What Makes Advertising Effective?

What Makes Advertising Effective?

People are inundated with advertisements all day long. They hear ads on the radio, they see ads on TV, in print media, while streaming, and online. Companies need to filter out the noise in a world where advertisements are everywhere to understand what makes advertising effective. After all, companies use advertising to stand out from the crowd. 

Your Product or Service Must Stand Out From Your Competitors

Before jumping into an ad campaign, you must be confident that you're starting with a rock-solid product or service - one that is better than the competition, something no one else can offer. Each company, business, or entrepreneur must have a "Unique Selling Proposition," commonly referred to as a USP.

So What is a USP?

A USP tells the reader, listener, viewer, or niche audience to buy a product for a specific benefit. The product or service should be something they cannot get from anyone else, which means uniqueness. Finally, the proposition in the advertisement should ‘move the masses’. This means it should motivate previous customers to buy your product while attracting new customers. 

Here are some USPs that have been effective throughout the years:

Of course, your USP doesn't have to be a slogan, and your slogan doesn't have to be a USP. Maybe it's a specific product or offering that is unique to you. If you have trouble finding your USP, consider niching down to a particular audience you can specialize in.

The Audience

Imagine you are at a party, and your goal is to find someone you can connect to on some level. How would you go about doing this? For starters, you might look for someone with similar interests; maybe a sports jersey grabs your attention. If you don't see any dead giveaways, you'd need to start a conversation and ask about a person to try to make any real connection. Sure, you could talk about the weather or the color of the paint on the walls, but that's not bound to get you far. You need to know a little about someone to connect with them.

An advertiser is more like a DJ at a party. They can engage and make a connection with everyone at the party at once. But the same risks apply; without understanding their audience before they begin, they run the risk of alienating everyone at once.  

If you are an advertiser with a unique product, skill set, experience, or service, you need to make sure you reach a unique audience. Even national burger chains market to regional audiences in different ways, when they know what makes advertising effective.  

How do you know that your ads are reaching your audience? Well, that's a bit more complicated. At some point, you will need to place your ads, and that's where targeting comes in. Facebook and Google have a lot of advanced features for helping target your audience and can get good results from a small spend if you are willing to learn the ropes and keep up with the curveballs they'll inevitably throw your way. Whether you are a small advertiser looking to master Facebook and Google Ads, or you have a large budget and are looking for something more advanced, like programmatic display or over-the-top streaming ads, we can help you out. 

The Headline

Now that you have a USP and know your audience let's figure out how to combine the two into a headline. The headline is one of the essential parts of any advertising. Think about your time on social media or while going through a news feed. There are tons of stories and posts that are clamoring for your attention. How do you choose which one to read? The headline, of course!

The headline should grab their attention, but it also has to deliver. If the headline is clickbait, you will have many potential customers exiting the advertisement in frustration, which could ultimately cost you. 

The Benefits

Every potential customer wants you to answer one question: what's in it for them? This should be the core idea you build your advertisements around. What are the features of your product or service, and how do these features benefit the client?

For instance; if you are a bakery trying to get new clients with a new muffin you just released, it is not enough to say, "come on in and try our new banana pumpkin muffin." You need more. Why do I, the customer, need a banana pumpkin muffin? Does it taste good? Is it healthy? Low on calories? Is it cheap? Is there a discount? This time you need to be more than better than the muffins down the street - you need to justify your existence. 

Great Graphics / Copy

The copy must be excellent - whether your ad is in print, video, or voice. The graphics must be clear, crisp, and attractive whether your ad will appear in print, on screens, or video. Photos should both show the product and what the product has to offer. What will eating your new banana pumpkin muffin do for me? – show me a picture. Will I be happy? Refreshed? Has this helped me have a more productive morning?

The Call to Action

The Call to Action, or CTA, is one of the most critical parts of the ad. Sure, a muffin is nice. It looks attractive, the baker seems happy, and the shop is well maintained. If you have established why they need this muffin, now you need to show them how to get it right now. Tell the customer what to do:

What Should You Do Now?

