Before even touching your pen and notepad or computer, learn about the product you’re advertising. Learn about its features and most importantly, its benefits. This will help you understand how the product will improve consumers’ lives and how your shoppers can’t live without it. Moreover, you should also research your competitors’ products. This will further help you gain a better understanding of your competitive advantages over your rival’s and improve your unique selling proposition. Furthermore, researching will help you spark your imagination and creativity to come up with captivating ads. David Olgilvy for instance came up with his famous headline, “at 60 miles an hour the loudest noise in this new Rolls-Royce comes from the electric clock” after analyzing the prominent features and attributes of his client’s product, Rolls-Royce cars, tirelessly.

Your brand position defines your personality. It’s how your shoppers see you. Whether it’s luxuriousness, youthfulness, or cost-friendliness, these attributes represent your brand and its position in people’s minds. To place your company in consumers’ minds desirably, you need to emphasize on your product features or benefits in your ads to set yourself apart. You should focus on unique qualities such as convenience, cost-effectiveness, or usefulness to accentuate your strengthen. To do so, you can create demo videos, create witty headlines or slogans, or come up with other advertising approaches that can help you separate from the rest of the crowd.

While creativity is important in creating captivating advertisements to capture your audience’s attention, it may not be highly impactful in selling products. In contrary to the common belief, advertising should be about using simple language and graphics to induce your shoppers to purchase as opposed to utilizing charming images or slogans to wow your consumers but fail to evoke their purchase desires. As David Ogilvy once said, “if it doesn’t sell, it’s not creative.” To learn how to create simple advertisements that convert sales, you can read books such as Ogilvy on Advertising and The Copywriter’s Handbook. These books can teach you simple techniques such as use words such as “how” and “why” to arouse consumer interest and “unveil” and “introduce” to generate excitement. This will help you attract people’s attention and arouse their purchase intentions.

By reading books written by renowned advertisers and copywriters, you can better understand how to construct world-class, prolific advertisements. You can read books such as Confessions of an Advertising Man and Hegarty on Advertising, which are both legendary advertising books cherished and worshipped by advertisers worldwide. Moreover, you can study ads from websites such as Ads of the World to spark inspiration. After all, continuous learning is mandatory in all fields and marketing is no exception