In the previous column, we asked ourselves the three questions we must answer before we begin designing and drafting an ad. If we answered the three questions honestly, we can move on to the next stage: design and drafting.
Pay attention to the iron rule: the overload of advertisements and marketing materials does not allow our brain to "read" the ad. We look in a certain direction, but our brain only picks up some of the details.
Don't believe?
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An exercise conducted at one of the most prestigious colleges in the United States can illustrate to you how true this is.
Stand at a crosswalk. Look left and right. Wait for a car to pass you. You looked in the direction of the car, right?
And now please answer me: How many people were in the car? What was the gentleman sitting next to the driver wearing? What color was the driver's shirt?
The car passed you slowly, you looked directly at the car - so why didn't you "see" the details? How come you are unable to answer what I asked?
This is a basic rule.
The eyes are like the lens of a camera. Everything, including the color of the driver's shirt, is reflected into the brain. It's just that our brain 'filters' out parts that it thinks are not important to us. And 'records' only the important details.
We wanted to cross a road. Our brain 'registered' only the important details: the speed, the distance between the vehicle and the crosswalk, the traffic on the road. Everything else is unimportant and therefore we 'didn't see' it. Even though our eyes were looking in that direction.
What was the design of the ad frame?
It's exactly the same with advertising. Look at any ad you want. Look away.
None of you will be able to answer me in 100% about all the details in the ad. What is the price of the product? What is the store address? What is the phone number? Only one or two details from the ad 'register' in the brain, when it, the brain, decides what is 'important' to us.
So how does the brain decide what is important?
Surprisingly, it does this based on... habit. If we are looking for beauty - we will "see" only the beautiful things in the ad. If we are interested in promotions, our brain will jump out at us from the text.
Therefore, it is very important that the ad be as focused as possible, clean, and with a clear message.
For this reason, professional ads contain either a short, big headline (We're here! - about the opening of a new branch) or an entertaining or catchy image/illustration that highlights the message, catches the eye, and encourages us to continue reading the ad.
Even after the impressive opening to our ad, we need to stick to the three questions and answer them briefly and concisely.
Unlike most ads, I recommend sticking to the headline method throughout the rest of the ad. A word or two will describe a complete sentence, and in bold and centered form.
Instead of stating that you have beautiful tables and stunning chairs and small and large dining areas... state in your ad: "Amazing selection." Instead of writing that you provide courteous and professional service, treating each person with a personal and patient attitude - declare: "Number 1 in service and professionalism.".
Tell a lie, stay away.
And again: Don't say things that are not true. The shock to the customer who was promised the lowest price in the ad, and then comes across a store with "pharmacy" prices, may be so great that even if you have a huge selection, he will be so disappointed that he won't buy.
Always focus on the things you are truly strong at.
Do you have the biggest selection? Go for it. Are you the cheapest around? Spread that all over your ad. Do you have the longest opening hours? Highlight that. And so on.
Hope I helped. Anyway, I'm available for questions and requests!
So guys, you are welcome to send questions, requests for comments, and clarifications to my email. Interesting and insightful questions will be published and answered in the next column.
• The writer is the CEO of the consulting firm M&S, which specializes in business consulting, raising credit for businesses, building and improving sales departments, valuations and recovery plans. And he is the founder of the 'School of Business Management - Startup'.
