Effective ad composition

Before you compose an ad...

Majority of us experience the annoyance of TV commercials on a daily basis. Writing applicable ad is like making a TV commercial. You can't annoy your audience by screaming at them. Sure, it may capture their attention for the first few seconds, but if your ad doesn't contain anything meaningful to them, they will tune you out.

There are three principles that will make your ad much more productive.

These 3 are:

Simplicity and briefness

Talking TO your audience

Enthusiasm and confidence

Keep it simple and concise

Simplicity gets the job done. Easy to understand presentation will help your reader to easily understand the topic.

Be concise. No matter how important you think to be the topic of your ad, no one has time to listen to you ramble on for hours around your main. Try to convey the crux of your product/service in a brief but wholly encompassing manner. If you must, present only the main, best selling points you think or know will capture your audience’s interest.

A short ad that describes your product(s) or service(s) briefly, but thoroughly and clearly is your ultimate goal.

Don't talk at your readers, talk to them

Explain what the product/program did for you. How did it benefit you? How much money have you made? What problems have been solved? Given, it may not be possible to achieve all this in a short ad. In this case you will have to divide it and decide what is more important to show first. Save the rest to be presented later: when one gets to the place you need them to go to, or about to place an order, etc.

Have you ever been to a presentation or a lecture with a very monotonous speaker that puts you to sleep, especially if your presence there was dictated by some important external need, but not by your desire to attend? You are likely to miss the key points and not get out a lot form it, or even leave.

In short, your ad can not be boring, if you wish to keep the precious attention captured in the beginning. We will talk more about it when we will discuss graphics to be used in your ad, but for now remember this:

Be enthusiastic and display full confidence

Saying "this is an exciting opportunity or product" in itself accomplishes nothing. You have to prove why this is so. Show applicable facts that boldly indicate its effectiveness in solving a problem addressed and importance in your reader's life.

No matter what your ad is about it will arouse counterarguments to its statements. People are so overfed with commercial messages these days that they naturally develop “promotion immunity” and hence, you have to do a better job convincing them to do what it is you want them to do:

Anticipate counter arguments and refute them in your add before your audience has a chance to turn your ad down in its mind. Expect apathy and disbelief and don’t let them discourage you. Fire your readers up by whatever means you deem necessary in your situation.

While you keep in mind all these there is one more thing to remember.

Have you ever been pleased to see a job done shoddy for you? Of course not! Unless you specifically looking to hire one to do a horrible job, you hire someone to perform that job according to certain level of agreed upon quality, be that agreement in writing, verbal or commonly understood. Same is with writing a successful ad: your perspective clients/buyers/referrals will be paying you in their money/efforts for you to achieve what it is you want them to achieve. Therefore:

Keep in mind the sloppy put together ad is a turn off for many

What does it tell about you? It basically says that you don't care enough or at all about your audience to help them solve their problem, or help them find what it is they looking for, wanting to only sell your stuff. It destroys any trust they may have in you in the beginning. Unfortunately for promoters, with time people become more insensitive to advertising. And as you unveil the points in your ad your task is to have to build their trust in you, not to destroy it.

Even worse, it indicates you yourself do not care about what it is you advertise to even put together a decent presentation about it.

Next step: How to begin your ad

Back to Why learn how to make an effective ad

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