*whew!* It took some finagling to get it just right, but we’ve finished a sexy new ad for Pollster. First, the rough draft:
The first draft is attractive, but it had a few problems:
- The rectangular shape and the position of the product name made the ad a competitor for the site header.
- There was no need/value statement in the ad.
- The punchline wasn’t strong enough.
Including a need/value statement in your ads is vital in marketing. To do that, you need to:
- Identify a genuine need that your consumers have that your product can fulfill.
- Create an eye-catching opening line that addresses that problem.
- Transition into a sympathetic statement that speaks to consumers who haven’t used your product.
- Explain how your product solves their problem.
- Whammo! Introduce your product name and tagline.
And of course, you’ve got to present it in a visually appealing way that stimulates the reasoning mind and the primal senses. How do you do that? Sorry, gang…that’s a trade secret.
With that said, here’s the final draft:
Now the ad is framed, with rounded edges and a drop shadow to make it seem less like a web page “section” and more like an element of a section. We added some additional effects to warm it up and make it sleek.
Most importantly, though, we used the need/value format I mentioned above to draw the viewer in and sell them on the product. The product name and tag line have been moved to the bottom and the tag line has been refined to make it punchier.
I like this ad a lot. And hmmm…I’ve got a blank space on the wall by my desk.
