Advertising your business is absolutely necessary. If all the great brands do it (think Coca-Cola®, Apple®, Nike®), you need to do it too. With so much competition for people’s attention, there’s a need to constantly remind current customers AND potential new ones of what you have to offer.
If you want to create an ad that will have a positive image and ROI, you’ll need to do some important upfront thinking on your part. I’ve seen many small (and large) businesses have to re-work their ads after poor results: expenses that could have been avoided. Grab the 10 page workbook that goes along with this article, then come back here and follow along!
Here are 7 questions to answer as you prepare your message and then create an ad:
1. THE GOAL: What do I want this ad to achieve? For example, is it to promote a new product/service/capability? Is it to introduce a special promotion? Is it to announce a new location?
2. THE TARGET: Who do I want to talk to? Am I targeting current customers, new prospects, a specific demographic or geography?
3. THE MESSAGE: What is the single message that I want to get across? Am I stating the benefit my solution provides from the customer’s point of view? Am I clear why my solution is better than what competitors offer?
4. THE PROOF: Do I have photos, videos, demos, guides, white papers or customer success stories to give more credibility to my message?
5. CALL TO ACTION: Is there an incentive offer? Do I have a unique URL to enable me to do better tracking of responses?
6. HOW TO BUY: Is it clear how and when interested people can reach me or buy from me?
7. CUSTOMER EXPERIENCE: Am I staffed up and have trained my sales channel to handle the response?
Once you have a draft of your ad, test it out with some friends. Ask them what the ad is saying. Do they understand what you’re selling and why you’re a good choice versus the competition? Creating an ad is usually a fun experience, allowing you to rev up your creativity. By having a good strategy upfront you are well on your way to having a memorable and revenue yielding campaign.
Do you have any additional insights on how to create an ad to share with us?
Workbook: Want to Create an Ad?
If you want to create an ad that will have a positive image and ROI, you'll need to do some important upfront thinking!
Miriam Vializ-Briggs is a marketing consultant with 25+ years of marketing strategy and execution experience, garnered as an executive at IBM, American Express and Kraft General Foods. She has created solutions and marketing strategies in a number of industries including banking, biotech, packaged goods, energy, healthcare, industrial, insurance, restaurants, retail, and travel & entertainment.
2 thoughts on “Want to Create an Ad? 7 Questions to Get it Right the First Time”
Love this post! Thank you for linking up today!
Vanessa! I’d love to link up with you again soon. Let me know how things are going on your end. 🙂