We would like to
thank the local libraries, schools, and universities for recommending students
to visit us when doing research on any of our information topics.
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:
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
Advertising research and development center
Stan Lee hated bad car ads, and appeared in some pretty good ones
Much like the characters he created, Lee appeared in commercials from time to time over the years. He also had a disdain for certain kinds of advertising--namely, bad car ads. In one of the "Stan's Rants" he delivered on YouTube, he complained about ...
Nicolas Mahut wants Tour Finals hoardings changed after injuring ...
Blood was shed on the doubles court on Monday as Nicolas Mahut collided painfully with an advertising board at the back of the court.
Nicolas Mahut in spectacular fall after tumbling over advertising ...
ATP Finals: Mate Pavic accuses Nicolas Mahut of faking injury after ...
Top 5 out-of-home advertising trends
Delta Airlines and Equinox Fitness showcased how digital is changing billboard advertising with a campaign this summer that used real-time flight data to encourage international travelers arriving at Los Angeles International Airport to "sweat away ...
WCCO | CBS Minnesota
A Majority Of Apps For Kids Have Advertising, New Research Finds
WCCO | CBS Minnesota
Kids are doing more than watching videos and playing games on phones and tablets. New research shows 95 percent of preschool apps contain some kind of advertising. Alise McGregor, owner of Little Newtons Early Education Centers, joins us with ...
Branding in Asia Magazine
Q&A: Dong Jin Son – 'The Purpose of Advertising is to go Further'
Branding in Asia Magazine
The purpose of advertising is to go further and to create brand advocates, and I think it is the core value that AME pursues. This is consistent with where recent advertising marketing should be headed. It encourages all the ad men worldwide to be ...
The Pitch: Advertising and marketing news for 11.13.18
Torx picked up new work for two clients. Virginia Lawyers Helping Lawyers, the state chapter of a nonprofit lawyer assistance program, hired the firm for a website redesign, branding refresh and to assist with marketing strategy development. Louisa ...
Google is advertising in print magazines and you can't tell
The government body states that its guides “reflect the basic truth-in-advertising principle that endorsements must be honest and not misleading.” As such, if the endorser has been paid or given something of value to tout the product, disclosure is a ...
Yankees said to be buying back YES network from Fox, Disney
... even though it's unlikely to be included in any sale, according to people who have reviewed the material. RSNs are lucrative because the audience is made up of die-hard fans consuming a live event. That makes it easier to target viewers with ...
Yelp Plunges on "Short-Term" Advertising Weakness
While the shift to non-term advertising has opened our sales funnel, it has also made our results more sensitive to short-term operational issues. We have begun to address a number of the issues that impacted our third quarter results; however, we ...
Inclusion In Advertising And Media Is Recognized In AdvancingDiversity.org's Hall Of Honors
The awards recognize and honor best practices for advancing diversity and inclusion, and were created last year by one of the advertising and media industry's best-known thought leaders, Jack Myers. They're produced by Myers' AdvancingDiversity.org ...
ADVERTISING RELATED ARTICLES:
Media Planning: Smart Choices for Your Success
Media Planning for Smarties. You say you're ready to advertise. How are you going to choose whether to place your ad in the local newspaper or a national magazine? Why not do a radio spot or place a banner ad on a related company's website? Understanding the benefits and pitfalls of these different forms of media will help you get the most out of your advertising budget.
Non-profit Coupon Books and Coupon Mailers for Small Businesses
Many groups like the Chamber of Commerce, ASB at the local high school, etc. will ask if their members can get a discount if they shop in your store or use your service.
What's the Score?
You may be aware that in a basketball game the assistant coaches keep an almost unending list of personal statistics for each player. Rebounds, assists, points, minutes played, etc.
How to Make a Fortune from Unique Resistance-free Advertising
One of the most powerful offers you can use in your advertising is the word Free. But, you may well ask? how can I make a profit giving my products and services away without charging for them? Which is the exact reason why you need to understand the 'LVC Formula' which stands for the Lifetime Value of a Client! Here's how it works.
The Shrinking Ad Dollar
CPR CPA CTR..
What Does Your Business Card Say?
Business cards are the most underutilized and misunderstood marketing tool in business. Many people spend the bucks for cards and don't make an effort to get them into the hands of those who can hire them or buy from them.
CD Business Cards- Why Use Them?
CD Business cards are the electronic version of the now outdated paper business or social card. They are the smaller squared version of the CD-R family.
Why I Like The Ads I Hate!
It's been said that the antidote to liking/loving is not hating, but indifference. So, when an ad makes you angry or disgusted or evokes any other strong emotion, it has done it's job.
