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What Makes A Winning Online Ad?


Most people who have been involved with sales & marketing for any length of time have heard the axiom, "Sell them what they want. Then sell them what they need". But what does it mean? It sounds a little odd doesn't it?

Does it mean that people are frivolous & go around making irrational purchases that don't meet their needs, before more serious ones that sustain them? Should you try to sell trivial goods first, & then follow up with those that are more substantial? Should you put games & entertainment on your home page, and flour & salt in your follow up messages?

No, that's not it.

What it is trying to say is that people buy for emotional reasons. Does anybody buy a Mercedes Benz just because they NEED to get from point A to point B? Do they buy it because they NEED all of the amazing gizmos, the heated leather seats & hand polished wood trim?

No, a person buys an expensive car that they don't need because it makes them feel important. You may be shocked when I say this, but I'm going to say it anyway. Luxury purchases are motivated by vanity, envy, pride, jealousy, & narcissism, even greed. And, there is nothing sinister, or wrong with it. That's just the way we are as human beings. It's what makes us tick. In fact, these emotions are behind all kinds of everyday purchases too.

Understanding how they motivate buying behavior is critical to selling.

Look at this ad for the Wall Street Journal. It's said to be one of the most successful advertisements in the history of the world, responsible for over $1 billion in sales.

Look carefully, & see how skillfully it evokes one or more of these powerful emotions. Try to get a sense of how you feel when you read it. ------------------------------------------------------

THE WALL STREET JOURNAL "TWO YOUNG MEN" LETTER

On a beautiful late spring afternoon, twenty-five years ago, two young men graduated from the same college. They were very much alike, these two young men. Both had been better than average students, both were personable, and both - as young college graduates are - were filled with ambitious dreams for the future.

Recently, these men returned to their college for their 25th reunion. They were still very much alike. Both were happily married. Both had three children. And both, it turned out, had gone to work for the same Midwestern manufacturing company after graduation, and were still there.

But there was a difference. One of the men was manager of a small department of that company. The other was its president.

Have you ever wondered, as I have, what makes this kind of difference in people's lives? It isn't always a native intelligence or talent or dedication. It isn't that one person wants success and the other doesn't. The difference lies in what each person knows and how he or she makes use of that knowledge.

And that is why I am writing to you and to people like you about The Wall Street Journal. For that is the whole purpose of The Journal: To give its readers knowledge - knowledge that they can use in business.

The letter closes:

About those two college classmates I mention at the beginning of this letter: They were graduated from college together and together got started in the business world. So what made their lives in business different?

Knowledge. Useful knowledge. And its application.

I cannot promise you that success will be instantly yours if you start reading The Wall Street Journal. But I can guarantee that you will find The Journal always interesting, always reliable, and always useful. -------------------------------------------------------

This is a newspaper! It doesn't get much more mundane than that, but the same principle applies, do you see the power in it?

What we are talking about here are emotions that are inextricably tied to the universal desire for esteem that's hard wired into our nature as human beings. If you've got a pulse, you're under its spell. But here's the kicker. Most of the time, we are not even aware of the stimulus, only the response.

When you were reading the story about the graduates and the reunion, chances are, you were playing out your own meta program inside your head, and experiencing one of the esteem emotions. And it triggered your own personal desire to show the world what you could do, didn't it?

Esteem (to feel valued) is NOT a WANT at all. It is a basic human NEED almost as fundamental as food & water. Your prospect's hunger & thirst for it. Their emotions are the expressions of that craving.

If you can trigger them, & then associate satisfaction of the "esteem needs" with your product, you've got a winning ad!

Copyright 2005 Daniel Levis

Daniel Levis is a top marketing consultant & direct response copywriter based in Toronto Canada. Recently, Daniel & world-renowned publicist & copywriter Joe Vitale teamed up to co author "Million Dollar Online Advertising Strategies - From The Greatest Letter Writer Of The 20th Century!", a tribute to the late, great Robert Collier. Let the legendary Robert Collier show you how to write words that sell...Visit the below site & get 3 FREE Chapters! http://www.Advertising-Online-Strategies.com/ad-strategies.html


Todays News by officejax free advertising and ad exchange solutionsMORE RESOURCES updated Fri. January / 17 / 2020

Programmatic Advertising Is Driving Rapid Growth in Mobile Video - eMarketer
Programmatic Advertising Is Driving Rapid Growth in Mobile Video  eMarketer

3 Technology-Driven Transformations That Will Reshape Digital Advertising in 2020 - MarTech Advisor
3 Technology-Driven Transformations That Will Reshape Digital Advertising in 2020  MarTech Advisor

