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How To Write Kick-Ass, Profit Pulling Adverts For Your Business?


Doesn't that just grab you by the eyeballs and make you stop dead in your tracks? I mean it's a little harsh - grammatically speaking - but holy smokes, it does it have 'stopping power'...

Now I'll share with you a few secrets for creating good adverts. So let's dive right in because we're all busy people ;-)

First you need to be introduced AIDA.

- A stands for ATTENTION, as in get some or you lose your chance
- I stands for INTEREST, as in now keep me interested.
- D stands for DESIRE, as in ok, make me want what you've got.
- A stands for ACTION, because people need to take some for things to happen.

Got it? That's all there is to it?Easy right?

If it were that easy we'd all be rich and you wouldn't need marketing consultants like me. Truthfully, just invest a few thousand hours studying, read all the classic books on advertising that date as far back as 1920 (when advertising really became a science) and you'll have the subject down cold.

And on the off-chance you don't have that much free time, I'll give you some wickedly powerful pointers that will let you leapfrog over the other guys. So let's begin?

Headlines R Us (or is that You?)

It all starts with a headline. You know, the first thing the prospect sees. The title at the top of the page, that's the headline. The first few words they hear on the radio, that's a 'headline' too. Take this article for example, the headline was the first thing you saw. A good headline can almost stand alone and you just 'get it'. It's an advert for the advert.

Studies have shown the headline results in approximately 80% of the results. So the headline makes all the difference. In one test a changed headline improved response over 2000% (over 21 times!)

Here's an example of a really bad headline? YOUR COMPANY NAME

That's right, your company name is not a good headline. In fact your name, your contact details, how long you've been in business and all those other boring bits of data you often put at the top of adverts, is a waste of time?and money UNTIL the prospect wants to know who you are - only then are they important.

Next...Make Them An Offer They Can't Refuse

Then you have to make a good offer. Don't beat around the bush. People are busy, your headline stopped them, now they're looking - so make your pitch. Give them the best you've got. Make them an offer they can't refuse?

Describe the benefits of having your product or service in a way that the prospect can experience. Don't focus on the specific features - focus on benefits. People buy benefits. Here's an example:

[Feature] 1/4 Inch Masonry Drill Bit.

[Benefit] 1/4 Inch hole... Probably to hang a picture - so the real benefit was admiring the picture or proving to your spouse that you really are handy around the home...

Finally...Action!

And once you've helped them see themselves experiencing your product or service tell them what you want them to do - call, click or visit today. Or words to that effect. Remember, advertising that does anything other than sell is a waste of money for most of us - brand advertising is expensive.

Darn it...I've run out of time.

Because headlines are so critical to the success of your adverts I wanted to sign-off with this formula for a good headline: SINC (Self Interest, Curiosity & News).

If you can make the headline show the reader what's in it for them, make them curious to read more, and share something newsworthy you've likely got a winner on your hands.

Remember, the money is ALWAYS in the headline.

JAMES C. BURCHILL is a 20-year veteran entrepreneur and information technology executive who now provides strategic marketing consulting services to a select group of clients. He is a published author, a passionate advocate of technology and the Internet, as well as an avid study of classical advertising and marketing strategies (which he uses during 'Internet alchemy' experiments.) James is an expert in information and data management, Internet marketing and online networking. A self confessed 'information and technology enthusiast', James brings a wide range of valuable skills to any venture. Of singular note is James' ability to assimilate complex subject matter and produce clean clear 'easy-to-understand' messages. James has been interviewed many times and caused quite the media buzz when a client 'double-dog-dared' him to prove you can get front page coverage for $0. The details and that 'dumb stunt' are now part of eBay legend. Currently James lives in Ontario, Canada with his wife and family, their Siamese cat and one very nervous fish. Visit http://www.JamesBurchill.com for details.


