Creating an advertisement campaign for your business that is successful and cost-effective means putting in the time and effort in the beginning to plan well in advance. The research that you will need to carry out will give you crucial information that will help you to create an advertisement that will grab the attention of your target audience and get them to take the action you are aiming for. There are a few essential steps that will help you to create an advertisement that will achieve the results you need to get your business to where you want it to be.
Start by describing your target audience. You can’t sell to someone you know nothing about. And no matter how brilliant your product or service is, there is no way to make it appeal to every single person in the same way. Pick one type of person to aim your advertisement at, and make detailed notes on who this person is. This will give you the information you need to make your advertisement irresistible to your target market. Make a note on the gender, age group, the area in which they live, what they do for a living, what their family life is like.
It may seem narrow, but by creating one specific person as your target market, you are honing your aim and making it more effective. Make a note of what they like to do for enjoyment – what hobbies do they have? Do they have children? If so what schools do they attend? What hobbies do the children have? Where to they go on holiday? What kind of movies and music do they like. Every bit of information is giving you clues to what you will need to include in your advertisement as well as where you will need to advertise in order to reach your target market.
Which newspapers do they read? What television do they watch? Make notes on all of these aspects, and then add any ideas that come to you as a result. You will be able to base the wording of your ad, the content, the way you describe your product or service and the tone of your ad (humor, pathos etc.) on the information you have compiled that forms your ideal target client. Once you have finished adding all of the information, imagine for a moment that you are that person – that person who likes and does all of those things. What would appeal to you?
In many cases we tend to create advertisements that appeal to ourselves. And that is fine, if we are the target market. But if we are not the target market we need to make sure that we are catering the ad to appeal to those who are in our target market rather than ourselves. Try out different versions of your advertisement, and always imagine it from the target’s point of view rather than from your own. This is the key to getting the results you want.
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