Communication is a very important component of any organization. Every company searches for employees who have good communication skills. Communication plays a vital role in every field and every organization.

Person with good communication skills can be hire in any organization. In today’s world soft skills has become very important in every company. Soft skills play very important role in day-to-day operations. Soft skills are very important in every company and industry. Soft skills develop the interpersonal relations with the customers and clients.

If you want to be successful in the advertising industry than you should have the good interpersonal skills with soft skills. Companies have soft skills trainer for improving the soft skills of their employees. Employment experts say that you can get the interview call through the technical skills, but soft skills is what will actually get you the job and help you keep it.

Soft skill is a very broad term, but it includes the following concepts:-

• Communication = Communication skills are a very important part of soft skills. The ability to communicate through spoken and written language is a need in every industry. Communication skill can be learned and improved through trainings. For example public speaking can be developed in trainings and it is a great confidence builder.
• Team Work = The ability to work within a team is another soft skill and in today’s world everybody should have the ability to work in a team. Organization consists of different departments and you should have good interpersonal skills to interact with your employees and with other departments. Companies are conducting team-building exercises for improving teamwork.
• Decision Making and Problem Solving = Quick decision making is one of the soft skills that every employee should have, especially the top management. Employees with problem solving abilities always get promotions to higher management.
• Adaptability = To succeed in an organization, people should have passion to learn new things and work according to company requirements. People should learn new skills to adapt with the changing environment of the organization.

The hard skills you will need in advertising

Hard skills are defined as the technical skills required for advertising. Hard skills simply mean the process and procedural knowledge of advertising. Hard skills are very important for every organization and for every field.

If you have knowledge about advertising and promotion than only you are able to promote the goods and services for the companies. If the person does not have the knowledge of planning or organizing then how can the person conduct the marketing for the organization? In any career path, you should have the knowledge of a particular field.

For example, if you want to become the doctor then you should have the knowledge to diagnose the illness or treat of any ailment. Hard skills and soft skills shouldn’t compete with each other, they should complement each other. Hard skills and soft skills need to be learned and developed to be successful in life.

The hard skills required for advertising are as follows:-

1. Sales Skills = You should have the knowledge about marketing and sales. You should have the capability to do the sales for the company and for that, you should have the knowledge about the product or service. You should have deep knowledge about the product, so that only you are able to explain the product or service to the end user.
2. Analytical Skills = You should have the capability to do analysis of the product and service of the organization. If you have the ability to do analysis, than you can easily come to know how to increase sales and how to promote the product and service to a large audience.
3. Time Management = A person should have knowledge about time management in order to be successful in advertising. Time management means scheduling the activities and completion of activities within the timeline.
4. Product knowledge = Product knowledge is very important for any advertising. Experts should have the deep knowledge about the products and services and should be able to explain them to a larger audience. In a democratic country, everybody has the right to question, so you should have the capability to explain the products and services.
5. Creativity = You should have the skills of creativity to think outside the box for attracting the customers. This is the unique part of advertising and every advertisement should be more compelling and different from the others. It should be more customers focused.

Principles in writing a marketing ad

Writing a marketing Ad is difficult but not impossible. If you want to write an effective and persuasive Ad then you should follow some principles in writing good Ads.

Principles

1. Honesty is the best policy = While writing the Ad we should not hide any important thing from the customers. We should be open and give correct information to customers and it will definitely attract the customers. If the company is honest, people are more likely to stick with your products and services.
2. AIDA Formula = If you want your ad read by the mass audience, than you should make the ad more attractive and effective. Every company uses AIDA (Attention, Interest, Desire, Action) formula for attracting the customers. If you are not able to explain the product and service in an effective way or in interesting way than it will not be successful advertising. Therefore, we should add something attractive or offer something new, which attracts the customers and piques their interest and desire for the product and service.
3. Attractive Headline = The headline of the Ad should be big, easy to read and understand. It should tell you about the product and its advantages. The headline of the ad should tell you everything about the product and its benefits.
4. Grasping your reader with pictures = While writing marketing Ads, you should add pictures related to products and services. Pictures convey products and services well. Customers are attracted by pictures instead of text. When we include pictures we should take proper care while adding pictures. Pictures should reflect products and services.
5. Remove the risk = Marketing ads should add the satisfaction guarantee and we should include the word warranty as well as the contact information in case the customers have any concerns or problems. Customers should think that buying the product will be a hassle free experience.
6. Ads should have a compelling offer = Advertisements should be effective and attractive to convince a large audience. Advertisements should be compelling because they will attract more customers and will be more compelling than the competitor’s offer.
7. Create a sense of urgency = Advertisements should have a sense of urgency. They should show the benefits and needs of customers. Then customers will buy the products on an urgent basis. Customers always prefer to satisfy their needs, so companies should make advertisements that show a sense of urgency in regards to the product.

Excerpted from the book The Quintessential Guide to Marketing Ads.

This excerpt has been edited and condensed for clarity.

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