MSI Blog

Here's a question I get often: "Why didn't my ad work?" My response is always the same: "What did you want it to do?" Not surprisingly, the ad that "didn't work" never seems to match the intent stated in answer to my question.

Most people in my audience are looking for one thing when placing an ad: response. Most of my clients don't engage in image advertising. They don't have the budget for it. Yet far too many of their ads--whether in print, by direct mail, online, or other means--aren't response ads. They may be eye-catching, but they fail to lead the reader to action.

Here are a few guidelines for creating ads that "work" (assuming you're looking for response):

• Be clear in your own mind as to exactly what you want from the ad. Are people being asked to purchase? To request additional information? To take a second step, such as going to your store or website? If you're not clear on the purpose of the ad, your audience definitely won't be either. (And, by the way, the smaller the step you're asking of your audience, the greater the response will be. Consider multi-step campaigns that don't require a purchasing decision in a single step.)

• Be concise. Know your audience and speak to them in terms they understand without the need for excessive explanation.

• Be direct. Tell your audience exactly what you want them to do.

• Be consistent. One impression doesn't gain mindshare with most people. Put your clear message in front of your audience regularly to educate them and create action.

While these aren't the mechanics of a response ad, they are important guidelines that must be followed when creating such an ad. Look at your ads. Which have brought the expected results? Which have not? When your ads haven't "worked," which of these points were missed?

Rework one of your ads making sure these guidelines are followed and test it again. Measure response. Repeat.

Here's to your advertising success!

Bryan Waldon Pope