Give your advertising a mobile makeover…

by Lou

WARNING: Remove any distractions before you read this post. It’s that IMPORTANT…

With smartphone use increasing around the world,  major search engines are placing much more importance on mobile site optimization. With that in mind, we need to create ads that still grab attention, hold it,  and get people to take action. We just have to go about it differently in some ways.

Copywriting for the mobile market is the same as in any situation where you only have a split second to capture someone’s limited attention span AND avoid “ad blindness” (Ad blindness is where people are so used to seeing advertising that they totally ignore it). We need to engage your prospects’ attention through their life’s and their phone’s countless distractions (and your competition).

A few years ago an Irish friend who runs a hotel in Granada, Nicaragua placed an ad in the local e-zine (The Nica Nuggets) with a link to his website. The ad never did that well. He asked for my help, and we recreated the ad using the techniques I’m about to show you…BOOM! He ended up getting much more traffic and made (and continues to make) more bookings. I’ve been using this method now with all my clients (who need mobile advertising techniques).

What follows are some of the best mobile advertising practices—thoroughly researched—to use with your business. They will help you deliver a compelling and effective marketing message to the millions and millions of smartphones and tablets out there…

We seldom try to sell merchandise. We sell ideas.” ~ Robert Collier

Size of ad

Among the mobile ad sizes 300×250 pixels tends to perform the highest on both handsets and tablets according to a study conducted by Medialets. Remember, you also have to keep the file size of your ad small as possible (without losing quality). I don’t know how many ads I never saw on my phone because they were too slow in loading.

Headline/Title

If possible, you should aim for only two or three words in large block letters. Your headline  should be provocative and quick. You need to stop your prospective customers in their tracks. It has to hook them into your copy, your images, or both. One classic from a John Carlton control was “FREE GUN.” This was used to sell a series of self-defense videos in a print advertisement. And you actually received a military-issued fake gun you would use with your sparring partner. Can you think of any type of hook like that for your product or service?

Color

In general, your ad should blend in quite nicely with your content to avoid ad-blindness. If you are using  a stand-alone ad, it should be attention-getting and appropriate for your product. Avoid the “Me-too” look and copying what everybody else is doing. Back in the old days, this advice was given to people who would advertise in the Yellow Pages. Remember your audience. If you are targeting older prospects, they might not be able to see as well as younger people and won’t even try to read your ad. If that’s the case, use larger, dark type on a light background. There’s a ton of information online about the psychological effects of color on the human mind and on different cultures.

I also have a section on color psychology in my Visual Impact Advertising. Just for review, here are some of the common emotions felt (in Western cultures) when a certain color is prevalent:

YELLOW = optimism, clarity, warmth

ORANGE = confidence, cheerful, friendly

RED = bold, youthful, excitement

BLACK = credible, professional

PURPLE = wisdom, creativity, imaginative

BLUE = Trust, dependability. conservative

GREEN = Peaceful, growth, health

Emotional Hot Buttons

As in any successful ad, we need to spark the emotions quickly. We can do this by using one or more of the potent “7 Rs.” Here they are in no particular order of importance:

Recognition (on the job, by peers, praise, more physically fit, more knowledgeable)

Relief (from any type of pain: physical or emotional, more comfort, less stress, annoyances)

Remuneration (more money, better financial security, save money, getting a job)

Revenge (Isn’t there someone in your life that just pisses you off? Did anybody doubt you years ago that still makes your boil? “Keeping-up-with-the-Joneses” effect)

Role Performance (being a better manager, more amazing magician, caring parent, etc.)

Romance (from travel to sex to being more attractive to the opposite sex).

Rare (if what you have is difficult to get, if you only have a few more, put this information in your ad.)

Ideally, you want your prospective customers to believe (or know) they have few or no perceived options to solve their problem(s). Depending on your product. If your product or service solves a problem (and most do), if they have lots of choices in how to solve that problem (i.e., your competitors), there’s a good chance your prospects will choose them. ALWAYS understand the perspective of your customers.

Bullet points

Bullet points are vital in any sales message, but they are incredibly important in mobile advertising where people are constantly skimming. Here is where NLP Language Patterns for Advertising come in handy. You can pace your prospects’ current situations, presuppose outcomes, embed commands, enhance submodalities and so much more to make your advertising more persuasive.

Images

Of course, if you are selling a product, a high-quality photo of it in your ad is a no-brainer. If your product or service lends itself to an ideal Before/After image, you can use that. If you are not selling a product or service where you would use an image, studies have shown that images of eyes, specifically staring eyes attract the most attention.

Another good use of the eyes… if you can arrange it… for your ad is to have a group of people around your product, looking at it. Since we are socially conditioned to look at what a group of people are looking, this is an ideal way to use an image in your mobile advertising to attract attention.

(NOTE: I created the above images in Google Drawings. If you’ve got some artistic talent, you can do the same. If not (and I don’t really), you can go to a site like Fiverr and have someone design a professional banner for about five US dollars.)

Social Proof

Do you belong to a famous and popular organization? Have you ever been featured in a news story? Have you served a large number of customers, been in service for a long time (or both)? Make sure you feature their logo in your ad. My friend Gerry who runs that hotel in Nicaragua  mentioned earlier has a nearly 100% positive rating on TripAdvisor (a popular travel web site), so we included that information and their logo in his ad. If you can work social proof into your ad, do so!

Now, are you beginning to imagine how YOU can implement this style of advertising to your content?

And of course, there’s the old–and very successful–standard of making your advertisement not look like an ad but as an editorial imparting important information. Here’s one format you can use:

 

HEADLINE HERE 

Subhead Here

Text Here (Less than a hundred words or so describing their problem and possible solution.

Link here (or the whole ad could be a graphic and links to your site or landing page.

 

IMAGES MANIPULATE

Today’s ad agencies are using high-level persuasion techniques

NEW YORK, NY. Everybody ignoring your advertising? Clicking away from your website? No surprise. The old-school methods no longer work as well anymore. Sooner or later you’re going to have to change what you are doing in order to just survive. Now, imagine using the latest techniques of the very successful advertisers and businesses that are low-cost to no-cost techniques available to you now. Click this link to find out if you qualify.

Now you may begin to wonder when you will use this style in your mobile advertising…

You just learned how to create perfect advertising for the mobile market. And that means you can take ads you have now and tweak them to maximize the benefits of mobile advertising…or create totally new, effective mobile advertising.

To that end, let’s quickly recap what you learned in this post:

• You learned how to make the size of your ad perfect for smartphones.

• You found out how to use color and images to capture attention.

• Plus you ever discovered a slick way to press a person’s emotional hot-buttons to make them more likely to visit your site.

If you haven’t already done so, create a checklist of what you’ve learned in this post. Then give yourself a pat on the back, because you’re now all set to get a bunch of new leads, prospects and customers!

VISUAL IMPACT ADVERTISING

Wouldn’t it be great if you were able to convey the benefits of your products or service quickly and evoke deep emotions in your prospective customers?

The proper use of images sends a powerful message to your prospective customers. This power of the image derives from its ability to convey a message all at once, as a whole chunk of meaning, on several levels of the mind.

But the wrong use of images can confuse people, make fun of your message, and even cause you to lose business. Who needs that?

Visit this page to find out more on how to use images with language to create incredibly persuasive advertising: https://gumroad.com/l/hBjsM

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