Stop boring the consumer and the world. If you want your advertising to stand out be different! If you want it to work be clear, If you want people to take action, tell them what the benefit is to them.
So at a simple glance, anyone can understand it.
The consumer does not have time to think about your ad or is interested in trying to guess what you are talking about.
There is a significant difference between advertising techniques that work and advertising techniques that don't.
Ads that work do so immediately, they have a compelling headline, an image or both. They take the consumer by surprise and immediately engage their interest.
In fact, 59% of people will share an article without ever reading more than the headline.
It is worth repeating the majority of your target audience will never read more than the headline before deciding if they will take any action.
And this being the case, do not save your best points for last.
Conversely, ads that do not work make the consumer try to guess what the ad is about, have confusing headlines, do not include the product or service up front. And fail to mention the brand enough times.
The average Facebook user is presented with 2,500 images per day. From family to brands, so if you want them to stop and pay attention, you need to be different in a good way.
If you want them to take action, you need to be compelling. The average consumer is exposed to 5,000 ads per day, so how many images of happy families do you think they can see before they start to tune it all out? And you are often competing with their family images.
What makes your brand different?
How does your product/service benefit the consumer?
What is your brand promise?
I have written previously on how our attention spans are reducing. So making the consumer guess about your ad, is no longer an option you can afford.
You can also no longer wait to not build an audience that is interested in your message. The only safety net you have in a short attention world is to use the social platforms to build an audience that is interested in your service, or product. By having the right audience, you can use the benefit of consistent communication and social proof to grow your brand.
Advertising has always been a highly competitive space. And understanding the mechanics and technical aspects of how it works is paramount to being successful. Advertising techniques that fail to engage the consumer quickly, no longer work.
You have 800 milliseconds to engage an emotional reaction.
From this point, you have 1 second to convince them intellectually.
So you should treat your copy, and advertising like you have no time to lose because guess what, you don’t!
If you want your advertising to work, and why bother if you do not. Be clear, be compelling and be bold.
Create advertising that matters; there is no other choice. Use advertising techniques that engage the consumer quickly, and make them feel something. And if you do not know how hire an agency that does.
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