As a business coach so often I see too many business owners falling prey to spending massive amounts of their hard earned money on advertising without ever truly understanding two critical points, acquisition cost and lifetime value.
Both of these are critical to the advertising process to ensure value is achieved and the investment worthwhile. The other important part is ensuring the ad is worthwhile in itself, and not just words on a piece of paper.
I can go into a whole lot of details to critique an advertisement, especially using my unique Critique Formula. However, as a business coach I often have to be able to give an immediate 30-second yes/no, good/bad critique of an ad.
Here is a very simple way for you to rate an ad out of eight. I have used the “4 Biggest Mistakes Advertisers Make” and the “A.I.D.A” methods.
Here are the eight points ever ad must abide by:
“4 Biggest Mistakes”
1. Using your company name as the headline.
2. Not using the word “You” or some connotation of it in the headline.
3. Not opening a loop (Means the headline must force the reader to read the rest of the ad. E.g., “5 Reasons YOU Need an Business Coach…” – Requires the reader to read the ad to find the answer. It opens a loop.)
4. Not having a clear call to Action. What exactly do you want them to do?
” The A.I.D.A Principle”
1. Attention: Does the ad (namely headline) grab your attention?
2. Interest: Does the ad generate the readers interest?
3. Desire: Does the ad build desire?
4. Action: Does the ad prompt the reader to take action?
For every point, you can answer yes to give the ad one point. This gives you a quick rating out of eight as to whether the ad follows the basic rules of writing a winning ad. If it doesn’t rate a point, then go back to the drawing board. Start using this Ad Critique questionnaire to check your ads in more detail.
Ps…test your ad before you run it on friends and associates. Be prepared for the hard comments..they’re usually also the best ones to save you money .