Why Advertising Icon PJ Pereira Wrote a Novel About Kung Fu and AI - Adweek
Why Advertising Icon PJ Pereira Wrote a Novel About Kung Fu and AI  Adweek

Sign spinning isn’t just about advertising, it’s a sport too - WECT
Sign spinning isn’t just about advertising, it’s a sport too  WECT

Comscore Television Viewing Data Helps Predict Advertising Audience Decline - Inside NoVA
Comscore Television Viewing Data Helps Predict Advertising Audience Decline  Inside NoVA

Exhibit features historic Venice advertising from the 1920s - Sarasota Herald-Tribune
Exhibit features historic Venice advertising from the 1920s  Sarasota Herald-Tribune

Ladders 2020 Resume Guide: Resumes are advertising, and advertising sells - Ladders
Ladders 2020 Resume Guide: Resumes are advertising, and advertising sells  Ladders

Majority of Advertisers Used Advanced TV Solutions in 2019, New Survey Finds - Yahoo Finance
Majority of Advertisers Used Advanced TV Solutions in 2019, New Survey Finds  Yahoo Finance

How Doubling Down on Addressable Technology Can Transform An Advertising Buy - Broadcasting & Cable
How Doubling Down on Addressable Technology Can Transform An Advertising Buy  Broadcasting & Cable

YouGov Brand: Chipotle Winning The Advertising War - Benzinga
YouGov Brand: Chipotle Winning The Advertising War  Benzinga

AdTech Roundup: Top Coolest Things in Advertising Technology - MarTech Series
AdTech Roundup: Top Coolest Things in Advertising Technology  MarTech Series

11 key Walmart executives who are leading its advertising business - Business Insider Nordic
11 key Walmart executives who are leading its advertising business  Business Insider Nordic

Winterberry Group Research Finds US Advertising and Marketing Spend to Grow to Nearly $390 Billion in 2020, up More Than Seven Percent Over 2019 - MarTech Series
Winterberry Group Research Finds US Advertising and Marketing Spend to Grow to Nearly $390 Billion in 2020, up More Than Seven Percent Over 2019  MarTech Series

Lazy Advertising Thinking Is A Deadly Sin - Forbes
Lazy Advertising Thinking Is A Deadly Sin  Forbes

Tenn. lawmaker files bill allowing college athletes to be compensated for advertising - WMC
Tenn. lawmaker files bill allowing college athletes to be compensated for advertising  WMC

WiCipedia: CES Recap, Salary Reveals & Outdated Advertising - Light Reading
WiCipedia: CES Recap, Salary Reveals & Outdated Advertising  Light Reading

Digital Advertising and Data Privacy Regulation Debate - The National Law Review
Digital Advertising and Data Privacy Regulation Debate  The National Law Review

Advertisers beg Google not to kill Chrome cookies without a plan B, warning it could hurt start-ups - CNBC
Advertisers beg Google not to kill Chrome cookies without a plan B, warning it could hurt start-ups  CNBC

Forbrukerrådet: New Study’s Conclusion – The Advertising Industry Are Law Breakers On A Massive Scale - Security Boulevard
Forbrukerrådet: New Study’s Conclusion – The Advertising Industry Are Law Breakers On A Massive Scale  Security Boulevard

Opportunity knocks: navigating a route to the golden age of addressable advertising - Videonet
Opportunity knocks: navigating a route to the golden age of addressable advertising  Videonet

Student-run advertising agency looks to expand - The Appalachian Online
Student-run advertising agency looks to expand  The Appalachian Online

U.S. Advertising and Marketing Spend to Grow to Nearly $390 Billion in 2020 - Adweek
U.S. Advertising and Marketing Spend to Grow to Nearly $390 Billion in 2020  Adweek

Should Massachusetts ban billboards advertising marijuana products? - The Boston Globe
Should Massachusetts ban billboards advertising marijuana products?  The Boston Globe

Spotify's New Podcast Advertising Tool Had 'Major' Results for One Early Advertiser - The Motley Fool
Spotify's New Podcast Advertising Tool Had 'Major' Results for One Early Advertiser  The Motley Fool

Whitepaper: A Field Guide to Banishing Bad Advertising - Fast Casual
Whitepaper: A Field Guide to Banishing Bad Advertising  Fast Casual

Windstream Pushes Misleading Advertising Claims Against Charter - Wall Street Journal
Windstream Pushes Misleading Advertising Claims Against Charter  Wall Street Journal

