An advertisement has 3 primary objectives: to inform, persuade and remind your audience about your offering. In simple terms, the aim of advertising is to create awareness about the availability of your products or services and influence people to buy them. There are 6 key components of an advertisement, including:
- Body copy
- Call to action
- Contact information
Consumers read countless headlines every day. Whether they’re on television, social media, billboards or magazines/newspapers; headlines are everywhere. Your job as a marketer is to create a headline which grabs the attention of your audience and entices them to read further. As stated by Copperplate Communications, here are 8 types of headlines you could use in your advertisements, such as:
- Direct – State the selling proposition upfront.
- Indirect – Arouse curiosity and raise questions which you will answer in the body.
- News – Deliver new information about your product, service or business.
- How-to – Explain how to accomplish tasks or solve problems with your product or service.
- Question – Ask your audience a question that they are likely to empathise with.
- Command – Tell your audience what you want them to do.
- List – Promise your audience a list of instructions or information.
- Testimonials – Use the customer’s own words to make the pitch.
Not all advertisements include a sub-headline. They are not an essential component of a successful advertisement; however, they can be useful if your headline doesn’t convey the message you want to send on its own. Adding a sub-headline can provide additional information and elaborate on your headline.
The body of your advertisement should provide proof to supports the claims you made in your headline/sub-headline. In this section of your advertisement, you should provide readers with the most important information they need in order to make a decision on whether to buy your product or service. Outline details about your product or service, such as key features or problems you solve. Try using bullet points and short paragraphs to deliver information quickly.
Eye-catching visuals are imperative to the success of your advertisement. As they saying goes, one picture is worth a thousand words. Provoke interest in your product by creating colourful and vibrant graphics of your product/service or people using your product/service. If you don’t have the creative skills in-house, you can hire talented freelancers from websites such as Upwork, Fivver and People Per Hour to create the visuals for you.
Call to action
An effective advertisement will guide the reader to act on the information they have received. A call to action encourages prospective customers to take the next step and make a purchase. Examples of strong call to action phrases include (Crazy Egg):
- Start your journey towards X
- Activate X today!
- Don’t miss out!
- Your running out of time!
- Add to cart or add to wishlist
Your audience needs to know how they can get in touch with you and purchase your products. Always remember to place some form of contact information on your advertisement. This information could be:
- A phone number
- A website
- A social media page
- An email address
- A physical address e.g. store address.
Thank you for taking the time to read our article. We hope you now have a better understanding of the key components of an advertisement. If you have any questions regarding the topics discussed in this article, please don’t hesitate to get in touch. A member of our friendly team will always be happy to help. Power up your business with Soft Sell Digital today!