The biggest challenge facing advertisers these days is getting in front of their target audience. With so many ads on so many platforms – television, radio, print, online and mobile – competing for the eyes and attention of so many people, how can you stand out?
Companies are competing not just against their competitors, who are seeking the same ad space as they attempt to steal customers and gain new ones; they are competing against non-competitors in other industries who are competing for the audience’s attention, and money, whether it’s disposable income or not.
Long gone are the days when you can describe your product in detail, explaining the benefits of why it stands out and can meet the customer’s needs instead of your competitors. Today, your consumers want the information instantly; if you cannot tell them why your product or service is right for them in under 30 seconds, sometimes even less, failing to get their attention, you have failed.
There are, though, ways you can get your target audience’s attention and stand out from the direct and indirect competitors. Of course, much depends on the medium you are using, but they all have the same goal – to connect with your audience.
Simplicity. In his play Hamlet, Shakespeare has Polonius say that brevity is the soul of wit, Polonius himself not being brief. Advertisers need to keep their ads simple and straight to the point. In today’s world of distractions, you need to instantly connect with your consumer. Images are always best if you can get your message across – “show, don’t tell” writing applied to advertising.
Quality. Instead of cluttering the air with tons of different ads, stick with one ad that is of high quality, which consumers will attach to your brand. Unless you are going for a specific campy style, quality ads, whether online, television, mobile or print, quality in your advertising will show that you care about your brand and its message. Quality ads also will catch their curiosity.
Focused. In advertising, message is the key and consistency in messaging is vital. Keep your ad focused on what you are conveying, which is your message. At the same time, keep it consumer-focused – if you want your customers’ attention, you must first give them attention.
Emotion. It is true – consumers make emotional decisions. Let your ad work in a way that lets your brand make an emotional connection with your target consumer. Consumers will rationalize, but the final decision to act is emotional.
In the end, whatever you are selling and your brand is promising, you must deliver on that promise, because a brand is an honest promise, and no one likes when promises are broken.