Published March 2003

Persuasive message
is critical to advertising success

When advertising doesn’t generate desired results, many advertisers blame the media (delivery vehicle) when it’s their message that failed to deliver.

In the midst of a slow recovery, ad budgets are still tight. Consequently, there is more accountability for return on advertising investment now than ever before. For ads to be effective, they need to be well targeted — not only in terms of reaching the right audience but with a persuasive message, too.

Choosing the right media is easier than crafting the right message because it involves “science.” The objective is to match your target audience to vehicles most cost effective at reaching them. Creating a message, however, that stimulates interest and action is more difficult because it’s an “art” form.

There is a tried-and-true formula you can use that will help you sequence your content and likely improve your results. Many successful copywriters use the AIDA method, which stands for Attention, Interest, Desire and Action.

• Attention: You need to cut through the clutter before you’ll get anyone’s attention. The most important copy you’ll ever write is the headline (print)/hook (electronic). Ask yourself what headline/hook copy would catch my target market’s attention. Asking a poignant question and using a stunning illustration or photograph are also effective attention-getters. Advertising legend David Ogilvy started by writing up to 16 headlines for every ad he wrote. He has made a gazillion dollars doing so; you might consider taking his lead.
• Interest: You need to get to the “what’s in it for them” early in your ad to peak the prospect’s interest. Use short, simple sentences that convey “target sensitive” benefits. A list of features won’t get them excited; benefits are why people buy. Explain how your product will make your prospect’s life better.
• Desire: All purchases are motivated by either “reducing one’s risk” or “increasing their advantage.” Make a connection with your audience’s underlying motivation based on the satisfaction or solution your product or service provides. This is the part of your ad where you’ll make an irresistible offer, a strong guarantee or astonishing claim (as long as it’s legitimate).
• Action: A “call to action” is imperative if you want to generate a response. Be specific about what you want your prospect to do: call for more information, go to our Web site, schedule an appointment, etc. Creating urgency (limited time or inventory), building value (third-party endorsement) and offering an incentive also arouse action.

Common mistakes include putting your company logo at the top of the ad (it should be below your call to action) and trying to cram in too much information. Keep your copy focused on a single selling proposition.

It is also highly advisable to have someone else proof your ad copy for typos and clarity. Have a colleague read it out loud; if it doesn’t sound conversational, you’ll need to re-write it.

In summary, your copy structure should be: headline/hook, benefit-laden body copy, desire-building offer, call to action, identity (logo) and signature (slogan). If you want to get better ad results, practice writing headlines.

Andrew Ballard, President of Marketing Solutions Inc. in Edmonds, develops brand leadership strategies for businesses and teaches strategic marketing through Edmonds Community College. He can be reached at 425-672-7218 or by e-mail to andrew@mktg-solutions.net.

Back to the top/March 2003 Main Menu