The ABCs of Effective Advertising

If you want your advertising to resonate with prospective customers, it's essential that you appeal to their emotions in some way. Fail to do this and you might as well be throwing money out the window.

Effective ads sell your message, company, or product. They may or may not be creative, but if you can package some good creative in with a message that appeals to a strong need or want within your target audience, it will certainly help.

Effective ads are convincing. They engage prospects as if you were speaking directly to them, and when you succeed in making this connection your prospective customer's thoughts will become your brand itself. Be sure to check out Advertising Basics for Small Businesses for some pointers.

Even if you achieve the enviable position of having a provocative ad execution with an effective message, your work is far from over. In fact, in the world of advertising, your work is never over. Continually exposing your customers, prospective customers, and suspects (those who aren't currently interested in your company or product, but who might be shortly) to the same messaging over a prolonged period of time will lead to stagnation. Eventually, you'll fail not only to inspire brand loyalty, but also to retain it. Even Coke, one of the world's most valuable brands, reinvents its messaging and image when it decides they have begun to lose effectiveness.

Creating an Effective Ad Campaign
So how do you create an effective ad campaign? One way is to go with the single benefit methodology, which directly links your brand to a single benefit. If your deodorant lasts longer, tell the world about it. The characterization or personification angle involves creating a character that expresses the product's benefits or personality. The narrative methodology involves developing a narrative story with episodes describing a problem and its outcome.