Getting Audience Attention in Advertising
When advertising, it’s important to note that there’s a lot of noise in the marketplaces today. To reach your intended audience, you need to catch attention and sustain it.
Imagine that there’s a beautiful girl and a lot of people are trying to woo her and get her attention.
There are Benz owners, Ferrari, handsome men, etc.
What do you have to say that’ll make her pause from getting all the attention to look in your direction. (Oshey, rhymer aye, owo meji feyan kan. Perspire to acquire loading)
What’s that uniqueness that’ll get her attention? Why should she decide to choose you in a sea of men and women (😉) trying to have her?
Advertising is like that. There are a lot of brands in that industry that are competing for your target audience’s attention and money with ads, discounts, promos, giveaways, etc. What do you need to say, what value do you need to communicate to them to get them to choose you?
Again, imagine that you were in a noisy room and everybody is talking all at once, trying to get one person to hear all of them. What do you need to say and how do you need to say it to cut through all of that noise to get the attention of that person? In fact, when do you need to say it?
If you join the others in screaming to get the person to notice you, you’re going to probably end up being ignored or have someone else who’s saying the same thing chosen over you.
What distinct way can you grab that attention that’ll stand you out?
What’s the probability that people who watch your ads or read it will remember what it’s about in 1 day or two days?
Facebook will call it Ad Recall. In PR, we sometimes say it’s selective retention. While people may have decided to selectively expose themselves to your advert, is it convincing enough to stick? Does it have anything worth remembering?
While people may watch your ads because you reeled them in with something or maybe even because they are interested in that industry, will your ads connect enough to keep them? Will they remember what it’s about one, two, three days from when they watched it?
Asides getting sales, ask yourself if your ad:
👉 is memorable enough for them to remember
👉 reinforces the image of your brand in their heads
👉 is relatable. Can your target audience identify with it or find any sense in it?