Effective advertising doesn't need to be complicated. In fact, some of the best advertising ever produced is extremely simple. Simplicity is really the underlying theme of today's episode. That's because far too often I see ads that are overly complicated, wordy, and trying to convey too much information that make the ad completely ineffective.
So here is how you can make your advertising more effective in 3 steps:
Step #1: Capture My Attention
There is so much advertising noise out there that it is more and and more important to try doing something different, something bold and unique in order to stand out. You also need to capture your audience's attention in 2 seconds otherwise they will move on and you've lost them, because well, that's just how we humans operate. Our brains are processing a lot of information quickly and we are good at avoiding advertising. So unless it's really interesting and eye catching and different, then your ad is not going to be very effective. If you want some inspiration, check out this previous episode on Being Different.
Step #2: Make Me An Offer
What are you selling and why do I need it? Maybe it's just because it's on sale, but I need to know what it is you're selling. It may sound simple but it's amazing how many ads I've seen that don't communicate effectively what it is that they are selling. It should go without saying that this is a huge problem.
Step #3: Make It Easy To Buy
You might have the best, most unique ad in the market but if your call to action or your landing page is complicated or unclear, then you may be losing a lot of potential customers. It's really important to simplify the process with as few steps as possible so that you don't lose people along the way.
As I said in the beginning, the key here is to keep things simple. Ineffective advertising is often due to a case of information overload. However, if you stick to these 3 steps and focus on simple and clear messaging, then you are heading in the right direction.