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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 Thu. March / 23 / 2023

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Elon Musk needs Twitter advertisers, but they’re not coming back  Vox.com

Streaming services advertising in 2023: what marketers should know - AdAge.com
Streaming services advertising in 2023: what marketers should know  AdAge.com

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Marijuana companies wade into Twitter advertising with mixed success  Marijuana Business Daily

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Pope: Without power of Holy Spirit, evangelization is empty advertising  USCCB

Pope: Without power of Holy Spirit, evangelization is empty advertising - National Catholic Reporter
Pope: Without power of Holy Spirit, evangelization is empty advertising  National Catholic Reporter

ConnectWise Wins Three Prestigious American Advertising Federation Awards At The 2023 Industry Gala - Yahoo Finance
ConnectWise Wins Three Prestigious American Advertising Federation Awards At The 2023 Industry Gala  Yahoo Finance

What you should know about generative AI in advertising - Greater Baton Rouge Business Report
What you should know about generative AI in advertising  Greater Baton Rouge Business Report

Marketing isn't advertising - CampaignLive
Marketing isn't advertising  CampaignLive

Walmart picks Innovid to boost personalized CTV advertising - FierceVideo
Walmart picks Innovid to boost personalized CTV advertising  FierceVideo

Illegally placed signs advertising auction in Omaha confiscated - WOWT
Illegally placed signs advertising auction in Omaha confiscated  WOWT

CTV Advertising Dominated Digital Strategies in 2022 US Midterm ... - TV Technology
CTV Advertising Dominated Digital Strategies in 2022 US Midterm ...  TV Technology

CTV Advertising Dominated Digital Strategies in 2022 US Midterm ... - GlobeNewswire
CTV Advertising Dominated Digital Strategies in 2022 US Midterm ...  GlobeNewswire

Wesleyan Media Project Publishes New Study on 2022 Midterm ... - Wesleyan University
Wesleyan Media Project Publishes New Study on 2022 Midterm ...  Wesleyan University

The Global Smart Advertising Services Market size is expected to reach $1273.1 billion by 2028, rising at a market growth of 20.6% CAGR during the forecast period - Yahoo Finance
The Global Smart Advertising Services Market size is expected to reach $1273.1 billion by 2028, rising at a market growth of 20.6% CAGR during the forecast period  Yahoo Finance

AOA Advertising Policy - American Osteopathic Association
AOA Advertising Policy  American Osteopathic Association

Advertising in China - New Guidelines on Use of Superlative ... - China Briefing
Advertising in China - New Guidelines on Use of Superlative ...  China Briefing

TikTok's ad business is growing around live sports as platform faces possible U.S. ban - CNBC
TikTok's ad business is growing around live sports as platform faces possible U.S. ban  CNBC

Taking Wing: Carson-Newman takes top honors in national ... - Citizentribune
Taking Wing: Carson-Newman takes top honors in national ...  Citizentribune

Ocean City Council members question advertising funding allocations - Ocean City Today
Ocean City Council members question advertising funding allocations  Ocean City Today

Can Cannabis Brands Advertise? - Herb.co
Can Cannabis Brands Advertise?  Herb.co

How Meta is Using AI to Improve its Advertising - InvestorsObserver
How Meta is Using AI to Improve its Advertising  InvestorsObserver

The Global Programmatic Display Advertising Market size is expected to reach $2772.7 billion by 2028, rising at a market growth of 31.9% CAGR during the forecast period - Yahoo Finance
The Global Programmatic Display Advertising Market size is expected to reach $2772.7 billion by 2028, rising at a market growth of 31.9% CAGR during the forecast period  Yahoo Finance

Instagram unveils two new advertising channels - MarTech
Instagram unveils two new advertising channels  MarTech

Generative AI Tools Threaten Big Tech's Digital Advertising ... - Law.com
Generative AI Tools Threaten Big Tech's Digital Advertising ...  Law.com

Lawmakers table bill to ban marijuana advertising - Montana Free Press
Lawmakers table bill to ban marijuana advertising  Montana Free Press

New York State Advertising Rules Effective Today - Lexology
New York State Advertising Rules Effective Today  Lexology

California's False Advertising Laws and the “On Sale” Price - Lexology
California's False Advertising Laws and the “On Sale” Price  Lexology

Tinuiti Wins Two 2022 Microsoft Advertising Partner Awards - PR Newswire
Tinuiti Wins Two 2022 Microsoft Advertising Partner Awards  PR Newswire

Greenwashing is not new, it's false advertising - ESG Clarity
Greenwashing is not new, it's false advertising  ESG Clarity

ConnectWise Wins Three Prestigious American Advertising ... - GlobeNewswire
ConnectWise Wins Three Prestigious American Advertising ...  GlobeNewswire

