Tell your readers what to do next

31 Aug

There are times when I look at an ad and it seems to wave goodbye to me right after that. There simply aren’t any calls to action nudging me to buy the product somewhere or to order it online. It’s almost criminal to leave your readers clueless on what to do next.

I’ve seen a fair share of advertisements for small businesses where they try to emulate what the giants are doing — just a logo and a smarty-pants tagline. What these advertisers fail to understand is that the big boys get away with doing something like that because they have built a name for themselves. Very often, these ads without a call to action are usually generic brand ads that aim to remind consumers of their existence. It’s like them saying “Hey, we’re still here, business as usual.” Unfortunately, some small business owners copy the formula and they end up with zero recall value, not to mention an absence of enquiry calls because there wasn’t a number in the first place.

And this seems to be the favourite way of advertising for many new and unknown brands in the market. Sporting a logo and a tagline is cool. But it’s not when you’re a virtual unknown in a sea of competitors.

When you advertise something, that space is yours. Apart from telling readers what your product can do for them, you have to tell them where and how to get it. Should they be the first 100 to respond in order to receive an special-edition gift? Or should they visit your facebook page for exclusive information? Create an interaction between the readers and your brand. The ball is in your court. Guide your readers by the hand and tell them what to do next.

Don’t squander the opportunity in an ad by just showing your logo. You can do that when your brand is big enough.

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