Creating great advertisements is not an art anymore. It is a science and it is a set of simple steps that if carried out correctly, will result in the expected result.
The knowledge resides with very few people amongst the marketing fraternity and there are hardly any consumers who understand this process. For consumers, it is simply a promotion that gets them excited, but for the trained eye, it is much more.
Let’s look at this in a little more detail
Anatomy of an Ad
- Name of the product
- Value proposition: what’s the end-benefit of this product and who is it for?
- Specific and clear overview of what the product does and why is that good (features and benefits).
- What’s the pain that it solves? Description of the problem.
- List of everything in the product (e.g. curriculum of the course, list of every item in the package, etc.).
- Technical information: parameters, what do you get and how does it work?
- Objection handling. Make a list of all possible FUDs (fears, uncertainties, doubts) and address them.
- Bonuses (what you get on top of the offer).
- Money-back guarantee (+ return policy).
- Price.
- Call to action.
- Expectation setting: what happens after you buy?
These simple 12 ingredients matter the most and what is also important is the placement and size of these elements. There are no rules around that, but you should read my article on Visual hierarchy to understand this in more detail.