NBC’s Peacock Enlists Advertisers and Cable Companies in Marketing Push - Wall Street Journal
NBC’s Peacock Enlists Advertisers and Cable Companies in Marketing Push  Wall Street Journal

UCLA advertising schemes take advantage of unsuspecting students - Daily Bruin
UCLA advertising schemes take advantage of unsuspecting students  Daily Bruin

Amazon's Expanding Its Video-Advertising Business - The Motley Fool
Amazon's Expanding Its Video-Advertising Business  The Motley Fool

New Trend Developing? Another Digital Advertising Tax Proposal - JD Supra
New Trend Developing? Another Digital Advertising Tax Proposal  JD Supra

Verizon’s Super Bowl advertising will focus on, what else, 5G - Fortune
Verizon’s Super Bowl advertising will focus on, what else, 5G  Fortune

Human vs. Machine: In Advertising, We're Both Winning - MarTech Advisor
Human vs. Machine: In Advertising, We're Both Winning  MarTech Advisor

Is the Viral Non-Ad Ad the Future of Advertising? - The New York Times
Is the Viral Non-Ad Ad the Future of Advertising?  The New York Times

Michael Bloomberg’s TV ad strategy is kind of working, polls show - Vox.com
Michael Bloomberg’s TV ad strategy is kind of working, polls show  Vox.com

Microsoft Advertising to deprecate average position after all - Search Engine Land
Microsoft Advertising to deprecate average position after all  Search Engine Land

Hulu gets creative in effort to reinvent TV for streaming - AdAge.com
Hulu gets creative in effort to reinvent TV for streaming  AdAge.com

Expansion of the video advertising business of Amazon - Industry Global News 24
Expansion of the video advertising business of Amazon  Industry Global News 24

How AI Technology Will Change The Way We Treat Advertising In 2020 - Forbes
How AI Technology Will Change The Way We Treat Advertising In 2020  Forbes

Trends of Internet Advertising Market Reviewed for 2019 with Industry Outlook to 2024 - Technology Magazine
Trends of Internet Advertising Market Reviewed for 2019 with Industry Outlook to 2024  Technology Magazine

Nebraska Bill Would Put Sales Tax on Digital Advertising - Bloomberg Tax
Nebraska Bill Would Put Sales Tax on Digital Advertising  Bloomberg Tax

Study: Tinder, Grindr And Other Apps Share Sensitive Personal Data With Advertisers - NPR
Study: Tinder, Grindr And Other Apps Share Sensitive Personal Data With Advertisers  NPR

ADVERTISING: Advertorial — GEORGE BALLING: The wine event of the year - Coeur d'Alene Press
ADVERTISING: Advertorial — GEORGE BALLING: The wine event of the year  Coeur d'Alene Press

Advertising As We Know It Is Dead - Forbes
Advertising As We Know It Is Dead  Forbes

Report: Online advertising industry is behind illegal collection, indiscriminate use of personal data - YubaNet
Report: Online advertising industry is behind illegal collection, indiscriminate use of personal data  YubaNet

Chipotle Won the Advertising Battle Last Quarter - QSR magazine
Chipotle Won the Advertising Battle Last Quarter  QSR magazine

Company pitches real revenue from virtual advertising - My Citizens News
Company pitches real revenue from virtual advertising  My Citizens News

Your Digital Detox May Be Toxic for Advertising - The New York Times
Your Digital Detox May Be Toxic for Advertising  The New York Times

UPDATED: 22 Months After Advertising, Framingham City Council Yet To Hire An Auditor - framinghamsource.com
UPDATED: 22 Months After Advertising, Framingham City Council Yet To Hire An Auditor  framinghamsource.com

Essex Police warn the public of false advertising - Local 22/44 News
Essex Police warn the public of false advertising  Local 22/44 News

Reynolds named regional advertising director for Lee Enterprises Central Illinois - Bloomington Pantagraph
Reynolds named regional advertising director for Lee Enterprises Central Illinois  Bloomington Pantagraph

Trump knocks 'mini Mike Bloomberg' over health care, 'false advertising' | TheHill - The Hill
Trump knocks 'mini Mike Bloomberg' over health care, 'false advertising' | TheHill  The Hill

What advertising can learn from Dharavi - Campaign US
What advertising can learn from Dharavi  Campaign US

Greene County School Board Approved Advertising Budget - raccoonvalleyradio.com
Greene County School Board Approved Advertising Budget  raccoonvalleyradio.com

