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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 / 28 / 2024

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Amazon's Advertising Unit Hit With Another Round of Layoffs  Business Insider

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How Google's entry into in-game advertising puts a spotlight on an industry in flux  Digiday

UK comedian forced to remove hot dog from subway poster due to ban on advertising junk food - Fox News
UK comedian forced to remove hot dog from subway poster due to ban on advertising junk food  Fox News

AI advertising start-up valued at $4bn after fundraising - Financial Times
AI advertising start-up valued at $4bn after fundraising  Financial Times

Revolutionary Retail Data Rewrites The Future Of Advertising - Forbes
Revolutionary Retail Data Rewrites The Future Of Advertising  Forbes

Tesla starts advertising campaign on Cars.com - TESLARATI
Tesla starts advertising campaign on Cars.com  TESLARATI

No joke: UK comedian told to remove hot dog from subway poster over junk food ban - The Associated Press
No joke: UK comedian told to remove hot dog from subway poster over junk food ban  The Associated Press

Facebook secretly spied on Snapchat usage to confuse advertisers, court docs say - Ars Technica
Facebook secretly spied on Snapchat usage to confuse advertisers, court docs say  Ars Technica

23 Gen Z advertising and marketing leaders - Ad Age
23 Gen Z advertising and marketing leaders  Ad Age

Why Advertisers Claim Meta Owes $7 Billion in Damages - Adweek
Why Advertisers Claim Meta Owes $7 Billion in Damages  Adweek

Regulatory compliance for life sciences advertising: Challenges and opportunities in a changing global environment ... - Ropes & Gray LLP
Regulatory compliance for life sciences advertising: Challenges and opportunities in a changing global environment ...  Ropes & Gray LLP

Shanghai Introduces New Guidelines for Cosmetic Advertising - China Briefing
Shanghai Introduces New Guidelines for Cosmetic Advertising  China Briefing

Popular 'Bent Chetler' Ski Used By Canadian Internet Provider For Advertising - Powder Magazine
Popular 'Bent Chetler' Ski Used By Canadian Internet Provider For Advertising  Powder Magazine

Streaming, Politics Star In Magna 2024 US Ad Forecast - AdExchanger
Streaming, Politics Star In Magna 2024 US Ad Forecast  AdExchanger

New Zealand's top 20 highest spending advertisers of 2023 revealed in latest Nielsen Ad Intel report - Nielsen
New Zealand's top 20 highest spending advertisers of 2023 revealed in latest Nielsen Ad Intel report  Nielsen

Evok Advertising Releases New Blog on Building a Social Media Marketing Strategy for Brand Growth - EIN News
Evok Advertising Releases New Blog on Building a Social Media Marketing Strategy for Brand Growth  EIN News

Does Your Small Business Need to Advertise on Truth Social? This Ad Expert Says No | Inc.com - Inc.
Does Your Small Business Need to Advertise on Truth Social? This Ad Expert Says No | Inc.com  Inc.

Advertising & Promotion for Medical Products Conference - Food and Drug Law Institute
Advertising & Promotion for Medical Products Conference  Food and Drug Law Institute

GroupM Commits to Double Media Investment in Annual Women's Sports Advertising Opportunities - GroupM
GroupM Commits to Double Media Investment in Annual Women's Sports Advertising Opportunities  GroupM

Greenbids & The GoodNet Unite to Integrate Ethical Metrics in Programmatic Advertising - ExchangeWire
Greenbids & The GoodNet Unite to Integrate Ethical Metrics in Programmatic Advertising  ExchangeWire

Revolutionizing Digital Advertising: Inside Everyworld's Game-Changing Model - hackernoon.com
Revolutionizing Digital Advertising: Inside Everyworld's Game-Changing Model  hackernoon.com

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Advertising can find its mojo again  The Media Leader

Changing the Game: How Games Advertising Powers Performance - IAB
Changing the Game: How Games Advertising Powers Performance  IAB

New US Bill Targets Restrictions on Advertising, Deposits and AI in the Gaming Industry - Yonkers Times
New US Bill Targets Restrictions on Advertising, Deposits and AI in the Gaming Industry  Yonkers Times

Candidates’ disregard of X advertising ban may lead to rights violations ahead of local elections - TurkishMinute
Candidates’ disregard of X advertising ban may lead to rights violations ahead of local elections  TurkishMinute

GALE NAMED ADVERTISING AGENCY OF THE YEAR BY CAMPAIGN U.S. - InvestorsObserver
GALE NAMED ADVERTISING AGENCY OF THE YEAR BY CAMPAIGN U.S.  InvestorsObserver

U.S. Ad Forecast for 2024 Raised on Improved Economic Outlook, Digital Media Momentum - Hollywood Reporter
U.S. Ad Forecast for 2024 Raised on Improved Economic Outlook, Digital Media Momentum  Hollywood Reporter

A robot lawn mower eschews springtime advertising to stand out - The Media Leader
A robot lawn mower eschews springtime advertising to stand out  The Media Leader

