People don’t have time to read long winded content, so their “reward” for taking the time to read an advertisement should be highly noticeable
Let’s start with the numbers: a person will read four adverts in a magazine; to read an entire magazine, it takes at least fourteen hours; according to a survey carried out for the National Association of American Advertisers, over 66% of businessmen and professionals spend at least fifteen minutes or less reading daily newspapers.
Simply put, adverts have to compete with a huge quantity of content and a scarcity of time, so as Arthur Brisbane puts it, they have to be “easier to read than to skip”. To make this happen, companies have to offer a “reward-for-reading” that is so tempting that people will want to read them. A good ad has five characteristics:
- it attracts attention;
- it offers an advantage;
- it explains the reasons for the advantage;
- it persuades you to take the advantage;
- it asks you to carry out an action.