An article in Entrepreneur lists several ways to create ads that grab the attention of your audience. Entrepreneur writes that "great ads tell a story or create an unforgettable experience and make you want to read more."
Entrepreneur goes on to explain the five factors to make ads more clickable: Curiosity, Benefit, Emotion, Credibility and Expectation.
In a B2B environment, your main objective should be informing your target audience about how your products and/or services will solve the challenges they are facing. This is embodied in the old (ancient, really) sales trainer's story about quarter-inch drills. "Last year, tens of thousands of people bought quarter-inch drills. But none of them wanted quarter-inch drills. They really wanted quarter-inch holes." First, determine your prospects needs that are their equivalent of quarter-inch holes.
Here are some tips to help you. First, develop a clear and concise message that connects with your target audience on an emotional level.
If your products and/or services can save your customers' money, tell them that and tell them how much they can save. If your products and/or services are of higher quality or will yield higher-quality results, explain why.
Use testimonials whenever possible, as these build credibility.
Don't be afraid to go into as much detail as possible when explaining the benefits of your products and/or services. Ads that provide a clear benefit are more clickable.
Focus on the benefits of your products and/or services, not the features. Features may describe your products and/or services, but benefits are what your customers are concerned about. How will your products help solve their problems?
If your products and/or services offer your customers a competitive advantage, make that a clear benefit in your ad. People will click on ads when benefits are offered.
Be creative in your campaign. Your company should develop a message that is not only interesting but is also informative. The more appealing your message is to your audience, the more successful your campaign will be. People are curious by nature and want to learn more about subjects that interest them.
Never promise something your company cannot deliver. Do not create unrealistic expectations in the minds of your audience. Your company should be able to deliver everything your ads promise.
Understand your target audience. What are their job titles? What are the challenges they face? Where do they get their information? How can your company help them solve their challenges?
If your target audience gets information from digital platforms, you are missing the party if your company's advertising message is not there.
Having a better understanding of your target audience will help you develop the right message to engage them.
