5 Tricks to Create Ads That Hit The Gut

By: Janice Jenkins
Submitted: 2008-05-12 19:31:17
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What makes an ad stay in your head? When you are at work and you start humming a song from a commercial, or you think of an ad for no apparent reason, why do you think that is? It’s because those marketers use methods that make their campaign memorable. And you can do the same by using the following tips:

1. Get prospects to spend more time with your ad.
The more time spent processing your ad by reading or listening, the more likely a person is to remember it. How do you pull people in? By using a strong text message that speaks directly to the reader or listener. The message should benefit the consumer in some way. For print ads such as poster printing, a model looking straight at a person can engage him. This is why advertising agencies spend so much on models: attractive people naturally attract more attention and hold that attention. A powerful picture is a lot easier to remember than a bunch of words. A study conducted on behalf of the Newspaper Association of America showed that when three-quarters of an ad was devoted to images, recognition rates improved by 50 percent.

2. Add some spice, color-wise.
Especially for magazine readers, high-contrast pictures or colors boost recognition. Just changing the background color of a text ad can produce enough contrast for people to remember it. Or use a color that wouldn’t be expected, like magenta here or there. Just be careful not to overdo it, you don’t want people to remember that they didn’t like your ad and have negative connotations about it and your product!

3. Make your ads memorable.
Some colors are more unforgettable than others. For print ads, try using sky blue, golden yellow and shades of blue-green. Look at a few issues of the magazine or newspaper that you want to advertise in – are most of the ads 4-color? If so, you may want to stand out by using black and white, or just two colors. If the ads are muted, try to incorporate some bright colors in your ad to make it stand out. Tastefully going in the opposite direction of the other ads can really draw your ad out and readers in to your company.

4. Advertise, advertise and repeat.
What did you do in school when you needed to remember a term or definition? You repeated it to yourself. Constantly. This doesn’t necessarily mean to repeat the same ad over and over again. But you could repeat a key word or phrase in different mediums – print ads that have different designs or colors but with the same word or phrase; a radio spot with the same phrase that was in the print ads; and a billboard with the same phrase again. When people see the same message in different contexts, psychologist Mark E. Wheeler of Washington University School of Medicine, says that people associate the different impressions, which helps them retrieve information when they need it.

5. Clearly state what’s in it for the consumer.
What grabs a person’s attention is a message that says how it’s going to benefit them. People buy products and services that make their lives more pleasurable, or easier. They don’t buy things to make life harder. So make sure you get your point across as plainly as possible – “this is what we can do for you.”

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