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Tips On Writing a Successful Ad


When knowledge is based on truth it is powerful!

When it is critical knowledge, its presence can drive our success, while its absence may contribute to our failure. I will attempt to convey in this report some useful and practical knowledge about how to write awesome ads for the World Wide Web. It is my sincere belief that; if you act upon the suggestions that will be presented here, you may well be taking steps which will give your ad greater pulling power.

Web advertising takes many forms; web pages, classified ads, e-mail responses, news group postings, and even your signature file. No matter which form you employ unless your advertising is seen, nothing is sold. Being seen is of key importance.

However, a less considered but equally important factor is your viewing audience. Disregarding your audience results in the problem of "selling air conditioners to Eskimos." It just doesn't generate much interest. A reader who has no interest in your advertising material is not part of a qualified audience" and is not a potential customer.

Classified ads placed in the appropriate section for your product will naturally draw a qualified audience of potential customers. Ad placement within the section is the single most important factor determining whether or not your ad is seen within the section. Secondly, the content of your ad will determine which (and if) potential customers do in fact actually read your ad. When placing classified ads on the web some rules of thumb are:

DESIGNING AN AWESOME CLASSIFIED

The four essential ingredients of an awesome classified are:

ATTENTION - INTEREST - DESIRE - ACTION

If your ad is missing any of these it is not an AWESOME Ad!

ATTENTION: You must first get the readers attention. Picture him scanning the section of the classified page in which your ad is listed. For him or her it is much like which ride at the amusement park to take next. Something about your ad must grab their attention, to directs their focus toward your product.

Since classified ads usually lack graphics, it then comes down to something about the words you use, or about the way you use them. Some web advertisers seem to think that if you use lots of !!! (exclamation marks)or *** (asterisks) or maybe MAKE IT ALL CAPS that this will draw their attention. The problem here is that:

Everyone knows it's glitter and meant to get your attention. This may often interfere with the readers ability to take your words seriously. Subconsciously he may even expect your ad to be some kind of gimmick. Right or wrong, stereotype or not, my advise is let your words speak for themselves and steer clear of such tactics. We will discuss guidelines for choosing the right words later.

INTEREST: The ad must have appeal. This is a good place to state the benefits or some attractive features of your product. Knowing the demographics of your readers or the category section your ad is placed in, helps in nderstanding their interests. What benefits of your product or service is most likely to appeal to this group? Develop a mental picture of some of the customers who would come from this demographic group, and will buy your product. What kinds of jobs do they have, cars do they drive... are they young, old, single, married...

Having a mental picture of your audience is important when you want to understand their interests and know what benefits of your product you should spotlight.

DESIRE: But appealing to their interest is not enough. The ad must then "further stimulate your reader." While interest can generally be obtained by the practical properties of your product, desire needs sparking by a more emotional reaction. Is there something about your product that will make them feel good, excited, confident, secure, hoperul or powerful? Think about what other emotions your product can ignite. Does your product appeal to a particular sense. Can the reader taste, hear, smell, see or hear your product. Realize that most actions which we take are sparked by desire and most desire is stimulated by feelings. We don't really desire money.

We desire the feelings that we think money will bring us, whether they be happy, secure, or powerful. Yet, the word "money" may trigger the desire that triggers the feelings which we value and want to experience.

ACTION: If your reader does not take action, then you are dead in the water. How do you get your reader to act? Believe it or not this is the simplest step. Simply use a directive. Psychologists tell us that when given a directive (unless obviously harmful) our first instinct is to comply. Turn to the person in the seat next to you, and in a slightly commanding voice say, "give me your pen for a minute"... chances are they will, and usually, without question, for no other reason than "you told them to." Don't say... "will you give me your pen for a minute" because now they have to think, and if they have to think they may refuse. In your ad simply say: "call this number now", "email me for details", "go to our website" etc. If the first three ingredients (attention, interest, and desire) have been well done, and the reader is a qualified customer.... they will most likely take the action you direct them to take.

WHAT TYPE OF AD SHOULD YOU USE

There are three ad types:

Qualified - Partially Qualified - and Blind

The qualified ad is specific and includes more detail about the product you are selling. Some products lend themselves to qualified ad content better than others. Hair pieces for men is an example. If your product is particularly "person dependent" use this type. Qualified ads will receive the least response but more of the responses which are received will result in sales.

