You’re about to be let into a little secret, 10 of them in fact. At Red C we’ve put together 10 lessons every advertiser needs to know if they want to create highly responsive and persuasive pieces of communication for both client and customer.
Tip 1. You
You can determine how successful a piece of communication will be by how many times the word ‘you’ is used. That’s because, when you use the word ‘you’ you’re focused on the customer and what you can do for them, rather than being focused on yourself.
Your audience wants you to make them feel special. Make it all about them, show them a good time and you’ll have them coming back for more.
Tip 2. Looks are everything
Let’s take an Aston Martin. Its function is to get you from A to B. But its design makes you feel like James Bond. Now let’s take your ad. Its function is to make the sale. But will only do that if the design is visually attractive to the audience.
A way to make your visuals even more striking to customers is the use of irregular shapes. It stands to reason that in a world of squares, a circle will stand out.
Tip 3. Repetition
Tell them what you’re going to tell them; tell them; then tell them why you told them.
Repeating your message will make it more ingrained in the audience’s mind and therefore increase the chance of a response.
Tip 5. Story time
Once upon a time, there was an advertiser who went on a journey to find a wandering consumer and rescue them from all forms of poor communication. Through an attractive visual and emotive persuasion, the consumer was swept away. They lived happily ever after.
Ideas that evoke a narrative are more memorable, they invite empathy and involve the consumer, which increases the likelihood that they will respond.
This takes me to my next tip…
Tip 4. Dig for gold
Take the time to learn about your audience. They are real people with hopes and dreams and aspirations. Empathise with them and you’ll effectively persuade them.
For a great piece of communication, the learning shouldn’t stop there. Learn everything you can about what you are trying to sell. Learn everything you can about the competitors.
That way you’ll find the gold that leads to the sell.
Tip 6. Big ideas
According to the ‘Father of Advertising’ David Ogilvy, “unless your advertising contains a big idea, it will pass like a ship in the night”.
If you want to get a big response, get a big idea. The Man in the Hathaway Shirt, now that was a big idea.
Remember: Concepts are king.
Tip 7. Boring
Last week I bought a cardigan, it’s grey and soft and only cost £12.99. I think it looks good. I can pair it with a t-shirt and jeans, come rain or shine. Bored? Good, my cunning plan worked.
Your time is limited with the audience. Have some fun, know what interests them and do just that.
Tip 8. Personalisation
Believe it or not, we’re all strangely drawn to our own name. For example, if you’re called Mrs Smith I bet you noticed your name straight away. If you’re not Mrs Smith than I bet you’re a lot less interested in what I’m saying.
Customers want to feel like you care about them as an individual instead of treating them like just another customer. Adding a name or piece of information about them will work wonders.
Tip 9. Sell the dream and promise the earth
A toothbrush, for example, may not be the most grand of products but its purpose has a big impact on our daily lives. The healthy, glistening white smile it can produce is what many of us strive for… and the rest of us; well you will just have to show them what they are missing.
To help you make the sale, a good tip is to promise them that your communication will be the solution to their problem whatever that may be.
Tip 10. Don’t over stay your welcome
Sometimes you can say too much. So whet the appetite and leave the audience wanting more, with a clear call to action.
In the words of Ronan Keating “you say it best when you say nothing at all”…
On that note I’ll take my own advice and leave you to ponder over these 10 tips for response.