The
marketing golden rules of AIDA mean attention,
interest, desire and action. This is very
useful when designing your advertising,
think when constructing a piece of work
are you fulfilling the rules.
When
dealing with the headline make sure it is
very attractive to the customer, not what
you think is relevant but a headline which
from market research if possible you know
will appeal directly to your customer.
So
in order to achieve that goal you will be
looking at true customer benefits as opposed
to just describing the product or service.
What does the customer think? Taylor the
ad so it is positioned from their point
of view "what is in it for me".
Do
not try and be clever or comical with the
feel of the advert keep things simple, direct
and punchy.
Start
with a great attention grabbing headline,
then think of text below which is relevant
to the headline and interesting to the customer.
This can be achieved by having sub headlines
which are customer benefits then a paragraph
describing each sub headline.
Perhaps
include an offer for the customer to encourage
a call for action make sure the call for
action is straight forward and simple to
understand.
Pictures demonstrating the product can be
very effective as they indicate what you
see is what you will get. So ensure there
are attractive pictures of the product or
service and include good captions with each
picture.
Test your advert on a small scale, test
what works first before investing in a large
advertising campaign. These principals can
also be used with a sales letters, fliers
and leaflets etc.
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