There is no denying the fact that the success of an advertisement lies mostly in the headline. The headline should attract the reader and make him read the rest of the advertisement. The headline should be simply catchy and various key points should be embedded when deciding on the headline for the ad.
The headline should catch attention of the eye at the first glance. Words in headlines should act as tags for the advertisement. It should say it all about the content that follows. If a company is selling reasonably priced furniture, the headline of their advertisement should be ‘Durable furniture for less price’. This headline will attract the right customers who are on a look out for durable furniture as well as low cost furniture. If the customers to be reached belong to a category that are interested in decorating their house with beautiful furniture and aren’t concerned about the price to get the right look, then the headline can be ‘Change how your house looks by our oriental furniture’. Anything other than the prospects should not be included in the headline. If both men and women can use a product, both of them should be referred to in the title, missing out even one of the category is like losing a huge number of potential customers.
The title should be instant product seller. According to a research, five times more readers read just the headline when compared to those who read the complete advertisement. So the investment is of no use, if the title isn’t good enough to sell the product. There can be a possibility that the content of the ad isn’t strong enough. All the harm can be undone by having a powerful headline.
The headline should be centered on the product and not the company that is selling the product. The customer’s interest should be reflected and he should feel that he is directly addressed. Start with ‘you’ and not ‘we’. So if the client specified on mentioning the company’s name, don’t start the sentence with it. For example, instead of writing ‘Tylenol – solution for sever cold ’, write ‘Got sever cold? Try Tylenol’. Never forget to mention the name of the product in the headline. The product name should be of top priority.
A snapshot of the benefits of the product should be given in the headline. This is an important quality of a well-phrased headline. The customers look out for advantages when he thinks of buying a product. Keywords like whiter teeth, nutritious cereals, or miraculous growth should be incorporated in the title.
If inculcating all these factors have made the headline long, it should be remembered to write the product advantages in bold. If a visual is placed in the advertisement, it will be a good complement. As a picture speak thousand words. But care should be taken that the headline should say some part of the story and the visual should say the rest. Don’t repeat the headline or the picture.
Too much of cleverness should not be applied to design a headline. There are nearly five hundred advertisements in a local newspaper on weekends. A regular reader reads the headings of all of them. He will be able to classify between a false heading and a genuine heading. No false promises or information should be included in the headline. Over smart headlines are good for award competitions, but don’t really work with the savvy customers.
The headline should give out a positive feeling to the reader. Negativity should be totally excluded as it not only creates a negative impression but the mind will also be not receptive friendly. It sometimes confuses the mind and it interprets a negative meaning of the message being delivered. Confidence should be reflected in the headline. Don’t include any doubtful words like if and but. Conditional phrases are a strict no. The sentence should be in present tense, instead of past or future.
Tuesday, May 11, 2010
Saturday, May 8, 2010
Exploring A Efficient Advertisement
Research in advertising is done in order to produce better advertisements that are more efficient in motivating customers to buy a product or a service. The research can be based on a particular advertising campaign or can be more generalized and based on how advertisements create an effect on people’s mind. Lots of approaches are involved to go about conducting an advertising research like economical, psychological, demographical and sociological.
When designing an advertisement for a particular product many things should be researched like where it should be displayed, whether the advertisement can be printed in newspapers or magazines or broadcasted on television or radio or published on the Internet. Many methods are undertaken to collect relevant information. The research itself is of two kinds, syndicated and customized. Syndicated research is a single research done by the company that is available to other companies as well. Customized research is research based on certain criteria and is done for a particular company and its results are available to only that company.
Pre-testing or copy testing is a type of customized research that determines the in-market efficiency of an advertisement before it is released or before the final production. The more the pre-testing is done the more likely that it will be a successful advertisement and each pre-testing should be applied number of times. This can done by studying the level of attention the customers have, motivation, brand linkage, communication and entertainment. Flow of emotions and flow of attention are broken down and studied individually. The results are applied on the advertisement that is still being developed to recognize the weak points and replace them. A reliable feedback loop can guide the researchers, client and the agency to work in harmony. Tests should be applied during the storyboard stage of ad making. This is an early stage and the results are highly predictive. During this process images are selected and used as integrated campaign print ad.
Post-testing or ad tracking studies are either syndicated or customized. Studies are done over a period of time or continuously. The in-market research is done to understand a brands linkage, performance, awareness, and preference along with product attitudes and usage. They are done by, conducting interviews either on phone or Internet. Testing the finished advertisement provides the confidence and gives an idea whether it is following the strategy.
All the above studies should facilitate the client’s advertisement development make the end product easier to achieve. The study should contain rational information having not only surface knowledge but also provide deep in-sight that will open window to a customer’s mind. The customer, too, should provide precise information based on facts and not based on imaginary thinking and self-delusion. He should be able to explain the role of advertisement in the whole marketing plan. Working in vacuum doesn’t get the desired result.
The basis is to provide in-depth understanding about the consumers for improving on the advertisement techniques and other marketing decisions. The traditional methods of qualitative and quantitative techniques have been improved to analyze the information with good insight.
The rapidly changing likes and needs of the customers are difficult to track, but should be studied in order to increase the quality of advertisement. The changes are because of the huge number of options offered to them by the market.
When designing an advertisement for a particular product many things should be researched like where it should be displayed, whether the advertisement can be printed in newspapers or magazines or broadcasted on television or radio or published on the Internet. Many methods are undertaken to collect relevant information. The research itself is of two kinds, syndicated and customized. Syndicated research is a single research done by the company that is available to other companies as well. Customized research is research based on certain criteria and is done for a particular company and its results are available to only that company.
