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How You Can Create Advertising That Sells


A well-planned and properly executed marketing program should include a sufficient commitment of capital resources to an on-going, well executed advertising program. Yes, this includes your business.

Businesses spend too many dollars, however, on ads that simply will not result in increased sales and profits. These ads are poorly conceived, poorly written, poorly designed, poorly targeted, and poorly placed.

Sounds like a poor way to do business, doesn't it?

I often ask clients (as tactfully as possible), why they have run a particular ad. I get a lot of blank stares. A few tense moments will pass while the client tries to think of a clever answer. "To get the company name out in front of the public so I can get more business." they reply, with some relief.

This poor soul has just described a lack of a well defined goal, which leads almost inevitably to what I call an institutional ad. An institutional ad can best be described as one which identifies the advertiser and lists address, telephone number, hours of operation, and (maybe) the company logo. That's it. What a terrible waste of money!

Unless your company grosses a billion dollars a year, you can't afford to do institutional ads. If your company does gross over a billion dollars a year...you're probably too smart to run institutional ads.

Every ad you run must result in increased sales and profits and an enhanced image for your company. Every ad should make the customer a solid offer and give the customer sound reasons to buy from you now. Remember, the customer is sitting back and asking, "What can you do for me?" If you're careful to answer that question with a powerful offer and reasons to buy now, you're on your way to advertising success...which results in increased sales and profits.

How can you improve your chances of increasing sales?

Let's look at some profit-producing ideas...

SEEK PROFESSIONAL HELP

Very few businesses are prepared or qualified to produce quality advertising. If you spend more than $2,000 per month in advertising, you should seriously consider hiring a qualified advertising professional. There are any number of skilled freelancers who can develop strategy, and create your marketing materials with a keen eye to using proven methods and techniques.

Good advertising talent always pays it's own way through increased sales and profits, improved cost-effectiveness, reduced selling costs, and shortened selling cycles.

If your resources are limited, don't feel lost. There's no reason why you can't learn to write an effective ad. That's what the rest of this article is all about...how *you* can create advertising that sells.

FOLLOW A PROVEN FORMULA

One of the oldest and most useful formulas for ad design takes its name from the opera Aida by Giuseppe Verde. In this case the letters A-I-D-A stand for ATTENTION, INTEREST, DESIRE, AND ACTION.

In it's simplest form this formula serves as a structural blueprint. It guides us to: (1) Get the prospect's Attention, (2) Foster his or her Interest in your offer, (3) build Desire for your product or service and (4) Generate some type of Action on the part of the buyer.

As we expand on each of these elements individually, you'll discover for yourself how to apply the formula to your specific situation.

ATTENTION (The Headline)

Hit your prospect right between the eyes with a magic wand. How? With a powerful benefit headline. The headline is the most important single element of your ad. You have two to three seconds to stop the reader as he or she passes by. You must stop the reader, and interest them in your benefit, if you expect them to read further.

A powerful headline will (1) stop the reader (2) isolate and qualify your best prospects, and (3) pull your reader into the sub-heads and body copy.

How do you write the attention-getting headline? First, carefully review all the benefits of-use of your product or service. Second, take your most important benefit and weave that benefit into your headline. Use action words to describe the benefit to one individual reader.

Here are some examples...

"Save 50% On Office Supplies...Send For Your Free Catalog Today !"

"How YOU Can Create Advertising That SELLS!"

"New! Amazing Techniques That You Can Use To Land A High-Paying Job...Today!"

"How To Design Profit-Producing Web Sites That SELL!"

APPEALING TO BUSINESS EXECUTIVES

When writing your ad to a business-to-business audience you should keep in mind the six key benefits most likely to get attention:

1.Save Money 2.Save Time 3.Increase Sales 4.Increase Profits 5.Enhance Image 6.Boost cash flow

Most other benefits are subordinate to these key six. I call them the"Business Benefit Six-Pack." Show your customer how your product or service provides these benefits, and you will dramatically improve your results.

INTEREST AND DESIRE> (The Offer, Body Copy, Benefits-Benefits- Benefits)

You build interest in your product or service (and the desire to buy) by making the customer a compelling offer and by describing as many benefits as possible in simple and interesting terms.

Tip # 1: Top ad pros always write the ad first, then buy whatever space necessary to display the ad message with clarity and power.

Tip # 2: Words sell...graphic design displays the words in a visually appealing way. Don't confuse the two. No amount of trendy design will make a poorly written ad sell for you. Good design reinforces good copy...it cannot take the place of it! The implication for internet marketers is that content is king. Avoid glitsy, moving graphics that only distract from your message and increase load times. Good design and good copy should work synergistically.

Tip #3: Long copy sells...as long as it's good copy. I call it "greased slide" copy. You get the reader on the top of the slide when he reads a powerful headline, and he can't get off until he has taken the action asked for (i.e., ordered the product, made the trip to the store, dialed the phone, clicked the order/inquiry button, filled out the on-line order, etc.).