Todays News by officejax free advertising and ad exchange solutionsMORE RESOURCES updated Mon. February / 10 / 2025

5 Super Bowl commercials that deserve places in the advertising hall of shame - The Conversation
5 Super Bowl commercials that deserve places in the advertising hall of shame  The Conversation

Does TV food advertising lead to obesity in children? Why some say Canada's rules are too lax — and are hurting our kids - Toronto Star
Does TV food advertising lead to obesity in children? Why some say Canada's rules are too lax — and are hurting our kids  Toronto Star

Nike Returns to Super Bowl Advertising To Revive Sales After 27-Year Gap - Benzinga
Nike Returns to Super Bowl Advertising To Revive Sales After 27-Year Gap  Benzinga

Heartland, nostalgia and AI: Super Bowl advertisers mine America's past and future - Reuters
  1. Heartland, nostalgia and AI: Super Bowl advertisers mine America's past and future  Reuters
  2. Super Bowl commercials rely on comedy and nostalgia to avoid potential missteps  The Associated Press
  3. How much do 2025 Super Bowl commercials cost? Here's the price tag on ads this year.  CBS News

Can World Cup 2026 match the advertising might of the Super Bowl? - The Athletic - The Athletic
Can World Cup 2026 match the advertising might of the Super Bowl? - The Athletic  The Athletic

Amazon's advertising business grew 18% in the fourth quarter - CNBC
Amazon's advertising business grew 18% in the fourth quarter  CNBC

Advertising Isn’t A Major Growth Driver For Top News Publishers - AdExchanger
Advertising Isn’t A Major Growth Driver For Top News Publishers  AdExchanger

Amazon Advertising Revenue Surges to $17.3B as ‘Thursday Night Football’ Sets Streaming Records - Hollywood Reporter
Amazon Advertising Revenue Surges to $17.3B as ‘Thursday Night Football’ Sets Streaming Records  Hollywood Reporter

Stagwell CEO: Journalism is being drained by overzealous brand safety censorship - Fortune
Stagwell CEO: Journalism is being drained by overzealous brand safety censorship  Fortune

Elon Musk's X has signed up a new adtech partner as it looks to bring on more advertisers - Business Insider
Elon Musk's X has signed up a new adtech partner as it looks to bring on more advertisers  Business Insider

Google: annual advertising revenue 2001-2024 - Statista
Google: annual advertising revenue 2001-2024  Statista

The shocking figure that Patrick Mahomes earns from Super Bowl advertising - Marca English
The shocking figure that Patrick Mahomes earns from Super Bowl advertising  Marca English

Families buy more sugary cereal if advertising targets kids, not adults - NPR
Families buy more sugary cereal if advertising targets kids, not adults  NPR

The NEWSMakers Podcast: Google Advertising - ACHR NEWS
The NEWSMakers Podcast: Google Advertising  ACHR NEWS

The Conversation: Five Super Bowl Commercials That Deserve Places in the Advertising Hall of Shame - University of Tennessee, Knoxville - News
The Conversation: Five Super Bowl Commercials That Deserve Places in the Advertising Hall of Shame  University of Tennessee, Knoxville - News

Carl’s Jr. Returns to Racy Advertising Years After It Abandoned ‘Bikinis and Burgers’ - The Wall Street Journal
Carl’s Jr. Returns to Racy Advertising Years After It Abandoned ‘Bikinis and Burgers’  The Wall Street Journal

Valve ban advertising-based business models on Steam, no forced adverts like in mobile games - GamingOnLinux
Valve ban advertising-based business models on Steam, no forced adverts like in mobile games  GamingOnLinux

OpenAI To Make Super Bowl Advertising Debut With First-Ever TV Commercial - NewsX
OpenAI To Make Super Bowl Advertising Debut With First-Ever TV Commercial  NewsX

Amazon Advertising Raked In $17 Billion During Q4, And It’s Still Speeding Up - AdExchanger
Amazon Advertising Raked In $17 Billion During Q4, And It’s Still Speeding Up  AdExchanger

Forbes reporter: Most large American crypto companies will not advertise during the Super Bowl this year - chaincatcher.com
Forbes reporter: Most large American crypto companies will not advertise during the Super Bowl this year  chaincatcher.com

Starbucks says ‘Hello Again’ by advertising around the Super Bowl - Marketing Dive
Starbucks says ‘Hello Again’ by advertising around the Super Bowl  Marketing Dive