Brands report a rise in imposter advertisers on platforms like Meta & TikTok - Modern Retail
Brands report a rise in imposter advertisers on platforms like Meta & TikTok  Modern Retail

Russian media advertising market grows 'fantastically' — RealnoeVremya.com - Realnoe vremya
Russian media advertising market grows 'fantastically' — RealnoeVremya.com  Realnoe vremya

Sing Tao House to be renovated into new advertising firm - The Post
Sing Tao House to be renovated into new advertising firm  The Post

The New Paradigm of Advertising Sees Content Patterns Changing - Grit Daily
The New Paradigm of Advertising Sees Content Patterns Changing  Grit Daily

CFPB Flags False Advertising Risk For Money Transfer Firms - Law360
CFPB Flags False Advertising Risk For Money Transfer Firms  Law360

All-conquering Publicis snaffles Pfizer creative from IPG - More About Advertising
All-conquering Publicis snaffles Pfizer creative from IPG  More About Advertising

GenAI in advertising: The Brandtech Group snaps $115M funding, hits $4B valuation — TFN - Tech Funding News
GenAI in advertising: The Brandtech Group snaps $115M funding, hits $4B valuation — TFN  Tech Funding News

Leftist Student Tries To Erase Advertisement For YAF Screening Of 'Lady Ballers,' Claims It's 'Against Women' - The Daily Wire
Leftist Student Tries To Erase Advertisement For YAF Screening Of 'Lady Ballers,' Claims It's 'Against Women'  The Daily Wire

Political Advertising in the Era of Artificial Intelligence: What Lies Ahead? - WLS
Political Advertising in the Era of Artificial Intelligence: What Lies Ahead?  WLS

Advertising breach warning for Eredivisie football club – ISA-GUIDE - isa-guide.de
Advertising breach warning for Eredivisie football club – ISA-GUIDE  isa-guide.de

T-Mobile NAD Challenge of Charter Advertising Results in Referral to FTC Upon Charter Declining to Participate - JD Supra
T-Mobile NAD Challenge of Charter Advertising Results in Referral to FTC Upon Charter Declining to Participate  JD Supra

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Happy Hemp CBD Gummies - Sweet Relief - CBD Marketing & Advertising  ECOWAS

Mobile Advertising 2024 - eMarketer
Mobile Advertising 2024  eMarketer

Blackston Financial Advisory Group LLC Takes $360000 Position in Lamar Advertising (NASDAQ:LAMR) - Defense World
Blackston Financial Advisory Group LLC Takes $360000 Position in Lamar Advertising (NASDAQ:LAMR)  Defense World

Triton Digital Acquires Sounder, Enhancing Audio Advertising Capabilities - Business Wire
Triton Digital Acquires Sounder, Enhancing Audio Advertising Capabilities  Business Wire

Ph.D. alum wins dissertation award, promoting women and diversity in advertising - UNC Hussman School of Journalism and Media
Ph.D. alum wins dissertation award, promoting women and diversity in advertising  UNC Hussman School of Journalism and Media

Digital advertising: key updates for businesses (March 2024) - Lexology
Digital advertising: key updates for businesses (March 2024)  Lexology

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Advertising Agency 2024: Gale  Campaign US

Tunnl Audience Intelligence Platform Launches Self-Serve TV Rating Feature for Linear TV Advertisers - Yahoo Finance
Tunnl Audience Intelligence Platform Launches Self-Serve TV Rating Feature for Linear TV Advertisers  Yahoo Finance

The Future of Advertising is Scary. | by Lawrence Ozeh | Mar, 2024 - DataDrivenInvestor
The Future of Advertising is Scary. | by Lawrence Ozeh | Mar, 2024  DataDrivenInvestor

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Here's Why Lamar Advertising Company (LAMR) Rose in Q4  Yahoo Finance

HOAX: These posts on Facebook advertising jobs at Quickmart Supermarket are fraudulent - PesaCheck
HOAX: These posts on Facebook advertising jobs at Quickmart Supermarket are fraudulent  PesaCheck

Measured solves advertising’s walled garden problem - Martechcube
Measured solves advertising’s walled garden problem  Martechcube

Google Ads Suspended 90% More Advertisers This Year Than Last & Removed 5.5 Billion Ads - Search Engine Roundtable
Google Ads Suspended 90% More Advertisers This Year Than Last & Removed 5.5 Billion Ads  Search Engine Roundtable

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Advertising Agency TRG Seeks To Offload Office Space in Dallas' Deep Ellum Neighborhood  CoStar Group

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Introducing Kognitiv Amplify: AI-based AdTech Tool  AiThority

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This Brazilian Brand Uses People to Advertise Its Sun Cream | LBBOnline  Little Black Book - LBBonline

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Meet the digital David taking on the Google Goliath  The Economist