ACTION(Ask For The Order)

Now comes the moment of truth. You must ask for the order. Give reasons for the customer to buy now...and make it easy for him to do so. In direct response marketing, this will involve a coupon for mail orders, a toll-free order line, an e-mail address, an on-line order form, a fax order line..any means to make it easy and simple to order!

Take the fear out of the purchase. Give solid guarantees. Offer secure ordering for on-line customers. Show testimonials from satisfied customers.

Show what the customer is going to lose if he doesn't order now.

If you are a retailer, include a map to your store(s) (newcomers love them). Show the credit cards you accept, list the hours of operation, tell them about your friendly staff, include a special coupon or other incentive. In other words, "Roll out the red carpet."

INVEST IN FUTURE PROFITS

So there you have it. A primer on good advertising. If I've piqued your interest to learn more, then check out the other articles available at this resource.

Remember, bad advertising...no matter what the media...is an unproductive expense.

Good advertising is an investment in future profits!

Good advertising and good management go together. You can't have a successful business on-line or off-line---without both.

Thom Reece is CEO of Online Marketing Resource Center [http://www.E-ComProfits.com] and publisher of "Thom Reece's Web Marketing Strategies & Techniques Newsletter". Free subscripton at: http://www.WMSTDirect.com, mailto:thom@e-comprofits.com


Todays News by officejax free advertising and ad exchange solutionsMORE RESOURCES updated Fri. October / 20 / 2017

The Death Of The Advertising Specialist - Forbes

Forbes

The Death Of The Advertising Specialist
Forbes
That's why the specialist model for advertising is becoming completely untenable and more senior marketing leaders are calling for a re-bundling of services back into one house. As examples, Marc Pritchard, CMO of Procter & Gamble, commented, "We're ...


Leading Brand CMOs Tell Erin Andrews: Women Will Power the Next Wave of Advertising - AdAge.com

AdAge.com

Leading Brand CMOs Tell Erin Andrews: Women Will Power the Next Wave of Advertising
AdAge.com
For Marc Pritchard, chief brand officer at Procter & Gamble, empowering women in advertising is not just a matter of good corporate citizenship, "It's actually good for growth." Pritchard explained how P&G's Always "Like a Girl" campaign changed the ...

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Pinterest opens up search advertising in its Ads Manager ... - TechCrunch

TechCrunch

Pinterest opens up search advertising in its Ads Manager ...
TechCrunch
Pinterest began rolling out targeted ads based on searches for its partners earlier this year, giving it another moment in time to catch potential customers..

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Lawmakers Introduce 'Honest Ads Act' to Govern Online Political ... - Gizmodo

Gizmodo


Five Keys To Achieving Positive Return On Advertising Spend With Facebook - Forbes

Forbes

Five Keys To Achieving Positive Return On Advertising Spend With Facebook
Forbes
Achieving positive return on advertising spend (ROAS) is a key objective for many Facebook and direct response advertisers. Sustaining positive ROAS with a large media spend is not an easy feat to accomplish, but it is possible with the right approach.


Yahoo owner Oath seeks increased digital advertising prospects in Hong Kong - South China Morning Post

South China Morning Post

Yahoo owner Oath seeks increased digital advertising prospects in Hong Kong
South China Morning Post
Oath, the subsidiary of Verizon Communications that owns Yahoo and AOL, expects to give a boost to the digital advertising market in Hong Kong as it brings more than 50 media and technology brands to its local online platform. “With Oath's house of ...
Verizon's Longshot Bet to Disrupt Google and FacebookWIRED

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Are TV Stations Losing Their Advertising Relevance? - MediaPost Communications

Are TV Stations Losing Their Advertising Relevance?
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It's only a $20 billion business at stake -- the annual average size of the traditional local TV advertising pie. The story has been told many times: The business of buying local TV advertising time is still a painstaking, manual process which can take ...


What you need to know in advertising today - Business Insider - Business Insider

Business Insider

What you need to know in advertising today - Business Insider
Business Insider
People are doing whatever they can to avoid TV ads. Fox wants to help them. The broadcaster has teamed up with the video tech company Innovid to bring new ...

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Google advertising Pixel 2 with Snapchat lens and filter - 9to5Google

9to5Google

Google advertising Pixel 2 with Snapchat lens and filter
9to5Google
With the official release of the Pixel 2 and 2 XL, Google is going all out in its attempts to advertise the handsets. The company's latest scheme is to promote the handset on Snapchat using a custom filter and lens…

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Peeks Social Launches Brand Advertising Program - GlobeNewswire (press release)

Peeks Social Launches Brand Advertising Program
GlobeNewswire (press release)
TORONTO, Oct. 20, 2017 (GLOBE NEWSWIRE) -- Peeks Social Ltd. (TSX-V:PEEK) (OTCQB:PKSLF) (“Peeks Social” or the “Company”) is pleased to announce that as part of the ongoing advancement of the Peeks Social service, an advertising platform ...

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