Super Bowl LVIII, Cannabis, and the NFL: Why Cannabis Brands Like Silly Nice Can’t Advertise—And Why That’s Wack - stupidDOPE.com
Super Bowl LVIII, Cannabis, and the NFL: Why Cannabis Brands Like Silly Nice Can’t Advertise—And Why That’s Wack  stupidDOPE.com

Want to watch Super Bowl 2025 commercials early? These ads are already live. - CBS News
Want to watch Super Bowl 2025 commercials early? These ads are already live.  CBS News

Super Bowl advertising revenue 2003-2024 - Statista
Super Bowl advertising revenue 2003-2024  Statista

SIU advertising expert: Celebrities, nostalgia and AI highlight Super Bowl ads - SIU News
SIU advertising expert: Celebrities, nostalgia and AI highlight Super Bowl ads  SIU News

Amazon’s bet on Prime Video ads pays off as advertiser pool widens - Marketing Dive
Amazon’s bet on Prime Video ads pays off as advertiser pool widens  Marketing Dive

Major U.S. Crypto Companies to Miss Advertising at Super Bowl LIX - Blockchain.News
Major U.S. Crypto Companies to Miss Advertising at Super Bowl LIX  Blockchain.News

Gordon Jones from Comscore: Developing pilot program to unify advertising ratings for TV and OTT - PRODU
Gordon Jones from Comscore: Developing pilot program to unify advertising ratings for TV and OTT  PRODU

Mascot embrace, celeb overload and metatextual advertising: Trends dominating this year’s Super Bowl ads - Digiday
Mascot embrace, celeb overload and metatextual advertising: Trends dominating this year’s Super Bowl ads  Digiday

Super Bowl advertising costs revealed including the staggering fee for 30-second advert - SPORTbible
Super Bowl advertising costs revealed including the staggering fee for 30-second advert  SPORTbible

Heartland, nostalgia and AI: Super Bowl advertisers mine America's past and future By Reuters - Investing.com
Heartland, nostalgia and AI: Super Bowl advertisers mine America's past and future By Reuters  Investing.com

Who Will Be Advertising In Super Bowl LIX? Here’s A Partial List - Forbes
Who Will Be Advertising In Super Bowl LIX? Here’s A Partial List  Forbes

Super Bowl 2025: Three-Peat on the line and expectations for audience and advertising investment records - Entreprenerd
Super Bowl 2025: Three-Peat on the line and expectations for audience and advertising investment records  Entreprenerd

New+Orleans-based+advertising+agency+rebrands+after+27+years - New Orleans CityBusiness
New+Orleans-based+advertising+agency+rebrands+after+27+years  New Orleans CityBusiness

Super Bowl: Which brands spend the most on advertising? - Revista Merca2.0
Super Bowl: Which brands spend the most on advertising?  Revista Merca2.0

Controversial industry has 3 Super Bowl commercials this year - TheStreet
Controversial industry has 3 Super Bowl commercials this year  TheStreet

Delaware's Carvertise to bring new advertising experience to Super Bowl - Delaware Business Times
Delaware's Carvertise to bring new advertising experience to Super Bowl  Delaware Business Times

Advertising Startup StackAdapt Snags Massive $235M Round - Crunchbase News
Advertising Startup StackAdapt Snags Massive $235M Round  Crunchbase News

6 B2B paid media platforms where you can advertise effectively - MarTech
6 B2B paid media platforms where you can advertise effectively  MarTech

Retail media networks are becoming a bigger part of the Super Bowl advertising puzzle - Modern Retail
Retail media networks are becoming a bigger part of the Super Bowl advertising puzzle  Modern Retail

Another View: Senator calls for Big Pharma to disclose prices on drug advertisements - Marin Independent Journal
Another View: Senator calls for Big Pharma to disclose prices on drug advertisements  Marin Independent Journal

Snap beats profit estimates on advertising platform strength - Reuters
Snap beats profit estimates on advertising platform strength  Reuters

Disney's Andrew Messina on Creating Unforgettable Brand Moments - Adweek
Disney's Andrew Messina on Creating Unforgettable Brand Moments  Adweek

