Volume 1: The Information You Need
The information and messaging placed in your advertising are key to reaching your target audience and creating a well-rounded brand that is well-recognized. At Brand Strides, we understand how important it is to reach your target audience creatively.
In this article, we will outline key steps that can help you build top-performing advertisements. You may be interested in taking a look at our next few blog posts that utilize these steps in real campaign elements, such as the creative brief.
Know Your Target Audience
Knowing your target audience is the first step that should be taken before even writing your ad copy. You should identify their needs, characteristics, demographics, and motivations before constructing a message to reach them. Instead of focusing on the features you provide, focus on the benefits your company can provide them to satisfy their needs. Use persuasive language and tone to appeal to your target audience’s needs. Words like “solution,” “proven,” “guarantee,” “incredible,” and more can all convey a sense of confidence to your target audience. Lastly, use vocabulary and verbiage that your audience can. Avoid technical jargon and ensure that the reader can easily understand the message you are trying to convey.
Highlight your Unique Selling Proposition
Focus on why consumers should choose your brand over other alternatives. Answer the question every customer asks “What sets you apart from your competitor?” Elevate yourself in the minds of your target audience to ensure they will have easy brand recognition and awareness. Capitalize on your unique selling proposition and what will set you apart from the others in your field.
Use Visual Identifiers
Use visuals such as images, videos, graphics, logos, etc., to capture the attention of your audience. Choose visuals that help to solidify your brand message in the minds of your target audience. These elements must complement the advertising message.
Have a Digital Element
Incorporate a digital element into your copy to capture attention and increase consistency across marketing strategies. A digital element in your copy can combine strategies across multiple campaign elements.
Create a Sense of Urgency and use Emotions
Use phrases that make the offer seem like the consumer can’t miss out. Phrases such as “act now,” “going fast,” “limited time offer,” and more demonstrate that these offers won’t last forever. Consumers need to understand that they need to act promptly. Similarly, capitalizing on emotions can convey a similar message. Using images and phrasing that triggers memories and experiences can easily convince consumers of your brand.
Highlight Benefits with Numbers
Consumers respond well to numerical data. Highlight the benefits they are looking for with the research and information that your company provides to them. This will make benefits more tangible and memorable to the consumer.
Use Short Sentences and Headlines
Short groupings and headlines can space out the ad copy and make the message easily digestible for readers. Headlines and subheadlines efficiently organize the piece and make it easy for the target audience to find what they want.
Be Authentic
Stay true to your company’s messaging and brand strategy. It is important for messaging and strategies to be consistent across all platforms. Ensure your message sounds like it’s coming from your company, not from a place with no personality. Use creativity, images, sounds, and core values to create a well-rounded ad copy that matches your brand’s personality.
Drive a Call to Action
To induce immediate action and response, companies should include phrases that motivate consumers to make a purchase decision. Phrases such as “join now,” “purchase today,” “sign up here,” etc. can shorten a consumer’s decision-making process and further get the messaging across.
Time Your Ad Distribution
Research your target audience’s lifestyle and ensure that your posting schedule matches the peak times in which they are in a spot where the message can be received. Ensure that your advertisements do not overwhelm the consumer and have a consistent running schedule that matches your goals.
Track Performance
Utilize different platforms that track the viewership, interaction, and overall reach each advertisement produces. Monitor re-publishes and platforms that share your information further than the initial posting.
Conclusion
At Brand Strides, we understand how important it is to convey the appropriate message to the right target audience at the right time in the right way. By being consistent, authentic, organized, and staying true to your brand’s personality, you will be able to reach your target audience more effectively and keep them engaged.
