What does effective advertising look like? Tips for successful advertising
E-commerce
31 July 2025
What does an advertisement look like that attracts the attention of internet users, communicates the product well and presents the brand with its services in a professional manner? To design effective content, it is helpful to know the most important techniques used in marketing. What do you need to know before you start promoting yourself on search engines, through your own website, on Facebook or through another medium? We give you tips on how to advertise online and beyond!
Effective advertising - what does it look like?
When asked what it looks like advertisement of high effectiveness, there is no single good answer. This is all because many factors influence the success of promotional content. Issues such as:
- the place where advertising is distributed;
- graphic design of banners, sponsored posts and other forms of marketing messages;
- language and the linguistic treatments used in the textual layer.
Especially the latter are of great importance, as they are mainly responsible for the persuasive side of advertising. Appropriate communication is the key to effective promotion. And what does 'appropriate' mean? We already explain!
Characteristics of advertising language - how do you write advertising?
Wondering how to make your own advertising? If you want to create an effective promotional text, then you first need to know the key rules for writing such content. Contrary to appearances, the language of advertising is not complicated - its key principles are simplicity and conciseness.
The short and clear form of the message seems to be very important, as the content itself has only a few seconds to attract and hold the attention of the recipient. The dynamics of the world around us means that people receive a great deal of stimuli that they are unable to process. It is estimated that our mind encodes only 2% of all messages that reach our eyes or ears.
However, in order to be remembered, it is not enough to speak simply and meaningfully. You still have to stand out somehow. One of the ways to do this is to use benefit language. This is a way of communicating that focuses on the benefits the customer gains from the product.
Writing about the features or parameters of an item pays off by replacing it with an explanation of what these attributes actually do. How does an advertisement that uses such language work? Simple - it makes it easier for the customer to visualise the potential gains.
What does the AIDA model look like in advertising?
The AIDA model is one of the most popular marketing techniques that is commonly used in various types of advertising and campaigns. Its main objective is to arouse interest in customers and then convert it into engagement, desire and the need to use the thing being promoted.
This is achieved by means of communication activities, which can be divided into four phases. After passing each phase, the consumer should be convinced and even encouraged to buy the offer presented.
How do you write a product, service or brand advert using the AIDA model? To begin with, it is best to break down each of its stages. To do this, it is good to remember that the word AIDA is an acronym for the following words:
- attention;
- interest;
- desire;
- action.
The phase that hides under the term attention is all about attracting attention. This is a key phase, as it determines whether a potential customer will find the content worth spending a moment on.
Nowadays, we live in a world that torpedoes us with a multitude of stimuli, so effectively gaining the consumer's attention is not at all as easy as it might seem. How do you do product advertising well enough to hold the viewer's gaze and concentration?
In your promotional content, it is particularly important to relate to the real problems or needs of the potential customer. When they see that you are addressing a topic close to them, they are more likely to focus on your message. In addition, it is a good idea to use the aforementioned benefit and emotive language in your advertising messages to engage the recipient.
Once a potential customer has fallen into the snare of your advertisement, it is time for the next phase of the AIDA model, that of arousing interest. This phase is responsible for maintaining the consumer's attention. It is therefore a good idea to use storytelling techniques that create a bit of a storyline.
Stories are far more engaging than dry facts, so you increase the chance of engaging the customer. In addition, well-constructed stories remain in the memory for longer than information conveyed in the usual way. Thus, you can build brand awareness and recognition.
In the next stage of the AIDA model, interest needs to be turned into desire. What should an advertisement contain that will arouse such feelings? Certainly, it needs to illustrate well what profits the product or service can provide. It is also worth showing what makes the offer stand out from the competition. In this way, you will convince the customer of the uniqueness of your items and build a real need for them.
The final step in the AIDA model is the action phase, which consists of directly encouraging a desired action by the company. In this phase, the recipient should already be as convinced as possible to order a service, buy products or sign up for a newsletter. The call to action is only the final incentive to actually take up the offer.
How do you prepare to write an advert?
Are you lacking ideas on how to write a good advert for your brand? We have some tips to help you prepare this type of content!
To begin with, it is worth carefully analysing your offering in terms of the values it offers. The benefits of the product itself may include things like low price or high quality. But what really matters most is what experience or real benefits the brand is able to provide to customers who trust it.
When preparing to write an advert, you also need to think about the unique selling proposition (USP) of the company and its offering. This is about the unique selling point that sets a brand's products apart from the competition. It is this that can determine the creation of desire towards your product.
Before you decide how to write your advertising text, you still need to do an analysis of your target audience. Matching the language to your audience is of paramount importance, as it influences the consumer's interest and involvement in learning about your offer.
What does InPost advertising look like? A recipe for effective promotion!
Advertising takes many forms and can be distributed in many different media. At one time, the most popular type of promotion was television or radio advertising. Today, however, online content is more popular.
Typical examples of online promotion include advertisements or sponsored posts on popular social media platforms such as Facebook or Instagram. A classic solution for an online presence is also to use the Google Ads system and promote yourself on the search engine.
However, if you want to try out more original ways of reaching potential customers, then check out InPost's advertising offer. We can offer you to display promotional banners on the inpost.pl website, in the Parcel Manager or on the screens of our parcel collection and delivery machines.
Remember also that digital advertising is just one way of promoting yourself. Do you want to outdo the competition and show off in an unorthodox way? Great, because we also have outdoor solutions to offer in the form of Paczkomat machine wrapping, as well as advertising through InPost Mobile and newsletters!
Ads distributed through such a medium have the potential to reach a large audience, as 92% of internet users use Parcel Machine deliveries. This means that they will see your advert when receiving a parcel. You will find the details of the advertising offer and the price list at inpost.pl/advertising.
Advertising your company with InPost? Always a good idea!
Take a minute to leave your contact details and we’ll prepare a tailored offer for you.
There are plenty of possibilities:
- Branding on Parcel Locker machines
- Ads displayed on Parcel Locker screens
- Sampling of promotional products
- Banner ads on the InPost website
- Advertising in the InPost newsletter
- Push notifications in the InPost Mobile app
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