Pre-testing or copy testing is a type of customized research that determines the in-market efficiency of an advertisement before it is released or before the final production. The more the pre-testing is done the more likely that it will be a successful advertisement and each pre-testing should be applied number of times. This can done by studying the level of attention the customers have, motivation, brand linkage, communication and entertainment. Flow of emotions and flow of attention are broken down and studied individually. The results are applied on the advertisement that is still being developed to recognize the weak points and replace them. A reliable feedback loop can guide the researchers, client and the agency to work in harmony. Tests should be applied during the storyboard stage of ad making. This is an early stage and the results are highly predictive. During this process images are selected and used as integrated campaign print ad.
Post-testing or ad tracking studies are either syndicated or customized. Studies are done over a period of time or continuously. The in-market research is done to understand a brands linkage, performance, awareness, and preference along with product attitudes and usage. They are done by, conducting interviews either on phone or Internet. Testing the finished advertisement provides the confidence and gives an idea whether it is following the strategy.
All the above studies should facilitate the client’s advertisement development make the end product easier to achieve. The study should contain rational information having not only surface knowledge but also provide deep in-sight that will open window to a customer’s mind. The customer, too, should provide precise information based on facts and not based on imaginary thinking and self-delusion. He should be able to explain the role of advertisement in the whole marketing plan. Working in vacuum doesn’t get the desired result.
The basis is to provide in-depth understanding about the consumers for improving on the advertisement techniques and other marketing decisions. The traditional methods of qualitative and quantitative techniques have been improved to analyze the information with good insight.
The rapidly changing likes and needs of the customers are difficult to track, but should be studied in order to increase the quality of advertisement. The changes are because of the huge number of options offered to them by the market.
Monday, May 3, 2010
Tips To Write B2B Advertisement
Business-to-business firms are those firms that sell products and services among themselves. The selling is done to a client of other company, who might use the product for intermediate purposes or so. The advertisements relating to B2B companies should not only generate interest but it should also be simply out standing despite the tough competition. In the market, there are several firms who produce the same stuff and they reach out for clients with whom they want to do business. So finding the right client isn’t a big deal, but actually getting hold of them is.
In written content, use the name of the company in the first sentence; preferably first word. It is not pleasing to start with ‘we’. Following it, give a brief introduction about the company. In todays busy world people don’t have time to waste so deliver the message right away. Using catchy adjectives will do the trick. The sentence should be framed so that the client knows about the company, what it does and how it is unique from others. Pose questions before creating the writing material, like what is that the customer will expect and do they demand high quality. Don’t hesitate to use ‘you ’ very often. The reader will feel that he is directly being referenced and it will be easier for him to relate to.
Play with customer’s psychology. Understand the difficulties faced by them and then show them how the company or the company’s product can solve it. Call of action can be given then and offer to clear their doubts. It should be more than just a helpline. The action should be really immediate. Simply don’t let the client slip away.
After the initial writing, write in detail about the product or service provided. This is in-dept information for those concerned about your company’s product. Point out the advantages of using them. Write them in a hierarchical form with numbering or bullets. If writing short paragraphs, strong sub-titles can be used as heading of individual paragraphs. Again, using adjectives will be good.
A good amount of entertainment factor should be added. This will retain the interest of the customer and will not distract him. But if lots of it is used, it will simply become shabby. It’s a nice idea to use product noun as a verb along with other adjectives.
Submit website and advertisements to search engines. Millions of people use it everyday to find what they need. If the website is search engine optimized, it will surely get lots of traffic. The name of the company and keywords should densely populate the website content. Make it a compulsion for the visitor to go through the advertisement before moving on to the registration or payment process. Some B2B websites don’t allow adding an email address or URL in the advertisement. They can be tracked in by actually spelling out dot or at in the email address or website link.
Once the customer is lured, they should be maintained. Product should be delivered on time. Quality should be maintained. Once it is done, not only will they start trusting the company but also at the same time they will spread the word about the company. They will advertise for free. Their experience with the company will motivate others to join the bandwagon.
In written content, use the name of the company in the first sentence; preferably first word. It is not pleasing to start with ‘we’. Following it, give a brief introduction about the company. In todays busy world people don’t have time to waste so deliver the message right away. Using catchy adjectives will do the trick. The sentence should be framed so that the client knows about the company, what it does and how it is unique from others. Pose questions before creating the writing material, like what is that the customer will expect and do they demand high quality. Don’t hesitate to use ‘you ’ very often. The reader will feel that he is directly being referenced and it will be easier for him to relate to.
Play with customer’s psychology. Understand the difficulties faced by them and then show them how the company or the company’s product can solve it. Call of action can be given then and offer to clear their doubts. It should be more than just a helpline. The action should be really immediate. Simply don’t let the client slip away.
After the initial writing, write in detail about the product or service provided. This is in-dept information for those concerned about your company’s product. Point out the advantages of using them. Write them in a hierarchical form with numbering or bullets. If writing short paragraphs, strong sub-titles can be used as heading of individual paragraphs. Again, using adjectives will be good.
A good amount of entertainment factor should be added. This will retain the interest of the customer and will not distract him. But if lots of it is used, it will simply become shabby. It’s a nice idea to use product noun as a verb along with other adjectives.
Submit website and advertisements to search engines. Millions of people use it everyday to find what they need. If the website is search engine optimized, it will surely get lots of traffic. The name of the company and keywords should densely populate the website content. Make it a compulsion for the visitor to go through the advertisement before moving on to the registration or payment process. Some B2B websites don’t allow adding an email address or URL in the advertisement. They can be tracked in by actually spelling out dot or at in the email address or website link.
Once the customer is lured, they should be maintained. Product should be delivered on time. Quality should be maintained. Once it is done, not only will they start trusting the company but also at the same time they will spread the word about the company. They will advertise for free. Their experience with the company will motivate others to join the bandwagon.
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