What Makes an Effective Challenger Brand Ad?

October 15th, 2013 Written by

Challenger Brand AdvertisementEver wonder why some print advertisements generate an enormous response, while others seem to just fall flat? Challenger brands can’t afford to waste time and money on feeble advertisements; they need to get the most bang for their buck. Before you can create an effective advertisement, you must first understand the anatomy of an ad and what it needs to accomplish.

Development of effective ads starts with a clear comprehension of your target audience, your competition and the media in which the advertisement is running. It also requires a deep appreciation for why your target audience will buy from you. Armed with this information, you are ready to create effective advertising for your brand. Here are just a few of the most critical design factors:

  1. Grab their attention. An effective print advertisement must communicate a simple-to-understand message. To do this, it should have a powerful headline of no more than nine words, and/or an image that captures the attention of the reader. The ad must get this message across in about two to five seconds, because that’s how fast the average person flips through a typical publication.
  2. Pull them into the ad. So you’ve grabbed the reader’s attention — now what? At this point in the process, the average reader will give you another five to fifteen seconds of their valuable time to hear your story. The body copy needs to tell its tale in a hury, outlining only those specific benefits that are the most important to the reader, not you. Make your story interesting, believable, and credible, or you will lose the reader’s interest. It’s okay to use subheadings and bullet points. A good rule of thumb is that the more expensive your product is, the more copy your prospect is willing to read.
  3. Tell them to do something. If a reader has focused on your ad this long, chances are they believe that you have something they want or need. Don’t leave them now. Tell them what you want them to do – tell them to call your toll-free number to receive your special offer, or go to your website to get a free white paper. Tell them to do something that allows you to capture their names and bring the desired relationship to the next level. Ensure your offer is credible and consistent with your ad message and is strong enough to get the reader to respond.

Before you create any advertisement, in print or otherwise, try to understand the process your reader will go through and what will get them to buy. Once you have a true understanding of this process and can design advertising to attract your target, you will see a measurable difference in your response.

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