The partially qualified ad offers a special benefit, such as money or self- improvement. The readers have some idea of what you are offering, but don't know the specifics. If they are interested and desire your product they will follow your directive and send for more info. If you know where a partially qualified ad response comes from, you may be able to tailor your response to increase the percent of resulting sales.

Blind ads offer only a few details, they are short, and bring in the largest response. However, blind ads produce the lowest percentage of actual orders per reponse, they are often answered just out of curiosity.

ADDING WORD POWER TO YOUR CLASSIFIED AD

Some words are more powerful than others. Saying, your ad must "spark your readers interest," is more powerful than saying, your ad must "get the readers attention." Why? because by using "spark," you can see something igniting within the reader, flaming their interst, and sense they are feeling some excitement. Yes, getting them to have feelings about your words is what you want to accomplish. It is the feelings that are attached to the words that give them power. Look at the list of words below and see if you can recognize the feelings behind the words, that give them power. If you are haveing trouble finding power words to use in your ad, it is probably because you are conce trating to hard on what words you want to use instead of what sorts of feelings you want the reader to feel. Decide on the feelings first and then experiment with the words that best convey them.

Researchers at Yale University say that the twelve most POWERFUL words in the English language are:

0 SAFETY

The above list contains the type of attention getting words that you should try to include in your classified advertising ad title. Scan a bunch of classifieds (as many as necessary), picking out other such words from the title of the ads that attracted your attention. Do this until you have a list of about 50 words. Try to pick out the individual words and not the phrases. Phrases will come later. Keep this list at hand when you are designing your classified ad. Glance at the list occasionally while writing down possible titles for your ad. The title is the most important part of the ad. You may need to spend 90 percent of the time it takes to design your ad, just on the title alone.

Now write down every word that you can possibly think of which describes a particular feature or benefit of your product. What do you always tell the customer about your product? Benefits - benefits -benefits! Features - features- features!

Verbs and adjectives are great. Verbs because they show action and adjectives because they are descriptive. Active and descriptive words tend to have more enertia and cause us to react with feelings.

Now let's put it all together and create a simple classified car ad.

Want a Dependable Used Car that Looks Fantastic and Drives Great? 1994 Olds Cutlass - low mileage - automatic transmission - radio plays CD's -- tinted glass - factory air - great gas mileage - So "cherry" people will stare with envy when you drive by - Call today 555-5555 ask for Joe.

Well, this one I did quickly. Maybe you can make it better. Anyway, now review the ad. Does the title grab the reader's attention. Does the ad offer features or benefits of interest to car buyers? Is some emotional desire created to further stimulate the reader? Does the ad direct the reader's action?

Now go to it! Create your own awesome classified keeping the above thoughts in mind. Review your ad and check to see that all the important ingredients of a good ad are present. Find a classifieds site on the web with plenty of ads in a category related to your product. Get your ad listed first if you can. And wait for the response. "If you are not getting responses, then either change the title of the ad, change the wording, or Advertise in more locations!

I hope this helps in your future marketing decisions.

About The Author

David Bell

http://www.wspromotion.com/

Advertising research and development center


Todays News by officejax free advertising and ad exchange solutionsMORE RESOURCES updated Sat. July / 11 / 2020

Truth in advertising - Fence Post
Truth in advertising  Fence Post

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

Facebook Mulls Political-Advertising Blackout In Days Before 2020 Election - CBS San Francisco
Facebook Mulls Political-Advertising Blackout In Days Before 2020 Election  CBS San Francisco

AdsDax, a digital advertising giant crosses 1 billion events - Martechcube
AdsDax, a digital advertising giant crosses 1 billion events  Martechcube

Advertising, PR experts offer their picks for a new Washington NFL team name - Washington Business Journal
Advertising, PR experts offer their picks for a new Washington NFL team name  Washington Business Journal

ICF, A Digital Advertising firm Wins Multiple awards - Martechcube
ICF, A Digital Advertising firm Wins Multiple awards  Martechcube

MatchCraft Launches Automated Responsive Search Advertising - Martechcube
MatchCraft Launches Automated Responsive Search Advertising  Martechcube

Bayer Freezes Facebook Advertising In July - AdExchanger
Bayer Freezes Facebook Advertising In July  AdExchanger