Beer Institute Says Modelo Commercials With Athletes Don't Violate Its Advertising Guidelines - Media, Telecoms, IT, Entertainment - United States - Mondaq News Alerts
Beer Institute Says Modelo Commercials With Athletes Don't Violate Its Advertising Guidelines - Media, Telecoms, IT, Entertainment - United States  Mondaq News Alerts

FMSI Offering Advertising in 2020 Gold Edition book - The BRAKE Report
FMSI Offering Advertising in 2020 Gold Edition book  The BRAKE Report

Can revenue-hungry retailers rise to meet digital advertising's opportunity? - Marketing Dive
Can revenue-hungry retailers rise to meet digital advertising's opportunity?  Marketing Dive

YouTube advertisers blindsided by climate change denial videos - The Verge
YouTube advertisers blindsided by climate change denial videos  The Verge

The streaming wars aim to kick off a new era in TV advertising - CNBC
The streaming wars aim to kick off a new era in TV advertising  CNBC

Facebook Revises Rules On Political Advertising - NPR
Facebook Revises Rules On Political Advertising  NPR

36 of Madison Avenue's rising advertising stars under 36 - Business Insider Nordic
36 of Madison Avenue's rising advertising stars under 36  Business Insider Nordic

CenturyLink Settles a Case for Deceptive Advertising - Cord Cutters News, LLC
CenturyLink Settles a Case for Deceptive Advertising  Cord Cutters News, LLC

New Subway boss John Chidsey seizes control of ad budget - New York Post
New Subway boss John Chidsey seizes control of ad budget  New York Post

Facebook backtracks on plans to monetise WhatsApp with advertising - MobileMarketing Magazine
Facebook backtracks on plans to monetise WhatsApp with advertising  MobileMarketing Magazine

5 Things Retail Advertisers Should Focus on in 2020 - Business 2 Community
5 Things Retail Advertisers Should Focus on in 2020  Business 2 Community

Celeberties Starting To Line Up For Super Bowl Advertisers - SportsBusiness Daily
Celeberties Starting To Line Up For Super Bowl Advertisers  SportsBusiness Daily

Rapid TV News - Majority of US advertisers using advanced ad tech solutions - Rapid TV News
Rapid TV News - Majority of US advertisers using advanced ad tech solutions  Rapid TV News

'Ghost signs' offer glimpse into SC's advertising past - Charleston Post Courier
'Ghost signs' offer glimpse into SC's advertising past  Charleston Post Courier

Why the 2010s were a "decade of duality" in marketing and advertising - and what needs to change - Econsultancy
Why the 2010s were a "decade of duality" in marketing and advertising - and what needs to change  Econsultancy

Brands and Agencies Are Bullish on New Walmart Advertising Partners Program - Adweek
Brands and Agencies Are Bullish on New Walmart Advertising Partners Program  Adweek

News Corp Sells Video-Advertising Startup Unruly - Wall Street Journal
News Corp Sells Video-Advertising Startup Unruly  Wall Street Journal

The Pitch: Advertising and marketing news for 1.14.20 - RichmondBizSense
The Pitch: Advertising and marketing news for 1.14.20  RichmondBizSense

Inside the Biggest 2020 Advertising War Against Trump - The New York Times
Inside the Biggest 2020 Advertising War Against Trump  The New York Times

Spotify Rolls Out Technology Aimed at Helping Podcast Advertisers - Wall Street Journal
Spotify Rolls Out Technology Aimed at Helping Podcast Advertisers  Wall Street Journal

5 Can’t-Miss Benefits of Native Advertising - G2
5 Can’t-Miss Benefits of Native Advertising  G2

9 Comparative Advertising Examples to Help You Get Ahead - Business 2 Community
9 Comparative Advertising Examples to Help You Get Ahead  Business 2 Community

Facebook backs off plan to plaster ads all over WhatsApp - The Verge
Facebook backs off plan to plaster ads all over WhatsApp  The Verge

YouTube overhauls advertising, data collection on kids content - The Washington Post
YouTube overhauls advertising, data collection on kids content  The Washington Post

W2O acquires advertising, medical education firm 21Grams - Agencies - MM&M - Medical Marketing and Media
W2O acquires advertising, medical education firm 21Grams - Agencies - MM&M  Medical Marketing and Media

Responsive search ads available globally in all Microsoft Advertising interfaces - Search Engine Land
Responsive search ads available globally in all Microsoft Advertising interfaces  Search Engine Land

Greta Thunberg questions newspapers that accept fossil fuel advertising | TheHill - The Hill
Greta Thunberg questions newspapers that accept fossil fuel advertising | TheHill  The Hill

