I saw this question in a marketing magazine recently and it got me to thinking about the importance of defining what you expect your ad to accomplish.
Well there are lots of different types of ads and so there are multiple outcomes that could be targeted for your specific ad depending upon its purpose.
My guess is, most small business ads are pretty ineffective. Let's be truthful here - how many times has your ad pulled the type of response that you had hoped for?
Usually, ads under-perform our goals and sales never seem to overwhelm us on the positive side.
Small business owners are rarely trained or naturally talented in developing effective advertising. It's no secret and nothing to be ashamed of.
It takes real skill (some would say "luck," but I don't think that has much to do with it) to put together the perfect combination of customer targeting, the right venue, the right timing, a great headline, the best sales copy, the right offer, the best price, and on, an on . . .
If you develop your own ads (and most small businesses go this route because of the expense of hiring a professional ad firm), you might want to begin the process by asking the question we have posed here: "What is your definition of a good ad?"
Here are some ideas to get you started:
1. An attention-grabbing headline that causes the reader to stop and notice the ad,
2. An opening statement or sub-heading that strikes deeply at the reader's interest and draws him into the ad copy,
3. Bullet points that list the benefits of what the product or service will provide for the buyer,
4. Lots of "white space" in the ad copy so the reader doesn't feel confined or cramped,
5. Possibly a story or a painted picture that allows the prospect to see himself using and benefitting happily from the results of the product (like becoming rich, slim, more sexy, the life of the party, etc),
6. One or more great testimonials from others that have benefitted from this exact product to show the reader that it does, indeed, perform exactly as advertised,
7. A clear "call to action" that unquestionably directs the reader to some action,
8. Incorporation of a "wow" or "ah-ha" moment - that point when the reader finally "sees the light" of why purchasing makes so much sense,
9. A specific offer at a fixed and enticing price that is easy to understand and that is seen as a great value for the investment,
10. Inclusion of all the necessary contact details for further information or to answer any questions the reader may have,
11. Multiple and easy to perform payment options (if the ad is a direct sales tool),
12. A powerful "P.S." that makes the reader think twice before leaving,
13. Bonuses or special reasons why purchasing now could be especially advantageous,
14. A purchase deadline or another component of the "urgency factor."
15. ? (Insert additional ideas you may have here)
