5 Elements of a Great Advertisement
The best advertisements, whether TV Commercials or Print Ads, create desire within the potential customer. The goal of an advertisement is to motivate action. Nothing motivates action like desire.
There are many strategies for creating desire in the customer. An ad usually has about 10-30 seconds to accomplish the goal. During that time, here are 5 things that all good ads have in common:
1. Attention Grabbing
Catchy music, a beautiful woman, repetition, loud sounds, visual humor. These all appeal to basic sensory perceptions and if done right, they work simply because we’re human.
2. Trust Development
Is the company offering the product trustworthy? Or are they just a bunch of greasy car salesmen trying to sell a product? An ad should establish the company offering the product as deserving of trust. This can often be accomplished simply by making a well produced ad with likable characters.
3. Positive Associations
Have you ever wondered why little babies, cute animals, beautiful women, comedy, celebrities and nostalgia are often found in commercials? Because they create positive feelings in people and are the easiest ways to establish positive associations with products.
4. The Desire Hook
All good advertisements tell a story about a product and why the consumer would be better off with the product. Diamonds? They are signs of good marriages and loving husbands. The Nissan GT-R gives you unprecedented driving power. Cars.com is the best place to save money by doing research about cars online.
5. Action Motivator
Once the story has been told, it’s now time for the ad to top things off by taking the established “desire” and turning it into action. With many products, creating the desire is sufficient to motivate action. The product is desirable enough to sell itself. But for other products, the customer will probably need a little prodding. Simply ending a commercial with a call to action will often suffice. Calls to action don’t need to be verbal. They can simply be in the form of a behavior. Humans often act based on how they see others acting. So if someone they respect in the advertisement does an action, the viewer ads this behavior to his repertoire of suitable behaviors and is relatively likely to follow suite. If you want a very specific action that’s not easily translatable through behavior, you can resort to an explicit verbal call to action: “Visit Credit Card Pundit dot com today for the very best card offers available….anywhere.”