4 Hallmarks of a Great Advertising Message (Examples Included!)

Dec 22, 2023 | Blog

There is power in good copy, but there’s MAGIC in great advertising.

Want proof? Enjoy this trip down memory lane!

  • When You Care Enough to Send the Very Best (Hallmark, 1934)
  • Breakfast of Champions (Wheaties, 1935)
  • Melts in Your Mouth, Not in Your Hand (M&Ms, 1954)
  • Betcha Can’t Eat Just One (Lay’s, 1963)
  • The Few, The Proud, The Marines (US Marine Corps, 1977)
  • Just Do It (Nike, 1987)

A strong slogan is a snapshot of what the best ads embody.

Their idea is short, captures attention, and leaves a lasting impression on consumers long after the message fades.

Drafting Short Soundbites with Big Ideas

Writing convincing copy is both a skill and an art form.

Advertisements should be unique, timely, persuasive, memorable, and concise. Easy, right? If only it were that simple.

Whole books are devoted to helping you write 30-second promos, but if you’re looking for the very basics, here are four tips to get you started.

1. Know Your Audience

You can only hit a bulls-eye if you have a tangible target in mind.

To shape the perfect message, you’ll need to review exactly who your target prospect is and the advertising medium where your ad will appear. Alert writers won’t pen a word before nailing down these details.

2. Highlight Your Unique Selling Proposition

Today’s buyers are overwhelmed with options, so they must quickly understand what makes you different from your competitors, or they’ll disengage altogether.

When you want to stand tall in your industry, a unique selling proposition (USP) sets you apart. USPs clarify the reason customers should buy from you and you alone.

What makes your product or company different? Brainstorm ways you can say this in one punchy phrase.

For example:

  • Saddleback Leather: They’ll fight over it when you are gone (because our products will outlive you!)
  • Geico: 15 minutes could save you 15 percent more on your car insurance

3. Use Offers that Sell

Add a natural conclusion – like an exceptional deal, a date-sensitive timeline, or a risk-free option – combined with a clear next step that prompts people to act.

For example:

  • No charge for the first two months. Email ___ for your subscription.
  • Free returns, no questions asked. Take your ___ home today!
  • Only ___ tickets remain! Reserve your spot HERE.

4. Unleash Your Inner Poet with Active, Emotional Language

Only have a minute or less?

Maximize your mic time with bold headlines, flavorful adjectives, and poetic flair. Need inspiration? Here are 120 clear examples of words and phrases for marketing with emotion.

Brief and Brilliant

Ready to rock it? In closing, remember this advice, often credited to President Woodrow Wilson: “Be brief, be brilliant, and be gone.”

Contact us today to help get your great advertising messages out in print!

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