D.C. Council votes to devastate local news and advertising agencies - Washington Times
D.C. Council votes to devastate local news and advertising agencies  Washington Times

Will COVID-19 Change Your Marketing and Advertising Plans Forever? - Autobody News
Will COVID-19 Change Your Marketing and Advertising Plans Forever?  Autobody News

Google Makes Swirl Ad Format Available To All Advertisers 07/10/2020 - MediaPost Communications
Google Makes Swirl Ad Format Available To All Advertisers 07/10/2020  MediaPost Communications

Google to restrict advertising of unauthorized tracking technology - WHTC News
Google to restrict advertising of unauthorized tracking technology  WHTC News

Google to restrict advertising of tracking technology, spyware - Middletown Press
Google to restrict advertising of tracking technology, spyware  Middletown Press

Berkshire Hathaway Automates Digital Advertising - Martechcube
Berkshire Hathaway Automates Digital Advertising  Martechcube

Kroger boosts media presence with new advertising partnerships - Supermarket News
Kroger boosts media presence with new advertising partnerships  Supermarket News

National TV Political Advertising Up Sharply, Trump Campaign Spending Dominates 07/13/2020 - MediaPost Communications
National TV Political Advertising Up Sharply, Trump Campaign Spending Dominates 07/13/2020  MediaPost Communications

Facebook Advertising Boycott Has Its Limits, ADL and Color of Change Say - Barron's
Facebook Advertising Boycott Has Its Limits, ADL and Color of Change Say  Barron's

Fact Check: Picture does not show advertising endorsed by TED - Reuters
Fact Check: Picture does not show advertising endorsed by TED  Reuters

TikTok's new offering for small advertisers could help it lure them from Facebook - CNBC
TikTok's new offering for small advertisers could help it lure them from Facebook  CNBC

Digital Advertising - Operator Strategies and Case Studies - GlobeNewswire
Digital Advertising - Operator Strategies and Case Studies  GlobeNewswire

3 Places Advertisers Are Still Increasing Spend Despite COVID-19 - Motley Fool
3 Places Advertisers Are Still Increasing Spend Despite COVID-19  Motley Fool

Advertiser Exodus Snowballs as Facebook Struggles to Ease Concerns - The New York Times
Advertiser Exodus Snowballs as Facebook Struggles to Ease Concerns  The New York Times

Proposed bill would offer tax credits to support local news, advertising - Williston Daily Herald
Proposed bill would offer tax credits to support local news, advertising  Williston Daily Herald

Marketron Announces 'Radio's Digital Transformation' Webinar Series and Digital Advertising E-book - Twice
Marketron Announces 'Radio's Digital Transformation' Webinar Series and Digital Advertising E-book  Twice

Facebook prepares to dig in as advertising boycott continues - NBC News
Facebook prepares to dig in as advertising boycott continues  NBC News

Did Hedge Funds Make The Right Call On Lamar Advertising Company (REIT) (LAMR) ? - Yahoo Finance
Did Hedge Funds Make The Right Call On Lamar Advertising Company (REIT) (LAMR) ?  Yahoo Finance

WordPress security: RCE flaw in Adning Advertising plugin exploited in the wild - The Daily Swig
WordPress security: RCE flaw in Adning Advertising plugin exploited in the wild  The Daily Swig

Gideon, Republicans trade advertising jabs over allegations against ex-lawmaker - Press Herald
Gideon, Republicans trade advertising jabs over allegations against ex-lawmaker  Press Herald

Think Tank looks at best, worst of 2020 political advertising - KTAR.com
Think Tank looks at best, worst of 2020 political advertising  KTAR.com

Pinterest: Pivoting To eCommerce Advertising Will Drive Growth In The Long Run - Seeking Alpha
Pinterest: Pivoting To eCommerce Advertising Will Drive Growth In The Long Run  Seeking Alpha

The Revitalization Of Print Advertising - Forbes
The Revitalization Of Print Advertising  Forbes

1982 Issue 111: BDO Ban Advertising. • Darts World Magazine - Andy Till
1982 Issue 111: BDO Ban Advertising. • Darts World Magazine  Andy Till

Verizon CEO explains why the company paused advertising on Facebook - CNBC
Verizon CEO explains why the company paused advertising on Facebook  CNBC

