effectivea d v e r t i s i n g
off by this and will not want to read
unique telephone number or web page,
it. Adverts have got to catch their
or a simple spreadsheet would do.”
attention with a good line, relevant to
the target audience, that will engage
Your aim is to get a direct response
them and make them want to read on.
from your target audience. If your
Cat agrees: “The main purpose of the
phone starts ringing and your inbox is
headline is not to sell your product,
rapidly filling with queries, then you
but to grab the readers’ attention…
know that you have hit the spot and
and keep it. If you are not a fantastic
your advert really has got noticed!
copywriter then keep to the point.
Break copy down into bite-sized chunks
Russell Smith’s dos
of information that are easy to digest.”
and don’ts:
Carefully selecting where you place
your adverts in a magazine can also
Do
improve your chances of grabbing your
• Make sure your message is
audiences’ attention. As Cat explains: clear and stands out
“Look at the publication before you • Use a headline to grab the
start and explore the different advert
attention of the reader
formats and positions available.”For
• Include facts and figures to
example, cheap air fares intelligently
give the reader a means
of comparison and thus
positioned next to a business news
differentiate your product
page will ensure that the right audience
or service from that of your
sees the advert.
competitors
• Use adverts to reinforce your
The big picture
brand. Adverts are the first
PinkGreen Creative recommends that
point of contact with potential
you think before you leap into the
customers, therefore make
advertising game: “Never think of your
sure your brand stands out
and its image is reflected
advert as a one-off publicity shot, think
within the advert
that Dove is the world’s number one
about your whole campaign. If you
• Ensure you include a call to
cleansing brand, has sales of over
have a product that comes in seven
action, i.e for more
null2.5 billion a year in over 80 countries,
flavours, do not try to cram them all information call or refer the
outsells all other skin care bars
into one advert, run several adverts
reader to a website
combined in the US, and there are
each with one clear message.” This not
• Include images, a slogan or
over 1 billion showers taken with Dove
only strengthens your brand through
taglines to build on product/
products in the US each year!
brand recognition
consistency, but also ensures your
• Use a font that is clear and
marketing message is clear.
easy to read
Few franchises will have the same
• Keep copy consistent
marketing experience or advertising
“Highlight the main benefit of your throughout
budget as Unilever. However, it is
product or service. Does your advert • Ensure copy does not bleed off
worth noting that the success story
fully convey what those benefits are?
the edge of the advert
here is very much a result of combining
If not go back and fine-tune it until it
• Keep paragraphs short or
originality with your audiences’ needs,
feels right,” and “identify the problem
use bullet points to highlight
or as Kate explains: “Tell your audience
key points
that your product or service can solve
what they want to know, not what you
for the reader,” says Kate.
Don’t
think they should know.”
When it comes to monitoring response
• Use more than one message
Grab their attention
rates, Kate advises: “Develop a system
per advert
Russell explains it is essential to be
for asking people who contact you for
• Overload the advert with too
clear and concise: “Many adverts that
much information
the first time where they heard about
• Use too many different fonts,
you see overload you with content.
you. Put an identifying reference code
particularly italics or scripts
The audience is going to be turned
on your advert. You could set up a
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