OpenAI to debut first Super Bowl ad, joining rivals Google and Meta in AI advertising race - WION
OpenAI to debut first Super Bowl ad, joining rivals Google and Meta in AI advertising race  WION

Education Workers Launch New Videos, $1.4 Million Advertising Campaign - Business Wire
Education Workers Launch New Videos, $1.4 Million Advertising Campaign  Business Wire

2024 truth-in-advertising roundup: Notable takeaways for the year ahead - SupplySide Supplement Journal
2024 truth-in-advertising roundup: Notable takeaways for the year ahead  SupplySide Supplement Journal

Astronomers seek global ban on space advertising - SpaceNews
Astronomers seek global ban on space advertising  SpaceNews

Global Meta advertising revenue 2024 - Statista
Global Meta advertising revenue 2024  Statista

Looking to expand your online presence? Glenside Local can help you advertise - Glenside Local
Looking to expand your online presence? Glenside Local can help you advertise  Glenside Local

Fox’s final offer to advertisers: $500K for a :15 ad during the Super Bowl — on Tubi - Digiday
Fox’s final offer to advertisers: $500K for a :15 ad during the Super Bowl — on Tubi  Digiday

Arthur Sadoun on Publicis Groupe becoming advertising’s biggest holding company (for now) - The Drum
Arthur Sadoun on Publicis Groupe becoming advertising’s biggest holding company (for now)  The Drum

How Apple’s ‘1984’ Super Bowl commercial changed advertising forever - CNN
How Apple’s ‘1984’ Super Bowl commercial changed advertising forever  CNN

Scott Pressures FCC to Prevent TEMU And Other Chinese Companies From Advertising During the Super Bowl - The Floridian
Scott Pressures FCC to Prevent TEMU And Other Chinese Companies From Advertising During the Super Bowl  The Floridian

Iraq sues Lexus over advertisement at historic site - bne IntelliNews
Iraq sues Lexus over advertisement at historic site  bne IntelliNews

FTC Closes Two "Made In USA" Inquiries - Advertising, Marketing & Branding - United States - Mondaq News Alerts
FTC Closes Two "Made In USA" Inquiries - Advertising, Marketing & Branding - United States  Mondaq News Alerts

As FCC Chairman Announces an Investigation into Alleged PBS and NPR Advertising, a Look at the Underwriting Requirements for All Noncommercial Broadcast Stations - Broadcast Law Blog
As FCC Chairman Announces an Investigation into Alleged PBS and NPR Advertising, a Look at the Underwriting Requirements for All Noncommercial Broadcast Stations  Broadcast Law Blog

Breaking into the big game: Tips for first-time Super Bowl advertisers - Marketing Dive
Breaking into the big game: Tips for first-time Super Bowl advertisers  Marketing Dive

Does the Super Bowl offer enough bang for its hefty advertising buck? - The Hustle
Does the Super Bowl offer enough bang for its hefty advertising buck?  The Hustle

Carl’s Jr. Returns To Racy Advertising Years After It Abandoned ‘Bikinis And Burgers’ - TV News Check
Carl’s Jr. Returns To Racy Advertising Years After It Abandoned ‘Bikinis And Burgers’  TV News Check

Elon Musk's X sues Lego, Shell, more companies over advertising 'boycott' from platform - USA TODAY
Elon Musk's X sues Lego, Shell, more companies over advertising 'boycott' from platform  USA TODAY

Schibsted ASA (SBSNF) Q4 2024 Earnings Call Highlights: Revenue Growth Amid Advertising Challenges - Yahoo Finance
Schibsted ASA (SBSNF) Q4 2024 Earnings Call Highlights: Revenue Growth Amid Advertising Challenges  Yahoo Finance

50 Brands Will Advertise At Super Bowl 2025: Here’s The Full Commercial Lineup - Forbes
50 Brands Will Advertise At Super Bowl 2025: Here’s The Full Commercial Lineup  Forbes

Flyers advertising far-right Proud Boys group found in driveways in Coventry - WLNE-TV (ABC6)
Flyers advertising far-right Proud Boys group found in driveways in Coventry  WLNE-TV (ABC6)