Almond Boards Generic Advertising Helps Private Brands - AG ... - AGInfo Ag Information Network
Almond Boards Generic Advertising Helps Private Brands - AG ...  AGInfo Ag Information Network

Staying Competitive Against Big Businesses: Best Practices for ... - Benzinga
Staying Competitive Against Big Businesses: Best Practices for ...  Benzinga

Digital Advertising Market is estimated to be US$ 697.10 billion by 2030 with a CAGR of 17.3% during the forecast period – BY PMI - Yahoo Finance
Digital Advertising Market is estimated to be US$ 697.10 billion by 2030 with a CAGR of 17.3% during the forecast period – BY PMI  Yahoo Finance

From VR To Car Commerce, 5G Is Transforming Advertising - AdExchanger
From VR To Car Commerce, 5G Is Transforming Advertising  AdExchanger

Joy Robins Named Global Chief Advertising Officer of The New York ... - The New York Times Company
Joy Robins Named Global Chief Advertising Officer of The New York ...  The New York Times Company

Colorado legislators debate pregnancy clinic advertising bill - FOX 31 Denver
Colorado legislators debate pregnancy clinic advertising bill  FOX 31 Denver

New In Microsoft Advertising: Target Shoppers By Browsing Categories With Keyword Boosters - Search Engine Roundtable
New In Microsoft Advertising: Target Shoppers By Browsing Categories With Keyword Boosters  Search Engine Roundtable

mobilads Announces New Data- Driven OOH Advertising Platform ... - PR Newswire
mobilads Announces New Data- Driven OOH Advertising Platform ...  PR Newswire

Netflix advertising tier nets first million - Broadband TV News
Netflix advertising tier nets first million  Broadband TV News

How AI chat search could disrupt online advertising - Marketplace
How AI chat search could disrupt online advertising  Marketplace

Pinterest Provides New Tips on Effective Pin Advertising Approaches - Social Media Today
Pinterest Provides New Tips on Effective Pin Advertising Approaches  Social Media Today

Media statements - Offensive advertising to be taken off the road - Media Statements
Media statements - Offensive advertising to be taken off the road  Media Statements

Hallaron Advertising Agency celebrating 20 years in 2023 - hellowoodlands.com
Hallaron Advertising Agency celebrating 20 years in 2023  hellowoodlands.com

NAD: Advertisers Must Substantiate Unpaid, Third-Party Claims ... - HBW Insight
NAD: Advertisers Must Substantiate Unpaid, Third-Party Claims ...  HBW Insight

Senior Meta advertising executive departs amid efficiency drive - The Economic Times
Senior Meta advertising executive departs amid efficiency drive  The Economic Times

FTC Issues Orders to Social Media and Video Streaming Platforms ... - Federal Trade Commission News
FTC Issues Orders to Social Media and Video Streaming Platforms ...  Federal Trade Commission News

Innovid Brings Data-Driven Personalization to Walmart's Demand ... - PR Newswire
Innovid Brings Data-Driven Personalization to Walmart's Demand ...  PR Newswire

Sam’s Club MAP Pioneers Omnichannel Attribution for Advertising - Martechcube
Sam’s Club MAP Pioneers Omnichannel Attribution for Advertising  Martechcube

Programmatic advertising Market 2023 is Booming Globally with Top ... - Digital Journal
Programmatic advertising Market 2023 is Booming Globally with Top ...  Digital Journal

Pixels Are Next to Face Tougher FTC Scrutiny - Adweek
Pixels Are Next to Face Tougher FTC Scrutiny  Adweek

The Art of Account Management: Matt Bonny on Knowing What ... - Little Black Book - LBBonline
The Art of Account Management: Matt Bonny on Knowing What ...  Little Black Book - LBBonline

Potential TikTok ban sends advertisers scrambling - Yahoo Finance
Potential TikTok ban sends advertisers scrambling  Yahoo Finance

Lamar Advertising (NASDAQ:LAMR) Shares Sold by First PREMIER ... - MarketBeat
Lamar Advertising (NASDAQ:LAMR) Shares Sold by First PREMIER ...  MarketBeat

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Mobiquity Technologies Unveils ATOS 2.0: A New and Improved ...  Benzinga

T-Mobile told to quit advertising umlaut-inspired 'most reliable' 5G - FierceWireless
T-Mobile told to quit advertising umlaut-inspired 'most reliable' 5G  FierceWireless

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Roger Williams University: Marketing Student Selected For ...  Patch

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Explore marketing and advertising Navasota Grimes County ...  The Navasota Examiner

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Spain Political Leaders at Odds Over Balearic Islands Casino ...  Casino.Org News

