Building a customer base is a time consuming process, especially if it is not clear where to look for an audience. This article contains the basic forms and methods of composing effective advertising that can be used for any business.
Choose, experiment, and learn to work with the tools that work best for your business. All of them are based both on the peculiarities of human thinking and on the primitive instincts that have persisted among modern people.
1) Dynamic banners
Dynamics – The human brain has been focusing on moving objects since prehistoric times. Hunting for a mammoth and hide and seek from a saber-toothed tiger required an instant response to any movement. And although we moved from the cold caves to cozy offices, the reflexes remained. The action of dynamic banners on the Internet is based on this principle.
2) Advertising with contrast elements
Contrast – what stands out against the general background always arouses interest. Contrast can be expressed in a variety of forms: graphic, verbal, semantic. Therefore, thinking about what kind of advertising attracts the attention of customers, it is important first of all to stand out from the background of the closest competitors.
3) Advertising that evokes emotions
Emotions are great trigger in ads especially that drive danger and pleasure. The instinct parts of our brains are much older and more powerful than the prefrontal cortex, which determines willpower. Therefore, a juicy photo of ice cream necessarily activates the corresponding centers in the consumer’s brain.
4) Image of animals in advertising
Animals – since our ancestors lived in a world inhabited by dangerous animals, images of animals also grab our attention. In addition, the distinctive features of an animal can help express the character of a product. So, a cute fluffy bunny is suitable for advertising a blanket, and a cheetah or a jaguar is suitable for a sports car.
5) Image of children in advertisements
Children’s images in advertisements exploit parental instinct to keep an eye on a child who could harm himself. World famous brands have a number of successful advertisements based on this principle.
6) Advertising located in the upper left corner
In our culture, we read from right to left. Therefore, the advertisement located in the upper left corner attracts attention as we start read from that point.
7) Price indication
The presence of a price in an advertisement increases interest in it. This is due to the natural curiosity of most people to know the price of the product.
8) Using stickers
Stickers are flags / tags / marks “Hot Sale”, “New”, “Promotion”, etc. Two rules that should be observed when working with them: there should not be too many of them; they should be catchy, bright.
9) Incentive signals
For example arrows. This primitive, at first glance, method, in fact, often turns out to be the most effective. However, you should not limit yourself to the classic red arrows. There are many other ways to grab the reader’s eye. These include: the gaze of the model, the orientation of her head, direct finger pointing, body position, and directional words.
10) The effect of novelty
Most people want to be trendy. This explains why the simple “New” sticker still works. At the same time, you can find extraordinary ways to use the trigger of novelty. By the way, ads like ‘Tech 2021’ are also based on this trigger, although they don’t include the word ‘new’.
Man is a social being, so people’s faces immediately grab our attention. The human brain even has a special section responsible for face recognition – a special area on the surface of the fusiform gyrus. People’s faces are eye-catching. Any professional advertiser knows this.
Even in a room filled with noisy people talking about different topics, you will always hear your name. That is why popular names and direct designations of target groups are often used in advertising. This also helps to attract the user.
13) Surprise effect
Surprise – shocking and discouraging information motivates us to further familiarize ourselves with it. Try not to overdo it by using too popular headlines “shock, sensation”, etc.
Advertising efforts must be incorporated into a coherent and multifaceted marketing system. And the answer to the question of what kind of advertising attracts the attention of your target audience should be sought based on a thorough marketing analysis. Only then will you be able to convert the attention of your potential customers into profit with enviable stability.
Do you sell online? What techniques are the most working for you? Share your opinion in the comments below! I would be happy to answer any questions or submit your project to my team at Astorts Group for evaluation.
Alessandro Rocco Pietrocola is an entrepreneur and investor based in London and operating mainly in Europe, Asia and Oceania with main focus on UK, Baltic Countries, Russia, China, Hong Kong, Malaysia, Singapore, Middle East and New Zealand as area of interest! At the moment is the CEO of Astorts Group. He is an UK FCA (Financial Conduct Authority) Approved Person and is has great experience as director of regulated companies. He uses to dedicate part of his life to inspire others and help them achieve the most out of their life. Since he was 20, he had successfully founded and managed several companies operating in the field of management consulting, wealth management and fintech. He loves travelling, he is a cigars lover, an amateur golfer and a dapper man.