Create Your Own Business Cards, Part 1
In this lesson, we will create a business card, using Microsoft Word. I created a new template for my business card.
Top 9 Reasons To Advertise
Advertising is not for every company. But some require it because their market is big and constantly changing and evolving.
Does Post Card Advertising Really Work?
You've decided to try advertising your business with post cards. The idea came to you from the post cards you receive from other businesses.
Turn Your Ad Copy into a Goldmine!
Today, more than ever, it is crucial that your ad copy explodes the reader's curiosity. Are you interested in simple yet powerful ways to improve your ad copy so your readers will rush to action? Invoking a reader's call to action can be communicated in various effective ways.
Radio Interview 101
Different Types of Station ContactReaching radio hosts (for the purpose of trying to get booked for an interview) can take on various forms, depending on the type of station the show is done at. What's best? All of them at the same time, of course.
Top Design and Marketing Tips from a Branding Expert
This month, we wanted to share some general tips relating to your graphic design that we've come up with over the past year:Always include an address on your business card, even if you are operating a small business out of your home - it greatly increases your credibility and makes you look much more established! If you're concerned about privacy, a Post Office box is a great way to go. When signing up for a Post Office box, consider using a "Mailboxes" store instead of the Post Office - you'll get a street address instead of the typical "P.
The TV Shoot, The Spoiled Brat, And A Painful Lesson
It was two days before our shoot. I was in the office with the client going over the story boards and filling him in on all the details for his latest television campaign.
Never Be Caught Cardless Again: Five Tips to Help You Remember Business Cards
Sorry, I Don't Seem to Have a Business Card With Me..
Measure the Response of Your Advertising Campaigns by Using Promotional Products
For most companies, gone are the days of spending money just for the pleasure of seeing their name on TV or the Internet. Most companies today are forced to insist on results.
Add More Pizzazz To Your Ad For More Profits
I recently completed a Marketing Makeover for an Ad that wasn't generating results for the owner of a Piano Tuning Business. Here is the original ad:======================================== A BETTER PIANO. A well tuned and adjusted piano is a beautiful instrument.
Marketing Messages with Add Zest & Appeal
Boring is one thing you can't afford to be when it comes to marketing your business. With more than 3000+ marketing messages pummeling consumers on a daily basis, you need to be more, and do more, if you want to be heard above the racket.
How To Tame The Buying Beast Inside Your Customer
What if you can understand and control your customer's mind? What if you can influence, persuade and motivate your customers to buy from you? Well, I'm not talking about a magic trick or lay down a lesson of motivation. It's about understanding the different reactions made by the human mind in various situations.
Find used office equipment in Ohio at www.OfficeJax.Has.It
Find the best fleamarkets at www.FleaMarketWorld.Has.It
Find electric powered vehicles at www.NoGas.Drives.It
Find homes for rent
Jim (James) Baughman Hosting Company of Akron, Ohio offers the finest in the CLOUD internet hosting service and solutions at affordable prices. The Hepsia control panel is a superior control panel unlike the old school cpanel you may be familiar with as well as downloadable daily backups, 24 hour tech support response time is less than 30 minutes, php version selection, unlimited bandwidth, are all included at no additional cost.
advertising agency advertising supply and services marketing and advertising internet advertising pay per click advertising newspaper advertising promotion online advertising free advertising business marketing and advertising promotional advertising specialty print advertising banner advertising agency promotional product advertising radio advertising company classified advertising web advertising outdoor advertising ppc advertising advertising agency and services local advertising art layout production service advertising direct internet marketing advertising web site advertising business advertising television advertising jobs advertising services restaurant advertising yellow page advertising agency tv advertising web banner advertising directory advertising services advertising slogan advertising photographer adsense advertising adwords apis cashing billboard advertising advertising balloon pay per click banner advertising gambling online magazine advertising yahoo advertising email advertising free internet advertising internet online marketing advertising business search engine advertising direct mail advertising services advertising design advertising age creative advertising targeted advertising advertising campaign media advertising career free online advertising mobile advertising ogilvy vintage advertising pen internet advertising agency car advertising subliminal advertising idea advertising and marketing employment cheap advertising pen advertising space online advertising company advertising sign career in advertising direct mail advertising small business advertising history of advertising internet marketing online advertising advertising card communication content integrated marketing perspective premium promotion internet banner advertising advertising outdoor billboard affiliate advertising advertising art advertising display advertising product advertising copy advertising affiliate program free web site advertising real estate advertising brand advertising advertising brand communication guerrilla unconventional advertising business internet online internet marketing promotion advertising advertising firm contemporary advertising coroplast akron ohio custom signs and advertising solutions at OfficeJax online flea market