How to engage an audience

Most consumers are wary about advertising - they come into contact with it every day, regard it as intrusive and are sceptical of marketing messages.

Attracting attention - how to write a good headline

Advertisers get a very brief opportunity to catch the consumer's attention. Use language which the viewer / listener will relate to and give them something that switches their brain from 'ignore' to 'ok I'm listening'. You can use techniques such as those listed below to gain a few extra valuable seconds of your audience's time.

The main thing that is found to be the most effective for advertising is the following:

Intrigue

Reaction: 'So what's this all about then?'

•Five great reasons to give up smoking

•The secret to making people like you

•How a new discovery made a plain girl beautiful

•Do you make these mistakes?

•Are you ready to become a millionaire in 12 months?

Emotion

Reaction: Stirring feelings or memories

•The child who won the hearts of all

•Often a bridesmaid, never a bride

•Are your loved ones worth £10 to you?

•When was the last time a hot girl checked you out?

•How to take command at any meeting

•Have you lost touch with old friends?

Association
Reaction: 'I can relate to that'

•Are you ever tongue tied at a party?

•Do you feel overweight?

•How many times are you caught out without a pen

•Fed up of rising fuel costs?

Identify a problem

Reaction: 'I wish there was a solution to that'

•Do you have dandruff?

•Tired of doing the dishes?

•Is your shower clogged with lime scale?

•Having trouble sleeping?