Abhay Gupta
Aug 13, 2024
Most ads are like a wild fever dream, riddled with random mascots, nonsense dialogues and over the top effects. They fail on so many levels.
So, why are they so bad?
More importantly, what can you do to make sure your ads don't become like this?
You probably experience this all the time. You look at an ad and just can't figure out what it's for.
You think: "What's the point of this?"
In today's day and age, people's attention spans have dropped drastically. So, your ad must quickly get their attention.
You need them to instantly understand what your ad is about.
How?
By using a clear and concise headline. One which highlights the problem the target audience might face.
For example, instead of: "Guppao Marketing. We can help you grow your business through effective marketing."
Do: "Need help attracting more clients?"
This leads me on to my next point.
Nobody cares about "we", they only care about "I". In other words, they only care about themselves.
Your ad shouldn't be a lecture about your company's background, or even your brand. Well, unless you have millions of pounds to throw away…
So don't put the brand first!
This rule applies to all forms of marketing: posters, websites, digital ads and everything else.
The person seeing the ad won't care about the brand.
Your ads must focus on the pain points of your target audience. What problems are your target audience facing? How can you solve these problems?
You need to answer the question: "What's in it for me?"
This is probably by far the worst mistake I see soooo many ads make.
Let's back up for a second.
So, you've connected with the audience via your headline. You've identified their problems. You may even have listed some solutions. But now what?
Simple.
Get the audience engaged in whatever it is you're providing. Get them to contact you!
How can you do this?
Include a CTA, a call-to-action.
For example, direct them to your website. Give them your email address, phone number, social media account.
Don't leave prospects thinking: "Ok… So now what do I do?"
Also, make your CTA obvious. Make it stand out. The CTA is completely redundant if the prospect doesn't see it.
Another, less talked-about, benefit to CTA's is that you can now monitor the performance of your campaign. Unfortunately, I'm all out of time for now.
So, let's start boosting your ads' performance. Start using a clear and concise headline. Focus on the problems your target audience is facing. Include a CTA to get clients.
Talk Soon,
Abhay
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