What is good advertising?

Advertising must deliver returns

You spend years building your brand's reputation so that your target audience recognizes you, appreciates you and the cost-benefit picture of your campaigns becomes increasingly favorable. But be sharp for mistakes. It happens quite often that an advertisement misses its mark.

These are the extremes of course, but smaller errors can be found daily in the advertisements around us, resulting in an advertisement not catching on and not having the intended effect.

So how do you make sure your advertising does achieve its goal? With this blog I will give you 5 points to give to your online marketer. The points ensure that your advertising actually achieves its goal. For example, to bring in leads, boost sales or give your brand more unity and recognition.

5 focus points for successful advertisements

1. Focus on results for your customer

Make sure the expression is about what your company can do for the customer. It often happens that companies and marketers get "stuck" in what they themselves stand for and what they do. A few examples in a row:

Spoiler alert: that's not interesting to your potential customer. A potential customer views an advertisement with the question, "What's in it for me? If this question is not answered, chances are the message will not stick. Make sure people recognize their problem or need in the advertisement.

"Stop selling. Start helping ." - Zig Ziglar, Sales Specialist

So instead of starting with: "We stand for...," highlight a problem you can solve or desire your target audience has that you can deliver on. When you look back at your designs/campaigns, try to do so through the eyes of your target audience. Do the examples appeal to them, can they identify with them, do they feel something about them?

As an example, let's take a handyman company. Which says on its website: We have tools for every job', sounds concrete, but a customer does not feel inclined to go shopping. If you change that to 'Tools for every job you can find with us', the customer will be addressed directly and will feel more inclined to go by.

Or instead of:

''In this department you will find our Wisbords. We now sell about 25 different erasure signs. Plenty of choice!'

Make it specific and to the point with:

'You want to take notes on durable material. Use these erase boards in 20 different types, sizes and colors. Includes washable erase board marker.'

2. First impression is hit

Make sure your headline is correct and stands like a house. And that this text is simultaneously inviting and recognizable to the customer. Try not to come across as pedantic, coercive, negative or patronizing. Don't overload your customer with (unnecessary) information. You don't have to be comprehensive, but inviting.
Instead of telling where your company is located, such as: "Welcome to ..., your specialist at ... and then a place, such as the water, the Cathedral Tower or the seashore," it's better to address what problem you solve for your customer.

In a split-second, your potential customer makes the decision to watch/listen to the advertisement or to hit the action button. If it doesn't feel right potential customers drop out.

3. Image supports

If you use images, make sure that the image matches the text: the picture must match the talk. After all, we want an advertisement to be accurate and clear to the potential customer. If you leave your reader confused, chances are they won't buy. Confusion = dropping out.

A physical therapist's example:

Physical Therapist is housed in a recognizable building for people in the neighborhood. When you open their website you see that building on the front page, but it is much more efficient to put a picture here of what the company offers and what problem it solves of the client.

4. Clear text

Write actively and to the point. No one likes woolly texts. How do you keep your texts active?

• By removing unnecessary details
• By looking critically at your adverbs and adjectives (do they clarify or delay?)
• By avoiding the suffering form
• By removing abbreviations
• By not using words like: would, could, become, possible, maybe, perhaps, own.

5. Concrete and imaginable

Avoid jargon or abstract language. Try to read your texts through the eyes of your target audience, who have no prior knowledge. Do they understand? Is additional explanation needed? If there are details or words that confuse, remove them. Again, confusion = dropping out.

Example of a microwave provider

'3D technology; the revolutionary 3D technology distributes microwaves in the microwave oven. Microwaves moving in a three-dimensional pattern heat the dish in a balanced manner, ensuring even cooking of dishes, with just one touch of the button.'

With this checklist in hand, your marketer or agency will make your advertising as effective as possible. No confusion, miscommunication or blunders for your business!

6. Here's how to make your advertising effective

If you check all your marketing with the tips from this blog, you also want the images to always be attractive and hit the mark. In the free online training "Effective Advertising" you will discover which 7 points professional advertisers pay attention to. Use their learnings to prevent you or your agency from missing the mark. Register for free for this online advertising training.