Powerful Words Can Help Drive Your Ad
By Chase McKeague
Although there isn't an easy game plan for writing winning ads, there are some key points to penning an ad that will grab a reader's attention and expand your advertising nickel. So before you throw in the towel on creating good copy, make sure you've consulted the following steps to improve to effectiveness of your ads. These simplified tips could give you the extra energy your ads require to keep you a step ahead of the competition.
Appropriate Attention
First, remember that you don't want your ad to merely get attention- you want it to receive the appropriate attention. Not everyone who reads the newspaper is on the market to buy a car. You don't need everyone's attention, but you need the attention of those most likely to be shopping for a new set of wheels.
That's why personalized headlines work. If your target audience is parents with young children, a possible opening for an ad might be: "Attention Parents." Get to the point quickly and don't waste time and space appealing to a more broad audience who aren't interested in what you have to offer. Research your target market thoroughly and then aim directly for them.
Emotional Appeal
Never overload an ad with tons of facts and figures. Your advertising goal is to extend a sales message and excite people, so touch base with their emotions. Most purchase decisions are more emotionally based than logic-based, so it becomes your job to tap into that, and if you bury the message in a number-laden ad, consumers aren't going to get what you want to say.
Instead of merely advertising your offer, attach a popular use or idea with your message. For example, instead of plainly stating, "Sale on New Models!" go for something with a little more zip such as, "The Greatest Deals on Wheels!" And with that, you've added enough emotional flavor to appeal to the emotional buyer.
Claim Support
You pay for, design, and approve your dealership's ad. People are looking for credibility and affirmation, so you must support the claims you make in the ad. Use testimonials, excerpts from reviews and any other supportive material to lend credibility to the ad's message. If your dealership is No. 1 in customer service, who says so besides you? Validate your claims and consumers will believe in your message.
Call to Action
You have to tell people what to do before they'll do it. If you want them to call you, tell them to call you. If you want them to visit you, tell them exactly where and when to visit you. If you don't instruct consumers, they won't do what you want.
For example, "Visit our showroom on July 1 and take $500 off the sticker price!" is a loud and clear call for action.
P.S. = Powerful Statement
Sales letters often end with a "P.S." that contains a highlighted benefit. It is not an afterthought but a strategically placed sales message. People often read the P.S. first and last and recall it the most. Because the P.S. can be vital to an ad, it can also be called the Powerful Statement.
Rev up your ads with an appealing P.S. and note the results. Include another key reason for buying from you or calling you, like "P.S. Test drive a car on Tuesday and receive four tickets to the ball game!" and you'll see an increase in traffic.
These keys to writing effective ads can help you to avoid striking out with your ads. Although advertising agencies often break the rules and still achieve good results, if you create your own advertising, budget concerns may prevent you from taking such risks. Check this list of advice whenever you write and ad and you'll be sure to score big with your advertising.
Chase McKeague has been president of National System Inc. since 1984. He is the third generation to oversee daily operations and development of the 80-year-old advertising information company. cmckeague@dealeronline.com