Now that you know what makes advertising effective and how vital good advertisements are to a business, you should learn more about our advertising agency in Pittsburgh! Visit us to learn more about what we can do for you and your business.

How to Write an Elevator Pitch for a Marketing Agency

Stop me if you've heard this one - a marketing startup launches with a well-defined business plan. Three years later, through a worldwide pandemic that changed how almost every potential client does business, their own business plan and marketing materials still represent the company, its goals, and services perfectly.

Okay, so since you made it through the first paragraph, I assume you haven't heard of that either. Twothirty Media has seen a lot of turbulence in three years since its founding in 2019. One of our core values focuses on adaptability; undoubtedly, that's helped us through a difficult time for small businesses worldwide. 

Since businesses in America shut down, Twothirty Media has been busy helping our clients adapt to the changing marketing landscape. In much the same way, we had to change too. What better way to announce the evolution of our suite of services than to talk about our new elevator pitch as our first blog entry?

Writing an Elevator Pitch for a Marketing Agency

An elevator pitch, or speech, is a branding tool that never leaves our side. If you aren't familiar with the term, it's a brief, memorized description of exactly what services your company offers, to who, and what makes you stand out. As the name implies, you should be able to rattle it off before someone gets off the elevator, but it's a very appropriate length considering today's abbreviated world. 

Our agencies elevator pitch goes like this:

We solve marketing problems for companies, causes, organizations, and attractions by combining full-service marketing, creative, and business solutions. We stand out by offering training and top-tier tools that empower our clients to do more themselves.

Briefly Define Your Core Mission

So let's break that down! "We solve marketing problems" is a phrase we find ourselves using to describe what we do. We struggled with a bit of an identity crisis for a time - were we a creative agency? A marketing agency? A hybrid? Over the course corrections of the last three years, it became clear what our clients were asking us to be - a multimedia company that solves marketing problems - a marketing multimedia agency. After all, even as creative professionals, we have to admit that beautiful graphics and multimedia are there to hook you on good marketing, which converts the client. We may be a multimedia company, but marketing is our backbone.  

Elaborate on Your Audience

Next, we explicitly speak about our audience. We are approached by companies in many different industries and of all sizes. Still, due to our connections and experience in the nonprofit and attractions and tourism industries, it makes sense that we highlight that niche specifically as well. 

Briefly Define your Services and Solutions

Then, we get to "combining full-service marketing, creative, and business solutions." It's hard to fit everything we do under one hat without making a list, and we can't get too long here. As you can see from the new website, we do a lot of brand work, and obviously multimedia. But what I really want is to leave a few seeds that potential clients inquire about. The words 'creative solutions' can cover many topics, but should be enough to perk the ears of anyone who needs anything from print graphics to animations. Then we make sure that we mention our business solutions because, frankly, it's a unique offering among agencies. And of course - marketing.

Communicate Your Value Differentiator

If you are writing an elevator pitch for a marketing agency, you need to explain what makes you stand out. We love making you look good, so that's tempting, but any group can say that. Instead, we come out and tell you that we stand out because our training and tools empower our clients. What does that mean? Well, that's the question we want to hear!  

The answer is that it depends on what our clients need, but our tech stack is very thick and has some very advanced tools. Some want their lives simplified, and we prescribe marketing and sales automation tools. Some clients have staff onsite, but they don't have the resources. We help build a marketing plan and then furnish the resources to execute it. Then we train staff, step back, and let you take things on in-house. Of course, we'll be available for any surprises that may come up. 

"But How Can You Help Me?"

Finally, no pitch is complete without specific phrasing appropriate for your audience. If you can memorize your pitch, that's great! From a sales perspective, what is better is if you can adapt it on the fly for your audience. So, if we were speaking with a nonprofit organization, I might name-drop a few of the nonprofits who love to work with us. If it's an attraction - I'd mention a recent campaign or project we recently ran as an example of the kind of success our customers have.

Your elevator pitch doesn't have to be structured the same way. There are plenty of resources that provide examples of different ways you could write an elevator pitch for a marketing agency. And if you don't own a competing agency - you're in luck! Just use our contact form to get in touch, and we'd be happy to help you develop your brand with a fresh elevator pitch.