Microsoft Advertising launches sweepstakes for advertisers - Search Engine Land
Microsoft Advertising launches sweepstakes for advertisers  Search Engine Land

Facebook Says It Won’t Back Down From Allowing Lies in Political Ads - The New York Times
Facebook Says It Won’t Back Down From Allowing Lies in Political Ads  The New York Times

Video sites now more attractive than news sites for online advertisers in China - Tech in Asia
Video sites now more attractive than news sites for online advertisers in China  Tech in Asia

Spotify to Suspend Political Advertising - Wall Street Journal
Spotify to Suspend Political Advertising  Wall Street Journal

Apple iOS 13: Is Advertisers’ Worst Nightmare Coming True? - Forbes
Apple iOS 13: Is Advertisers’ Worst Nightmare Coming True?  Forbes

Quibi video startup explained: Marketing, revenue, execs, advertising - Business Insider
Quibi video startup explained: Marketing, revenue, execs, advertising  Business Insider

Advertising Market Business Development Strategies 2020-2025 by Major Key Players – Omnicom Group,WPP,Dentsu Inc.,PublicisGroupe,IPG,Havas SA,Focus Media Group – Dagoretti News - Dagoretti News
Advertising Market Business Development Strategies 2020-2025 by Major Key Players – Omnicom Group,WPP,Dentsu Inc.,PublicisGroupe,IPG,Havas SA,Focus Media Group – Dagoretti News  Dagoretti News

Advertising Market Demand & Future Scope Including Top Players - Technology Magazine
Advertising Market Demand & Future Scope Including Top Players  Technology Magazine

Twitter apologizes for error that allowed advertisers to target neo-Nazis - Engadget
Twitter apologizes for error that allowed advertisers to target neo-Nazis  Engadget

The Decade in Advertising - Slate
The Decade in Advertising  Slate

Amazon challenges Google and Facebook's hold on digital ad market - AdAge.com
Amazon challenges Google and Facebook's hold on digital ad market  AdAge.com

A new technology that will challenge digital advertising, decentralized and tokenized - Industry Global News 24
A new technology that will challenge digital advertising, decentralized and tokenized  Industry Global News 24

In-depth analysis of Native Advertising Software Market 2020-2026 and Understandings Shared in a Detailed Report – StackAdapt, Nativo, Sharethrough, TripleLift, Ligatus, Maximus, Outbrain.com, Nominal Technology, plista, PowerInbox, PowerLinks – Dagoretti News - Dagoretti News
In-depth analysis of Native Advertising Software Market 2020-2026 and Understandings Shared in a Detailed Report – StackAdapt, Nativo, Sharethrough, TripleLift, Ligatus, Maximus, Outbrain.com, Nominal Technology, plista, PowerInbox, PowerLinks – Dagoretti News  Dagoretti News

Florsch: Women drivers serve as advertising objects - Grand Prix 247
Florsch: Women drivers serve as advertising objects  Grand Prix 247

Health officials want beefed up advertising rules amid grim south Auckland childhood obesity outlook - RNZ
Health officials want beefed up advertising rules amid grim south Auckland childhood obesity outlook  RNZ

Huge Enlighten in In-app Advertising Market by Advertising Industry in Forecast Years 2020-2027| Amobee, Byyd, Chartboost, Flurry, Google AdMob, InMobi, One by AOL, Tapjoy, and Tune Inc – Dagoretti News - Dagoretti News
Huge Enlighten in In-app Advertising Market by Advertising Industry in Forecast Years 2020-2027| Amobee, Byyd, Chartboost, Flurry, Google AdMob, InMobi, One by AOL, Tapjoy, and Tune Inc – Dagoretti News  Dagoretti News

Television’s Biggest Advertisers Spent Almost $10 Billion in 2019 - Adweek
Television’s Biggest Advertisers Spent Almost $10 Billion in 2019  Adweek

BirthdayPak Ranked #1 in Advertising Services by Entrepreneur Magazine for the Second Year in a Row - Franchising.com
BirthdayPak Ranked #1 in Advertising Services by Entrepreneur Magazine for the Second Year in a Row  Franchising.com

Crown jewel: Marketing company shines in an age of disruption - Business Observer
Crown jewel: Marketing company shines in an age of disruption  Business Observer

Google Upsets Marketers and Advertisers After Its Decision To Phase Out Cross-site Cookies - International Business Times
Google Upsets Marketers and Advertisers After Its Decision To Phase Out Cross-site Cookies  International Business Times

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