Berkshire Hathaway HomeServices Automates Digital Advertising During Pandemic, Enters Multi-Year Relationship with Adwerx - RisMedia.com
Berkshire Hathaway HomeServices Automates Digital Advertising During Pandemic, Enters Multi-Year Relationship with Adwerx  RisMedia.com

TikTok Rolls Out Its Self-serve Advertising Platform Globally, and the Company Will Provide $100 Million in Ad Credits - Digital Information World
TikTok Rolls Out Its Self-serve Advertising Platform Globally, and the Company Will Provide $100 Million in Ad Credits  Digital Information World

Advertising Plugin for WordPress Threatens Full Site Takeovers - Threatpost
Advertising Plugin for WordPress Threatens Full Site Takeovers  Threatpost

PR.com - Veteran Advertising Firm, Fisher Design & Advertising Joins Forces with Savvy Outsourcing, Blending Services of Traditional and Digital Marketing - IT News Online
PR.com - Veteran Advertising Firm, Fisher Design & Advertising Joins Forces with Savvy Outsourcing, Blending Services of Traditional and Digital Marketing  IT News Online

Advertisers were cutting their Facebook ad spending well before the boycott began - Digiday
Advertisers were cutting their Facebook ad spending well before the boycott began  Digiday

COVID's Brutal Impact on Advertising - Radio Ink
COVID's Brutal Impact on Advertising  Radio Ink

Ad Boycott of Facebook Keeps Growing - The New York Times
Ad Boycott of Facebook Keeps Growing  The New York Times

Kids most exposed to junk food advertising in France, finds public health agency - FoodNavigator.com
Kids most exposed to junk food advertising in France, finds public health agency  FoodNavigator.com

Texas-based social media advertising firm plans to open office in downtown Cleveland - Crain's Cleveland Business
Texas-based social media advertising firm plans to open office in downtown Cleveland  Crain's Cleveland Business

100+ Black creators in film and advertising launch Change The Lens pledge - Shots
100+ Black creators in film and advertising launch Change The Lens pledge  Shots

What Are the Growing Drivers of Online Advertising Market 2027 with top key players like Google LLC,Adobe Inc.,Amazon.com Inc.,Baidu (Nanjing Marketing Group),Facebook Inc.,IAC - Cole of Duty
What Are the Growing Drivers of Online Advertising Market 2027 with top key players like Google LLC,Adobe Inc.,Amazon.com Inc.,Baidu (Nanjing Marketing Group),Facebook Inc.,IAC  Cole of Duty

As Facebook Boycott Grows, Advertisers Grapple With Race - The New York Times
As Facebook Boycott Grows, Advertisers Grapple With Race  The New York Times

LIC Hotel That Offers COVID-19 Tests Before Entry Sees Raucous Parties - Eater NY
LIC Hotel That Offers COVID-19 Tests Before Entry Sees Raucous Parties  Eater NY

Facebook just lost one of the biggest advertisers in the world for the rest of 2020 - NBC News
Facebook just lost one of the biggest advertisers in the world for the rest of 2020  NBC News

Tobi Matthews joins SCG Advertising + Public Relations - Parsippany Focus
Tobi Matthews joins SCG Advertising + Public Relations  Parsippany Focus

ADVERTISEMENT FOR BIDS | Proposals-RFPs | roanoke.com - Roanoke Times
ADVERTISEMENT FOR BIDS | Proposals-RFPs | roanoke.com  Roanoke Times

The CEO of a major advertising trade group says the Facebook boycott is a turning point - CNBC
The CEO of a major advertising trade group says the Facebook boycott is a turning point  CNBC

3 reasons why you should advertise your business with DOOH - Digital Signage Today
3 reasons why you should advertise your business with DOOH  Digital Signage Today

Huh? Advertisers Boycott Social Media Now, Plan On Raising 2021 Investment By 78% 07/10/2020 - MediaPost Communications
Huh? Advertisers Boycott Social Media Now, Plan On Raising 2021 Investment By 78% 07/10/2020  MediaPost Communications

Tag: Telco Digital Advertising Market - Sports Skylark
Tag: Telco Digital Advertising Market  Sports Skylark

The state of advertising has still never been better - Campaign US
The state of advertising has still never been better  Campaign US

Microsoft And Sony Are Suspending Facebook Advertising, But It’s Less Noble Than It Sounds - Forbes
Microsoft And Sony Are Suspending Facebook Advertising, But It’s Less Noble Than It Sounds  Forbes

