Here is the client glanced at this ad.
I remind you that this is a disinterested, cynical, exhausting reader and tired of advertising, your potential Client.
What is this advertisement about?
Look at everything in your advertisement not with your own eyes, but with the eyes of a potential Client!
Only then will your ad have a chance. Hopkins said: “You often see advertisements that you don’t like. They may seem clogged with materials or verbose. They are unattractive to you, because you are looking for an object for admiration, a source of entertainment. But it may well be that of the hundreds of tracked advertisements, this one gave the best results. ”
And therefore, let’s make a reservation right away: the question is, do you like this advertisement? - It has a very distant relation to the tasks of advertising. But the following question has the most direct relation to them:
How does it sell?
Ask advertisers every step of the way. As well as more private questions:
What selling points have you used?
How does this headline sell?
How does this illustration sell?
What useful function does this graphic or text element perform? (If there is no explanation, then this element is superfluous.)
How easy is the ad? Is it possible to increase its readability?
Does the advertisement suffer from signs of idiocy, lisp and advertising? (If in doubt, test. By the way, this is a very simple test!)
How different is your ad from competitors?
Will everything be clear to the reader in advertising? Are there any “hieroglyphs” understandable only to you?
How did you test ads?
What did the results of testing the signal of the first level and readability show?
Which of your personal experience tells you what to do exactly that?
Etc.
I can warn you in advance that you will not receive answers to most of these questions. Moreover, the wording of the questions themselves may surprise some “ad creators”.
