10 Ideas For A Persuasive Advertising Message

For many organizations, each dollar spent on marketing and advertising needs to get outcomes. But thousands of dollars are wasted each year by not having a compelling message. Performing a letterbox drop of 50,000 flyers can be a waste if it does not convince buyers to take action.

This happens far too frequently and it’?s often the advertising medium that’?s blamed. The real reason is not the medium but the content. The worst part of all, the message could have been simply tweaked to get a completely different outcome.

The tools in this write-up won’?t let you know the precise message you need to use for your company. Only you’ll know that. What it’ll do is assist you write and communicate that message much better than ever.

Tip 1: Commence With The Outcome

What exactly is it you need the reader to do? What do you need them to take away from your advertising? What do want them to really feel, know or take into consideration?

Once you’ve worked this out, you can begin to write. This simple technique will make your writing sharp and your message clear.

When drafting your content you should start by writing the objective at the top of the page. You can then build a framework around the key things you need to say to make that objective happen. This will ensure you communicate the right message and the right benefits.

Making use of this framework you’ll be able to then add content to validate, support and reinforce your important points.

Lastly, you’ll be able to wordsmith the message (making use of the ideas in this post) to create it persuasive and compelling. This ensures you communicate one of the most crucial points and creates a clear flow for the reader.

Tip 2: Write In Spoken Word & Present Tense

Write as though they’re the only one reading it and you?re talking directly to them. Try to talk about issues in the present, as it’s more in the here and now. This is more relevant for the reader.

Also try and talk as though they’ve already bought the product. ?The dustbuster 3000 let’s you pick up bowling balls as though they are a feather?.

Tip 3: Write Like A Newspaper

This is so important with today’s consumer. We don’t have the time to read irrelevant information. If consumers don’t get a compelling reason to keep reading in the first 2 sentences, they’?ll stop.

Newspapers are one of probably the most successful forms of writing. They regularly get readers to read their entire write-up. Even if they don’t, the reader still knows the core concept.

How do they do it?

They suck you in with an intriguing headline

They give you the main points up front

They use short sentences (7 -10 words)

They use short paragraphs with 1-3 sentences

Tip 4: Talk About The Reader

This problem takes place time and time again. Most usually on websites. ?We’re X company and we’ve been established for 15yrs. We do this, we do that, we’re so great, we’re the best, etc etc.?

As a consumer, we?re not interested in you. What we?re interested in is what you are able to do for us. How can you assist solve our problems.

Your message should focus on the reader and how your service helps them. A good rule of thumb is to have more ‘You/Your’ statements in your content than ‘We/Us’. That way you know your message is speaking to them.

Tip 5: Keep The Content Simple

Use straightforward language wherever you’re able to in your messages. This makes it easier to digest and more likely that the reader will ‘get it’.

Steve Jobs and Bill Gates are two of the most successful people of our time. They are both considered very smart people and yet Jobs is also regarded as one of the best presenters in the world.

One of his many secrets, Jobs presents at a 5th grade level while Gates presents at a l0th grade level (Seattle Post-Intelligencer). Jobs is easier to understand and easier to follow. Do the same for your message.

Tip 6: Have Bullet Points & No Full Stops

With limited time, we want information and we want it now. If we see a big block of text, we immediately know its hard work. Use bullet points to quickly and succinctly get your ideas across.

Try to use an odd number of bullets where possible (the brain prefers odd numbers) and don’t use full stops at the end of each bullet so that people keep reading.

Tip 7: So What, About Features

Don’t consider what your company does or what services you provide. Consider the solutions that you provide a customer and also the problems you solve. This is called the ‘so what’ factor.

So you clean carpets, so what? What about, we free your house of nasty dust allergens and make your carpets look like new.

This so what factor is the actual reason why buyers are buying your service. They’re not buying it because of the features, they are buying it for the problem in their life it solves.

Tip 8: Avoid Clich├ęs & Platitudes

Platitudes are empty words that are ignored by the reader. Efficient and effective tells a reader absolutely nothing. Neither does, ‘superior service’ or ‘we’re the best…’. Focus on what your service specifically does. ?Our advanced system allows us to clean your carpets in half the time it takes traditional carpet cleaners and it is left dry so you are able to walk on it straight away.?

Cliches are advertising messages that have already been so overused that they no longer have any meaning: ‘Buy now and save’. ‘but wait there’s more’. People have heard it so frequently that they essentially ignore it.

Tip 9: Call To Action & Low Risk Offer

Always give consumers a reason to act now. This could be with a limited offer that’s only available for this week. It could also be by stressing the pain/issues they might have by waiting.

Identify what barriers exist between your potential customer and their purchase decision. If they’re worried about changing their mind, include a 30 day guarantee. If they aren’t sure that you?re better than the competition, include a product comparison table.

The crucial element is to breakdown any barriers to the purchase decision.

Tip 10: Use Social Proof

This is the use of information that endorses the need for your service. It includes testimonials and data that validate the benefits of your product.

A vacuum cleaner manufacturer might state that 60% (not an actual figure) of buyers hate their vacuum losing suction when the bag is full, so they’ve developed a bag-less vacuum cleaner that never loses suction.

Bonus Tips

As a final tip, here are a number of other points to keep in mind when you create your message:

Remove disruptive “that’s”, they don’t add value to your message

Make sure there are no spelling mistakes or grammatical errors

Don’t over sell your product or service (you lose credibility)

Include a consistent message across all your advertising

Mike Sandys is the founder of FindMyLocal.com.au. An online service making it easy for customers to find local businesses when they?re ready to buy. Located in Australia, it is one of the few Advertising options that guarantees outcomes.


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    One Response to “10 Ideas For A Persuasive Advertising Message”

    1. Articles Free HUB says:

      Very well said, keep your readers interested or you will
      loose them.

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