Five Key
Components to a New Home Advertisement
Belinda Smith, Graphic Designer
Belinda is a designer at Power Marketing, you can reach
her at: bsmith@power-marketing.com
Advertising
is a method of communication with the purpose of delivering a valuable
message to a targeted audience.
There are five important components that should be considered when creating a new home advertisement.
The first and most important is the headline. The purpose of the headline is to get your reader’s attention. A good headline compels the reader to want to find out more. To create interest, use the headline to promise answers to a question or solutions to a problem. A key benefit should be included. If the reader has to guess what the ad is about, they will not continue to read further. Try to keep the headline short if it is not informative. Shorter headlines are easier to read, but must have impact. If you need more words to accomplish the purpose, consider using a subhead that reinforces the headline because they get high readership.
The visual is the second most important element. The graphics must support the main idea. You should use photos or graphics that show your product, show the results of using your product, or grab attention through graphic appeal, size, or dramatic content. Advertisements come in all shapes and sizes, but they all have the same goal. They want to sell their product, service or brand. The most effective ad layouts use a strong headline that is reinforced by a strong visual.
The next component is body copy. The body copy is the main text of the ad and must be informative. You only have seconds to draw in your reader; get right to the point in the opening sentence. Use words that attract your audience. Your copy should be useful and use clear and simple language that your reader is familiar with. Avoid fancy and elaborate language. I prefer first person, contractions, and shorter, more relaxed sentences, but third person works well too. You want to make your ad copy as personal as possible.
Then the advertiser’s name and contact information should be obvious. You often see contact information anywhere in the ad, but the best location is in the lower right corner. You may use one or more of the following:
• Builder’s Logo
• Phone Number
• Website URL
• Driving Directions or Map
The fifth and final component is a call-to-action. The call-to-action creates urgency and calls upon your reader to respond. Specify a time limit. Tell the reader that they must act within a certain timeframe or lose out on the discount or bonus, face higher prices, or even miss out on an offer. It should instill the thought that as times goes by, they will lose the opportunity.
When creating your next new home advertisement, you will want to choose a powerful visual reinforced with a strong headline that will get your reader’s attention. Write informative body copy that uses simple language that is personal. Be sure to include your contact information, such as website address, phone number and address. End your advertisement with a call-to-action. This will create urgency and get action. Then prepare to sell homes as the traffic rolls in.