2020 Prediction for Digital Advertising market: Key Players and Driving Factors Analysis - Cole of Duty
2020 Prediction for Digital Advertising market: Key Players and Driving Factors Analysis  Cole of Duty

Corona Impact on Tv Advertising Market – By Current Industry Status, Growth Opportunities, Top Key Players, Target Audience and Forecast | CBS, Comcast, News, Viacom - 3rd Watch News
Corona Impact on Tv Advertising Market – By Current Industry Status, Growth Opportunities, Top Key Players, Target Audience and Forecast | CBS, Comcast, News, Viacom  3rd Watch News

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Digital Advertising Platforms Market 2020| Sizmek • InMobi Technologies • Choozle • Rubicon Project • Kenshoo • Google (Alphabet) • LinkedIn  Cole of Duty

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Google to update its policy, restrict advertising of unauthorized tracking technology - Firstpost
Google to update its policy, restrict advertising of unauthorized tracking technology  Firstpost

Global Programmatic Advertising Platform Market is accounted for xx USD million in 2019 and is expected to reach xx USD million by 2025 growing at a CAGR of xx%: AppNexus Inc., AOL Inc. (Verizon Communications Inc.), Yahoo! Inc., DataXu Inc., Adroll.com, etc. - Cole of Duty
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A Chat With: The Perception’s Brian Anderson On How Advertisers Are Dealing With Black Lives Matter Movement - CBS Philly
A Chat With: The Perception’s Brian Anderson On How Advertisers Are Dealing With Black Lives Matter Movement  CBS Philly

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In-Game Advertising Market Growth, Competitive Analysis, Future Prospects and Top Key Players  Cole of Duty

IAB US 2020 Digital Video Advertising Spend Report: Putting COVID in Context - IAB
IAB US 2020 Digital Video Advertising Spend Report: Putting COVID in Context  IAB

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Cloud Advertising Market: Year 2020-2027 By World With Top Key Players Like Adobe, Google, IBM, Marin Software, Oracle, Rackspace, Salesforce, Sprinklr, Viant  Daily Research Chronicles

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Why digital OOH advertising is especially effective right now  Marketing Dive

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The advertising business is becoming less cyclical—and more concentrated  The Economist

Coca-Cola pauses advertising on all social media platforms globally - CNBC
Coca-Cola pauses advertising on all social media platforms globally  CNBC

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Bicycle Company’s TV Ad Pulled By French Advertising Regulator For ‘Discrediting Automobile Sector’  Forbes

Verizon is pulling advertising from Facebook and Instagram - CNBC
Verizon is pulling advertising from Facebook and Instagram  CNBC

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What’s Digital Commerce Advertising and what tools can help?  MarTech Today

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SIU is offering online advertising and graphics camps next month  SIU News

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NAACP and others call for advertisers to boycott Facebook  Vox.com

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Health Canada to ban advertising on vape products after noting high 'frequency of use' in youths  National Post

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Advertising -  Brock Press

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Choice Hotels Won June on U.S. TV Among All Travel Advertisers  Skift

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Here are the major brands that have pulled ads from Facebook  MarketWatch

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ADVERTISEMENT PUNXSUTAWNEY AIRPORT AUTHORITY | Public Notices  The Courier-Express

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Growth of Mobile Advertisements Serving Market | Google, EvaDav, Facebook, Vungle, Unity Ads  Cole of Duty

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Postmedia revenue down more than 25% amid COVID-19 advertising pullback  Times Colonist

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Pro-arts centre society spent $22K on advertising campaign before pandemic pulled plug on vote  Kamloops This Week

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Facebook’s Tensions With Advertisers Predate the Boycott  The Wall Street Journal

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Visualizing the COVID-19 Impact on Advertising Spend  Visual Capitalist

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Apple's privacy changes represent 'tectonic shift' for digital ad industry  AdAge.com

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Yardley Borough Council votes to advertise ordinance establishing auxiliary police force  Bucks Local News

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Fox News Host Tucker Carlson Loses More Advertisers  The New York Times

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Coronavirus threat to global Mobile Advertising Software Market 2020 Industry Share, Size, Consumption, Growth, Top Manufacturers, Type and Forecast to 2026  3rd Watch News

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