UK Advertising Standards Authority Notice Heating Advertisers - The National Law Review
UK Advertising Standards Authority Notice Heating Advertisers  The National Law Review

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NJ Lawmakers To Operators: Scale Back On Advertising  Sports Handle

Federal regulations that restrict unhealthy food and beverage ... - American Society for Nutrition
Federal regulations that restrict unhealthy food and beverage ...  American Society for Nutrition

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Opinion: Could Sports Betting Advertising Be Shackled?  Legal Sports Report

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JUUL false advertising $255M class action settlement  Top Class Actions

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High Five: Poetry in Advertising | LBBOnline  Little Black Book - LBBonline

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MarketCast Expands Brand Effect™ Ad Measurement Across ...  PR Newswire

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Retail, search and Amazon's $40bn 'advertising' business ...  Benedict Evans

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Study sheds light on concerning new trend in drug advertising ...  Science Daily

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Big Ten Announces Winter Academic All-Big Ten  Michigan State Athletics

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Gap Halts Its Ad Business to Focus on Supply Chain, Retail Programs  Business Insider

National Advertising Division's 2022 Annual Report: An Advertising ... - Lexology
National Advertising Division's 2022 Annual Report: An Advertising ...  Lexology

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Belgium: Rules on crypto advertising tighten  Lexology

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Is National CineMedia, Inc. (NCMI) Stock at the Top of the Advertising Agencies Industry?  InvestorsObserver

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Influencing the path to care with responsible advertising  Wolters Kluwer

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PlayMining offers companies new advertising initiative via in-game ...  NFTevening.com

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Why Gaming May Change All Aspects of Advertising and Media ...  BeetTV

PubMatic Partners with Proximic by Comscore, Giving Media Buyers... - comScore
PubMatic Partners with Proximic by Comscore, Giving Media Buyers...  comScore

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It's Time to Adapt: Digital Advertising Trends in 2023  MarTech Series

Engaging OB-GYNs with successful & contextual advertising - Wolters Kluwer
Engaging OB-GYNs with successful & contextual advertising  Wolters Kluwer

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Kim Kardashian Taps SZA for SKIMS' Latest Advertising Campaign  Digital Music News

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In-game advertising: A marketer's guide  MarTech

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Ads & Brands Law Digest: March 2023  Lewis Silkin

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MMS Launches Self-Serve Advertising Platform for Shahid  MENAFN.COM

Global Head of Microsoft Advertising steps down - Search Engine Land
Global Head of Microsoft Advertising steps down  Search Engine Land

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Why Virtual Product Placement Is Set to Steal the Advertising Spotlight  Adweek

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Advertising postcards are as collectible as ad covers  Linn's Stamp News

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Tuesday Sector Leaders: Trucking, Advertising Stocks  Nasdaq

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FTC to Ban BetterHelp from Revealing Consumers' Data, Including ...  Federal Trade Commission News

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Artscape Promotional Short Film Wins Two GOLD American ...  Mayor Brandon M. Scott

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Cable and satellite providers may have to advertise the true price of TV service  Engadget

Doctors make plea to stop advertising of prescription medicines ... - Stuff
Doctors make plea to stop advertising of prescription medicines ...  Stuff

Net Zero Claims in UK Advertising: What Companies Need to Know ... - Sidley Austin LLP
Net Zero Claims in UK Advertising: What Companies Need to Know ...  Sidley Austin LLP

Meta's AI and automation push could turn off advertising agencies - Insider Intelligence
Meta's AI and automation push could turn off advertising agencies  Insider Intelligence

Rule 8.3 - Mirriad Advertising Plc - GlobeNewswire
Rule 8.3 - Mirriad Advertising Plc  GlobeNewswire

Franchise Influencers: Kenny Reinbold, Director of Advertising ... - 1851 Franchise
Franchise Influencers: Kenny Reinbold, Director of Advertising ...  1851 Franchise

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FTC Approves Final Order against LCA-Vision, Halting Alleged Bait ...  Federal Trade Commission News

AI Advertising: The FTC Prepares for Battle - McDermott Will & Emery
AI Advertising: The FTC Prepares for Battle  McDermott Will & Emery

Austin plumbing company has unique advertising by spoofing well-known films - FOX 7 Austin
Austin plumbing company has unique advertising by spoofing well-known films  FOX 7 Austin

Correction: Direct Digital Holdings Reports Fourth Quarter & Full ... - PR Newswire
Correction: Direct Digital Holdings Reports Fourth Quarter & Full ...  PR Newswire

Your Dumb Little Advertising Tricks Won't Work on Me - The New Yorker
Your Dumb Little Advertising Tricks Won't Work on Me  The New Yorker

Belgium bans gambling advertising from July 1 - Reuters
Belgium bans gambling advertising from July 1  Reuters

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