Identify your message and define its goal.

• Before you begin writing your advertising copy, you must identify your target message and the main goal of the message.  When developing your advertisement, keep this goal in mind and never stray from it.  If your advertisement gets off track from the goal, it creates confusion for your target audience.

Identify your target audience.

• Know whom you are trying to reach and everything about them.  Know their demographics, psychographics, background, interests, etc.

Appeal to your target audience.

• Always keep your audience’s self-interest in mind, not your own.  Aim the message at individuals, rather than the entire group.

Capture your audience’s attention.

• If an individual’s attention is not caught immediately, your advertisement will not be noticed.  Use effective tactics in order to capture attention, keep attention and sell your product or service.

• EVOKE EMOTION.  If someone feels a strong emotional connection to the words, phrase or idea of your advertisement, they will absorb your message.

• BE UNEXPECTED.  Think outside the box.  Avoid clichés.  Use unique and shocking ways to capture your audience.

• BE ENTERTAINING.  There are many ways to make copy in advertising entertaining.  Humor appeals to a universal audience.  Telling a story will leave them wanting more.  Putting your audience in a situation or mindset will entertain the feeling of your message.

Develop the content of your copy.

• Offer your audience something, an incentive to follow through and take action from your advertisement.  This can be tangible, such as wealth, a deal or low price, or it can be an idea, such as health or happiness.  The audience needs a purpose to absorb your message.  The following are strategies to remember in developing your advertising copy:

• SIMPLICITY.  Keep your message simple and to the point.  A complex concept will lose the vast majority of any audience instantly.  Never assume your audience already knows something.

• CLARITY.  Say what you mean to say.  Your audience should be able to identify your message immediately.  Your message should never be a riddle or up to individual interpretation.

• BREVITY.  Nowadays, no one has time for advertisements.  To get your message out, keep your message short and to the point.  Long, drawn out copy will loose your audience’s attention.  Cut the fluff and get your message out as quickly as possible.

• CREDIBILITY.  Promise your audience something and back it up with proof.  If you are telling your audience your product or service is the best, let them know why with concrete evidence.  Use case studies, ratings, reviews, etc.

Always proofread.

• A first draft is never perfect.  Always re-work and re-phrase.  Try multiple ways to approach your audience and find which one is best fitting.  Test the effectiveness of the message on others before you use it for your final advertising copy.

Strategize for the right medium.

• Know what is the best medium in which to reach your target audience.  Know the most effective area to purchase billboard space, know the magazine your target audience reads most, and so on.  Pick a medium in which you can gain the most possible traffic from your target audience.

Always back it up with action.

• Always follow through with your promises.  This will not only gain you customers or clients, but will help you gain credibility and positive word-of-mouth marketing.

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Lets look at some examples of changing design.

In the 1970′s there was a lot of design being done with flowers and Earth Tones.  This was due to the state of our society being in the “Hippy” era.  Designs were Psychedelic and crazy with floral patterns and fun shapes.

In the 1980′s we found the masses being attracted to bright neon colors and a sort of robotic feel.  This was most likely due to the advent of computers and the emergence of technology.

The 1990′s brought us a sort of transition phase to where we are now.  I personally cannot think of any defined style or relevance of the 1990′s but it was probably in anticipation of the new millennium.

In this dawn of the new century we have a new style that is prevalent all around us.  This is sort of a minimalistic, yet bold approach to design.  Quite a few ads and designs are not much more than well placed images with a couple splashes of text and a logo.  This style has been driving Websites, print ad campaigns and outdoor media for quite a few years now.

No matter what style of design an individual likes, if they are a designer, they still have to follow some basic elements of the trends around them.  Adopting parts of various styles will make a design unique, but making sure it appeals to the masses is what will make the design successful.

Pier Marketing is a marketing firm that has worked closely with various companies to develop graphics for everything from Advertisements and Point of Sale Materials to Trade Show Booths and Websites. To learn more Pier Marketing’s Graphic Design and Advertising services, Please contact us today for a no obligation consultation.

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