Want to trade-in dull and boring trade ads for better, more successful trade ads?
It’s safe to say that trade ads are never easily confused with brand advertising. Brand advertising is definitely the more glamorous of the two forms of adverts. However, regardless of how they appear, a lot of money is spent on trade advertising. Trade ads are easily flicked through and don’t tend to grab the viewer’s attention. This is down to the fact that trade ads are purely made to sell, not increase brand awareness as the usual advertising you may be used to.
The general makeup of a trading ad is to provide as much information about the product or service as possible. This results in trade ads becoming quite copy-heavy, full of lists of features, benefits and reasons to purchase, all crammed into one ad.
Whilst most trading ads are a tough read and overflowing with information, surprisingly, it doesn’t have to be this way. If you keep these next three steps in mind, your trade ads will increase readership and return on their cost.
#1 Make your mark
As we all know, advertising is most successful when you’re showcasing your brand identity. Branding attracts the attention of your audience and creates a memorable impression that ensures customers keep coming back for more. Just like brand advertising, it’s important to make your mark in your trade ads. Incorporating your logo, colour scheme and tagline is a great way to utilise trade ads and sell your products whilst also reinforcing your brand identity at the same time.
Readers will always be drawn more to unique brand identities over lacklustre trading ads. Thus, incorporating your brand identity is a sure-fire way to allow your trade ad to stand out amongst a sea of monotonous ads.
#2 Speak to your reader
Most trade ads fall into the same pattern of talking about their company rather than the people that are going to read their ad, the customer. Focusing more on the customer’s needs than your company credentials is vital if you’re wanting to create showstopping trade advertisements. Always keep in mind whilst writing your copy, that the customer is more likely to lose interest if they read your ad and see there’s nothing in it for them.
#3 Be quick
Any advertisement that is designed to be quick is bound to be most effective. Creating a trade ad to be read quickly may seem alien but it’s the best way to connect with your reader and ensure your ad is being read. We all live such fast-paced lives and it’s clear that there aren’t many people who would sit and take the time to read through multiple copy-heavy ads. If you ensure your reader gets it quickly, you’re on the right track to a successful ad.
An easy way to create a quick ad is to focus on the layout. A simple layout allows the reader to effortlessly pluck it out of a sea of ads and easily digest the information within it. Large copy ultimately discourages readership hence why it is important to break your ad into easily digestible segments.
Time to trade-in better ads
From these three simple steps, it should be clear that trade advertising can work with good creative. If you manage to apply both of these successfully, you should see the money you invested into advertising subsequently return bigger profits.
If you enjoyed this blog, try reading our blog on How to Achieve Sustained Success or check out our full blog catalogue here.
