Advertising is an important part of the lead generation puzzle. Winning brands combine powerful, meaningful, inspirational messages delivered in ways that touch their audiences, with great products and services that perform to expectations, are credible and trustworthy.  Great ad campaigns are often founded on deep psychological insights. When done right, ads increase loyalty and goodwill from consumers. This in return, leads to a faster spread of word by mouth thus increase in the number of your consumers. What follows are some of my personal favorite tips on what makes an ad more appealing:

Use of alluring headlines.

When it comes to copy-writing ads, less is always more. Do not bombard people with a long headline as you only have three seconds to get their attention. Give people a reason as to why they should click on your ad. Make that headline catchy and relevant to your audience. First impressions do matter. Win that consumer and win them on the first round.

Your choice of words matters.

Words, they say, have a lot of power. And yes, words indeed do sell. People have forsaken newspapers and television and now connect to brands through Facebook, Twitter, Instagram, and blogs, where advertisers have a few seconds to sell a product or service. Some of the words that you should consider using are:

You- Whenever a person uses you, it always feels more personal as opposed to using a collective pronoun.

Guarantee- This words removes doubt and puts more confidence in the consumer especially if it is a new product. It also shows commitment on your side.

Save- Consumers will always love a good deal. I mean, everyone loves saving money and getting more for less. When using the word save, feel free to go ahead and mention exactly how much your consumer will be saving if they decide to purchase from you. For example; Buy now and save 15%.

Now- Nothing beats instant gratification. You love getting your results there and then so why should this be any different with your consumer? Word of caution, do not false advertise as this may lead to trouble for your business.

Results- At the end of the day, all a consumer wants is results. Help your consumer rationalize the purchase by mentioning the benefits that they will get by doing business with you.

Be relatable.

As with all marketing strategies, the first step is to always identify the intended target audience so that you can tailor your materials to their needs. Once you know who you are marketing and selling to, use emotional triggers. Emotion sells. When people can identify and relate to a certain feeling, the probability of converting the prospective to a client, triples. Write emotional ad copies for your audience. Emotional does not necessarily mean sad, use both the negative and positive emotions.

Clear call-to-action.

A good ad should contain a clear call-to-action. Once you have identified your target audience, your next objective should be to know how this ad goes hand in hand with your marketing strategy. Do you want to increase brand awareness across your social media platforms, do you want to send people to your website, is there a sale going on. At the end of every ad, a customer should know what is being asked of them.

Use captivating images/ videos.

No business owner wants their business to be the one known for lack of creativity and imagination. When it comes to ads, this is one area that you are allowed to be as explorative as possible. Use bold colors, use that imagination to lure in that customer. And it’s okay if you fail the first few times. Coming up with good ads, that lead to increase of web visits that eventually leads to increase in revenue, takes time. Use puns to engage your audience. Consumers love it when brands engage their minds. It also shows that you know your consumers love a challenge. An ad should not always be just about selling. Take a moment and breath with your audience!

Forget features, focus on benefits.

When coming up with an ad, it gets tempting to talk about your brand and what makes you unique in the market. As much as all that sounds fabulous and exciting to you, the customer just wants to get to the bottom line. Are all of my needs met? How convenient is this product or service for me? Tell your consumer how you will make their lives better. If possible, be specific as this will save the consumer time. Focus on the consumer and not the brand.


The nature of media and advertisement is constantly changing. With every new generation, old rules have to be reconsidered or thrown out when ineffective.  The same old advertising techniques will not always work on the new generation. Try the above tips and see how they will work for your organization.

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