Mikhail Parakhin, head of Microsoft Bing Search and Microsoft Advertising steps down - Search Engine Land
Mikhail Parakhin, head of Microsoft Bing Search and Microsoft Advertising steps down  Search Engine Land

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Navigating the Future of Media & Advertising Technology: A Call to Action  MediaVillage

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InfoSum, Experian’s innovation for auto advertisers’ audience strategy  Martechcube

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Is Google Moving Fast Enough To Put Advertising In AI Chatbot Search?  Investor's Business Daily

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Can you guess what these retro advertisements on ''The Andy Griffith Show'' are selling?  MeTV

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Why the joys of real-world advertising still can't be recreated by AI or screens  The Drum

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K&L Gates commercial litigator takes advertising expertise to Venable  World Intellectual Property Review

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Advertising giant GroupM pledges to double spending on women’s sports  Awful Announcing

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Seedtag Launches Contextual TV, a First-of-its-Kind Solution for CTV Advertisers  PR Newswire

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Alameda County District Attorney Pamela Price’s Office joins in $17.75 million settlement agreement with Mariner ...  IndiaPost.com

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ADVERTISING: Advertorial — Decoding food labels: Part II  Coeur d'Alene Press

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CFPB Issues Warning to Remittance Transfer Providers Over False Advertising  MarketWatch

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Top ad guru Martin Sorrell downplays chances of Trump's Truth Social capturing serious market share  CNBC

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EU Court Upholds Tech Rules: Amazon Loses Battle Over Advertising Clause  PYMNTS.com

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The most innovative advertising and marketing companies of 2024  Fast Company

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Adalytics report exposes the intricacies of made-for-advertising sites  Digiday

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AI Is Revolutionizing Targeted Advertising — Here Are The Ethical Implications You Need to Consider  Entrepreneur

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Dutch court rules KLM advertising campaign was “greenwashing”  Kennedys Law

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Tribeca Festival Expands Its X Programming and Awards for Advertisers  Adweek

Audacy: Cross-Platform Audio Listeners Boost Results For Advertisers. - Insideradio.com
Audacy: Cross-Platform Audio Listeners Boost Results For Advertisers.  Insideradio.com

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Microsoft Bing Search And Microsoft Advertising Lead Steps Down, Confirmed 03/27/2024  MediaPost Communications

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Our 2023 Ads Safety Report  The Keyword | Google Product and Technology News

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Meta advertising: 5 best practices for 2024  Search Engine Land

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The Impact of Online Gambling on Football Sponsorship and Advertising  TheSpread.com

Google highlights the impact of GenAI in digital advertising in its latest ads safety report - YourStory
Google highlights the impact of GenAI in digital advertising in its latest ads safety report  YourStory

In-Video-Game Ad Spend to Reach $11.5 Billion by 2027 - Variety
In-Video-Game Ad Spend to Reach $11.5 Billion by 2027  Variety

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How To Thrive In Cannabis Advertising, Mastering The Market With Lauren White Of VDX.tv  Benzinga

Triton Digital Buys Sounder In Move To Enhance Its Audio Advertising Capabilities. - Insideradio.com
Triton Digital Buys Sounder In Move To Enhance Its Audio Advertising Capabilities.  Insideradio.com

Elon Musk's Tesla returns to Facebook to launch ads amid sales slump - Quartz
Elon Musk's Tesla returns to Facebook to launch ads amid sales slump  Quartz

MAA Ad of the Week: BA’s Avios from Uncommon - More About Advertising
MAA Ad of the Week: BA’s Avios from Uncommon  More About Advertising

5 Best Digital Billboard Advertising Companies (March 2024) - Unite.AI
5 Best Digital Billboard Advertising Companies (March 2024)  Unite.AI

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Is lovingly crafted, homemade advertising Adam Buxton's podcasting secret?  The Drum

HOAX: This poster advertising jobs for drivers at Victory Farms is a scam - PesaCheck
HOAX: This poster advertising jobs for drivers at Victory Farms is a scam  PesaCheck

EU introduces new rules on transparency and targeting of political advertising - Présidence française du Conseil de l'Union européenne 2022
EU introduces new rules on transparency and targeting of political advertising  Présidence française du Conseil de l'Union européenne 2022

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Smarter ads, better results: The next era of digital advertising  Think with Google

Tesla Has Started Advertising On Facebook And Instagram - CarScoops
Tesla Has Started Advertising On Facebook And Instagram  CarScoops

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Pioneering a New Era of University Advertising: Nickelytics and Starship Robots Partnership Launches at Two US ...  WICZ

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Temu and Shein Are the 'Jaws' of Digital Advertising  The Business of Fashion

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ARS Advertising Completes Acquisition of Manifest  GlobeNewswire

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CPG Will Reshape Marketing Strategies In 2024  Forbes

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JioCinema Brand Spotlight elevates IPL advertising landscape | Advertising  Campaign India

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Snapchat Introduces Sponsored AR Filters for Advertisers  XR Today

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Adobe's new GenStudio platform is an AI factory for advertisers  The Verge

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