your Money” or “Create a Backyard Paradise.” In other words, if you want people to keep reading, you have to give them a reason why.

Highlight important elements

If you’ve followed the less is more principle then you’ve narrowed your message down to something short and basic. However, even within that small message you should select the most vital elements and make sure they stand out from the rest of the content by making them bigger, bolder, and set off with white space. These highlighted items are what will grab people’s attention, so choose them wisely.

Make your call to action clear

Do you want people to come to your sale? Visit your webpage? Scan your QR code? Whatever you want them to do, make it clear. Your call to action should be one of those few items within your ad that stands out. Again, don’t confuse viewers with too many details or vague wording.

Consider including a price

For some businesses, it doesn’t make sense to include costs on your ads (i.e. if you offer a service and fees are highly variable), but if your prices are straightforward and especially if they are competitive, you can instill trust and get noticed by putting them on your advertisements. Customers feel more confident shopping at a business when they have an idea of what they are in for.

Branding

This is advertising 101, but make sure all your advertisements are properly branded with a consistent logo (seen on all your products, signs, etc.) and with content that represents the personality of your business. Be conscientious about everything you put “out there,” no matter the medium, to ensure it reflects the message your trying to send and helps to give your brand a recognizable identity.

Be relatable

The best advertisements are instantly relatable to the intended audience. For instance, they may present something the target audience finds funny, needs a solution for, or has an emotional connection with. Show how your product fits the consumer, and entice them enough that, even if they don’t buy your items, they at least investigate them further.

Be accessible

Don’t go through all the hard work of attracting people’s interest and then not tell them how they can get in touch with you. And keep in mind, consumers prefer to connect with businesses in various ways, so provide as many avenues of contact as possible. Show your complete address, telephone number, web address, email, and social network pages. You can also make it easy for viewers to reach out to you by having a QR code on your ad that directs users to a mobile landing page where they can easily click to call or follow a link to a contact page.

Captivating image

Because space and time is limited, a captivating image is a great way to get your message across, as it can tell a whole story with just a glance. Also, a strong picture is far better at getting people’s attention than text alone, and if the image is provoking enough it can make a long-lasting impression.

Be memorable

If you keep your ads short and to the point, include a remarkable image, and stay relatable then you’re already well on your way to delivering a memorable advertisement. Still, you can make your brand even more unforgettable by always trying to be a little different than the competition. Be bold and not afraid to go out on a limb every now and then as consumers are more likely to remember the unordinary as opposed to just another humdrum ad.