To deliver the current competitive market, an efficient advertising message will help businesses that intend to grab the audience’s attention and engage them meaningfully. Besides, advertising messages that are well-constructed help to sell a certain product or service while at the same time creating a bond with the intended market, thus increasing the chances of making more sales. In this guide, you will learn the steps that are required to develop a good ad theme that can influence your customers.

1. Understand Your Audience

The first aspect in placing together an advertising message is as a result the understanding of the target market. Identifying these audiences’ demographics, preferences, needs and pain is important as it enables one to craft a message that will be appealing to these audiences. This is important as audience segmentation can be quite a useful way of focusing the message or how the message is delivered. To learn more about this, you may refer to our comprehensive article on audience segmentation.

2. What are you? Or better what is The USP?

Your Unique Selling Proposition (USP) is another basic marketing concept that explicitly marks your product or service from other similar products or services being offered on the market. It is something that would give your clients an edge that other competitors do not have. To this end, your advertising message needs to convey this USP to grab the attention of your target audience. For instance, if your business is in a summative delivery sector than your competitors, then ensure that this speed is reflected in your communiqué. Find out more on how to define, market, and capitalize on the unique selling proposition.

3. Step One: Develop a Memorable Message

The following are elements of simple advertisement that are of the essence in advertising: I always mention that your message should be simple and clear because your audience should not have to read between the lines. Ensure you use simple language and avoid being made up of long threads of information through which the reader can easily get lost by reminding them of your key message. If the message has to be persuasive, it should contain an appeal to fears, doubts or emotions, reason, an appeal to the time factor, or an appeal to authority. For example, such a phrase as ‘Buy Now and Save 50%!’ is obvious and provokes to perform a definite action. Read more on our guidelines for designing effective and concise communications.

4. Focus on Benefits, Not Just Features

Customer prefers to know what your product or service can do for him/her rather than knowing its attributes. For example, rather than saying “Our software has a built-in reporting feature,” emphasize the benefit: “By using our software you get real-time detailed reports hence saving your time.” Emphasis on the advantages also gives the audience a strong logical reason to be emotionally charged towards your message.

5. Use Persuasive Language and Strong Calls to Action (CTAs)

Your advertising message should have a strong call to action that will encourage the target market or customers. This can be done through the use of action words, writing a persuasive message, or through giving promotional offers. The CTA is an essential part of your message because it tells your audience the next course of action. Whether it is Shop Now, SignUp Today, or Learn More a good call to action motivates the intended response. Also, we have shared our recommendations on how to best approach creating CTAs that get results.

6. Incorporate Visual Elements

In advertising, for instance, adding visuals goes a long way in adding value to the message being passed across. Graphics can reach people and catch more attention than the mere written word and this is why images, videos, and other related graphics are the most effective tools to use when posting a message. Guarantee that the images you use are clear and appropriate to the business. Standardized and defined colors, fonts as well as the general layout at the same time maintain brand consistency.

7. Test and Refine Your Message

By testing your advertising message you need to ensure that you don’t overlook this critical step. Try out two versions of your message and determine which performs better to come up with the best message. Instead, trial and error is based on the idea of measuring certain aspects like click-through rates, conversion rates, and levels of engagement. By frequently the massage you’ll be able to improve it in the best way possible, as I have described above.

8. Leverage Multiple Channels 

Your advertising message should be flexible to be used in different media including social media, e-mail, print, and Television. Every channel is different and your message may require tweaking when being posted for that specific channel but it should not change the theme across all channels. Increase the chance of penetration of your message by using multiple channels so that a large number of people would see it. 

9. It enables your message to reflect your company’s values.

The final factor that affects your advertising message is the relevance and compatibility of the message with your brand and the kind of tone you wish to establish with your customers. It is also necessary that there is harmony in communication since this improves the image of the brand and wins the trust of the audience. For instance, if the brand is linked with humor and fun then the advertising message should carry this and if the brand is linked with professionalism and reliability then the advertising message should carry this.

Conclusion 

The development of a good advertising message is, however a blend of art and science, which can be best defined by designing from both the customer perspective, USP, and how the message is communicated to the customer. In this way, involving all these steps, companies can create teasers and messages that will not only grab the consumers’ attention but also prompt them to take desired actions.