8 rules for creating effective advertising

1. In one ad layout (message) must advertise a single product, service

Imagine the following situation: You are dealing with someone in one unit of time trying to talk with him three very different topics: leisure, work and vehicles, while jumping from topic to topic, and chattering with 10 words per second.
Whether your interlocutor understands what you want to convey to him, whether he would feel at the same time. Most likely no! Agree, his head goes round, and he would forget about the essence of the conversation.

Look at advertising models 80% of companies, businesses and organizations advertise in Russia. In one ad layout size, for example, half of the page head, designer or advertiser who do not know the technology of "sell" advertising, trying to place 3 or more products or services.

A classic example is as follows. The layout of advertising placed windows: front doors and interior doors, garage doors, roll shutters, barriers and forged gratings. All anything, but the effectiveness of this advertising is reduced at times and trying to advertise several services at the same time, the advertiser loses customers as a person's attention is scattered, the layout becomes less visible and concrete.

BOTTOM LINE: One advertising model - a single product or service.

2. The advertising message should be heading

Title - is the first thing that draws attention to the client in the form of advertising. The headline should attract attention and motivate client. It should be large and stand out from the other text of the advertising message.

Title can be:
1. In the form of a question: How to increase income? or tired from work?
2. Appeal to the audience: Attention, students! or Dear Accountants!
3. Answer the question that it ?: furniture, windows, repair of refrigerators, CREDIT easy.
It is not recommended to put in place the title name of the company, for example, Ltd. "Oasis" or "NPC RGZA №1», because they do not convey the sense of direct advertising and motivate client.

3. The advertisement must contain PICTURE

The man first drew attention to the image, the image or images, and then in the text. Therefore, the image must be present in advertising.

This image should be associated on the client with your product or service, to solve and / or show any kind of problems of the client, the solution of which could be your product.

IMPORTANT: To make the layout more efficient and attractive to your customers, you need to place in him the light source, it can serve as a sun, light, light beam, headlights, bright light coming out of the figures, or from behind a person, and so on. d. The main thing that it was. The light source creates perspective, and the picture becomes more lively. For example, to understand how it works, you can, looking, any video clip or advertising model BMW cars or Mersedes.

4. The advertisement should be the time and place

One of the important components of effective advertising is its memorability man. The longer he remembers about your product and how quickly he can remember exactly your product, then when he needed it, the more likely it is to appeal to you.

The lion's share of your potential customers pay attention to advertising, but do not buy the product immediately, probably due to the fact that at the moment they do not need or do not have money, etc. But in the future they will be to buy the same goods.

How to make people put down in your memory a service or product? How to make it long remembered and quickly thought of you as soon as he became necessary?

To do this, you need to specify the path of a person to quickly remember and recall your information. The memory is arranged in such a way that a person lays every moment of your life in a certain cell (file) and puts in an entry in the form of images of the world, sounds, smells, etc. All cells are arranged in chronological order in
the date when the event occurred.

Imagine that you have lost the scissors somewhere at home and can not find them. The first things you start - it's as a long time (time, date) I last saw them? And the second - where I had last seen them? You find a pair of scissors when remembering that a week ago (date) I saw them lower drawer (place).

Remembering copywriter goes the same way, a man remembers the beginning, when he saw the information (time) of the product, and then - where it is seen or may acquire.
If we put in advertising a certain place, such as your office or shop, and the time and date - the period of the campaign, the sale, the date of issue of gifts, the date of the seminar, etc., the memorability of your layout will be much higher than the similar ads, but without the time and place.

IMPORTANT: The action or sale should last for a limited time. The advertisement, on the model, it is desirable to specify a product with the best (lowest) price and with an extended target audience (ie this product should normally use as many different target groups).

For example: home appliances and electronics sells almost everything - from washing machines and DVD-ROM drive to the plasma TV. The shop has a "motley" target audience - the best product for positioning in advertising is, for example, a cell phone with low cost, since the cellular communication is now rampant and cell phones used by most solvent population. Therefore, a person, seeing a low cost on a popular type of product, will associate your shop with best prices and shopping. Coming to the store to buy the phone, the person will simultaneously buy or asking prices for other goods.

5. Advertising must contain a button

Button - a tool that is used to obtain the consent of your customers read (listen) message. This word, combination of words or an image, which serves to ensure that the client has paid attention to advertising and then read the message you want to convey.
Message - the news, the thought, the significance you want to convey to the audience.

Button to play the function of "baited hooks" for your client, and the main message - a stretch "klyunuvshego" client.

For example: advertising seminar for executives, key can be a problem or difficulty that leaders want to resolve. With polls revealed that the major difficulties faced by the Manager is the management staff and raising revenue.

Use for workshop staff could be: "Employees do not comply with your orders?" Or "tired of the irresponsibility of employees?".

Use for a seminar on increasing the income may be "low income of the company? There is a way. "

Use for promotion advertising media can be: "Advertising does not provide the desired impact?" Or "Advertising does not" work "?"
Buttons in the form of images reflect a problem or its solution, such as ads about credit may contain an image showing a lack of money (an empty purse) or vice versa, to show advantages of the loan, convey emotions of joy from buying a new (happy family against the backdrop of a new apartment, etc. )

Example + key message:

Button: "Tired of irresponsible employees? There is a way! "
Message: Only 12-13 March Seminar on "How to recruit and train productive employees," Leading - the owner of one of the largest holding companies of St. Petersburg Galina Smolyakova.

Button: No hot water?
Message: Only 1 to November 15, buy electric water heater Bosch with 30% discount

Buttons investigated via surveys of your potential customers.

Examples of questions to identify buttons:

What are the main difficulties do you have in managing staff?
What pictures or images you associate with this problem?

I especially want to note the following question: What is on your
second in importance after the price? This issue is aimed at to understand that according to customer value in your product or service.

For example: If you sell heaters, the question can be formulated as follows: When selecting a heater that for you is in second place after the price? Most people, for example, reported that for them it is important that heaters are fireproof. Thus, we found that the core value and selection criterion among many other heater will be the Fire.

That is why it is vital to place a button in advertising that reflects the value to the consumer of the product, for example: "100% fire safety" or "high fire safety."
There is a whole technology of carrying out, analysis, surveys and detection based on these buttons.

6. In the ad should not be misunderstood words

The advertisement must be present for the plain and simple words your customers. Do not efficiently use the words that are challenging for quick understanding.

Examples of incomprehensible words in advertising:

Integrating sales. You can replace at increasing sales effectiveness

How to differentiate? (from the advertising workshop) - How to distinguish (separated) from the competition?

Ease of understanding and perception - that's the secret of the effectiveness of advertising.
Exclude from their advertising complex and unintelligible words.

7. How easy is it to buy

A person should easily find your contacts on the layout: the phone or address.
That is, it should without hesitation and a long search to find how to contact you. To do this, sufficiently large to specify contact phone number - 7-15% of the area of ​​the layout.

IMPORTANT! To people to make quick decisions, we recommend that any advertising specifies the command to action - CALL NOW, CALL TODAY, CALL, JOIN NOW COME TODAY, etc.

8. After production, test layout, showing its target audience

When creating advertising person who creates the layout, a lot of work on it, and it can look "blurry." Some points defects can be missed, especially since the person who creates advertising often is not a consumer (the target audience) of the product. Therefore it is required to test the finished model of the target audience.