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Anatomy of a Good Advertisement

Anatomy of a Good Advertisement

Advertising is a major part of marketing.  As far as some people are concerned, it’s the only thing marketing really does.  While we know this isn’t exactly true, learning how to create a good advertisement will help you get the most out of your investments.

Most of the advertising you’ll do will be paid graphical ads which appear on other websites.  You may also do some sort of Google Pay-Per-Click, but the concepts are basically the same.  The goal is to grab people’s attention and get them to click your link.  This article will help you do exactly that.

Short and Sweet

 People are exposed to such an excessive amount of advertising these days that you don’t get much of their attention.  You may get a second, at most, before someone has decided to engage with or ignore your advertising.  This means the impact your ad makes needs to happen right away.

Simpler and shorter is better.  If it can be done in only a few words, that’s the best way to go.  Remember that your ad won’t be very big. It won’t be able to do much, because you want to keep your costs down.  Something short, direct, and engaging is what you’ll need.

Engage

 The biggest problem with a lot of advertising is that it tries to sell to customers.  While this might be the point of the ad itself, it would be far more successful if it could engage the customers somehow—just enough to click on the ad.  You want to make them think, to make them stop and consider your ad or click through to find more information.

The key to engaging your viewers is to understand them.  What are their hot-button topics?  What can you hit on to really get them going?  Consider being a little controversial.  Avoid the most obvious route and choose a message that will really force them to click.

Asking for their opinions can help.  Running a contest that requires player participation is great.  At the very least, use a message that might make them a little upset so they’ll be more inclined to click through and see what you’re talking about.

Tracking

 Tracking may not seem like a major part of a good advertisement, but that’s just because customers will never see it.  From the business side of things, however, tracking is one of the most important elements in any advertisement.  Tracking is important because you’ll never truly know how successful an ad is unless you have a way to track its effectiveness.

There are a number of great tracking programs you can use and many of them are free.  You’ll be able to see exactly how many times the ad was displayed, how many times it was clicked, and even things such as where the visitors went or how long they stayed.  This is invaluable information which lets you perfect your advertising in the future.

Creating great advertisements is hard when you’re doing everything yourself.  What you need is a team of experienced and dedicated professionals that can do all of the work for you. 

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The 4 Branding Questions You Must Answer

The Four Branding Questions You Must Answer

Building a strong brand isn’t difficult, but it does require focus. It’s not uncommon for new business owners—and experienced ones, too—to drop the ball when it comes to branding. It’s not that they don’t know what they’re doing. Rather, it’s that they can’t articulate it.

The good news is that there’s something you do about it. Answering four key questions about your brand can help you focus on what’s most important. And that will make it easy to create a consistent and memorable brand.

Question #1: If your brand were a person, what three personality traits would it have?

It might seem strange to attribute human traits to a brand, but it’s one of the most essential elements of branding. Brands have personalities, or they should. Why? Because consumers want to identify with a brand. Often, they project themselves onto the brands they use.

A brand like Dove might choose these traits: warm, compassionate, and confident. A quick perusal of their website or Facebook page shows all three traits in spades. Their content celebrates women as they are, and encourages followers to share their stories.

Question #2: Which celebrity would you choose to narrate a documentary about your brand?

The second question is one that can help you determine the right voice to use for your brand. A brand’s voice should spring from its personality. It’s important to think about tone, language, and who the audience is for your brand.

A brand that targets affluent people who care about appearances might choose someone like Sean Connery or Gwyneth Paltrow. A young, hip brand might prefer a very different narrator. The key is to come up with someone who would be a good spokesperson for your brand.

Question #3: How do you want a prospect to feel when they read about your brand?

Branding is a two-way street. Ultimately, you want people to identify with your brand. They can only do that if their reaction to it is something you consider. You can’t control how people react, but a carefully created brand is likely to evoke the emotions you want your customers to feel.

A brand like Nike, for example, might want its followers to feel these emotions: empowered, inspired, and strong. You can see these feelings being evoked by their slogan, Just Do It, which encourages people to pursue their athletic goals and overcome any obstacles in their path.

Question #4: What characteristics do the people in your target audience have in common?

Your fans and followers aren’t all the same, but the chances are good that they share some common traits that can help you create a strong brand that appeals to them. These characteristics may be demographics, or they might be personality traits like the ones you assigned to your brand.

A brand like Red Bull, which uses a rather brash, irreverent tone in its marketing, might identify the following traits for its customers: young, daring, and unconventional. By contrast, a brand like Rolls Royce might choose words like affluent, educated, and status-conscious.

The words you choose should describe your target audience. They can also help you define and flesh out your brand so that it attracts the people who are most likely to buy from you. In other words, they work in concert with your brand’s personality and voice.

Conclusion

Creating a memorable brand is a cornerstone of good marketing. When your brand is clearly-defined, it will inform every aspect of your marketing. The voice, characteristics, and feelings you want to evoke will show up in every email, social media post, and ad campaign you run.