Elon Musk's X accuses brand giants like Tyson Foods of participating in advertising boycott - KFSM 5Newsonline
Elon Musk's X accuses brand giants like Tyson Foods of participating in advertising boycott  KFSM 5Newsonline

City of Newton Advertising For Manager of New Clubhouse at City Golf Course - KNIA KRLS Radio
City of Newton Advertising For Manager of New Clubhouse at City Golf Course  KNIA KRLS Radio

Puppy Bowl is the Super Bowl for some advertisers - Quartz
Puppy Bowl is the Super Bowl for some advertisers  Quartz

Netflix’s next phase of advertising growth hinges on in-house ad tech - Marketing Dive
Netflix’s next phase of advertising growth hinges on in-house ad tech  Marketing Dive

Samsung and Cielo Partner to Redefine Retail Advertising with AI-Powered Digital Signage Technology - rAVe [PUBS]
Samsung and Cielo Partner to Redefine Retail Advertising with AI-Powered Digital Signage Technology  rAVe [PUBS]

Warner Bros. Discovery Names New U.S. Advertising Sales Chiefs - Hollywood Reporter
Warner Bros. Discovery Names New U.S. Advertising Sales Chiefs  Hollywood Reporter

From Dad Energy to Pickleball Hustlers and AI, Super Bowl Advertising Promises Entertainment - Inc.
From Dad Energy to Pickleball Hustlers and AI, Super Bowl Advertising Promises Entertainment  Inc.

Digital video advertising spending in the U.S. 2019-2024 - Statista
Digital video advertising spending in the U.S. 2019-2024  Statista

Is Gambling Advertising Restriction The Optimal Solution Or A Conflict Starter? - Washington City Paper
Is Gambling Advertising Restriction The Optimal Solution Or A Conflict Starter?  Washington City Paper

Elon Musk's X sues Lego, Nestlé and more brands, accusing them of advertising boycott - NPR
Elon Musk's X sues Lego, Nestlé and more brands, accusing them of advertising boycott  NPR

Magnite to help boost advertising on Musk's X - report (MGNI:NASDAQ) - Seeking Alpha
Magnite to help boost advertising on Musk's X - report (MGNI:NASDAQ)  Seeking Alpha

Super Bowl Food Fight: Glut of Grocery Commercials Will Push Viewers to Eat, Eat, Eat - Variety
Super Bowl Food Fight: Glut of Grocery Commercials Will Push Viewers to Eat, Eat, Eat  Variety

SIU advertising expert: Celebrities, nostalgia and AI highlight Super Bowl ads - The Southern
SIU advertising expert: Celebrities, nostalgia and AI highlight Super Bowl ads  The Southern

Interactive artificial intelligence in advertising - WGN Radio - Chicago
Interactive artificial intelligence in advertising  WGN Radio - Chicago

Average cost of a 30-second Super Bowl TV commercial in the United States from 2002 to 2025 - Statista
Average cost of a 30-second Super Bowl TV commercial in the United States from 2002 to 2025  Statista

Marketing Briefing: Why marketers are taking a 'lighter approach' to Super Bowl advertising this year - Digiday
Marketing Briefing: Why marketers are taking a 'lighter approach' to Super Bowl advertising this year  Digiday

Meta’s AI tools attract more advertisers as tech enters ‘defining’ year - Marketing Dive
Meta’s AI tools attract more advertisers as tech enters ‘defining’ year  Marketing Dive

Creative ads should be for life, not just the Super Bowl - Creative Bloq
Creative ads should be for life, not just the Super Bowl  Creative Bloq

Snapchat Hits 453M Daily Active Users As Advertising Revenue Grows - Hollywood Reporter
Snapchat Hits 453M Daily Active Users As Advertising Revenue Grows  Hollywood Reporter

Your View: The power of brand advertising goes beyond increasing sales - The Morning Call
Your View: The power of brand advertising goes beyond increasing sales  The Morning Call

Now Streaming: Disney reports Q1 DTC advertising revenue down 2% - TipRanks
Now Streaming: Disney reports Q1 DTC advertising revenue down 2%  TipRanks

InspiRAYtion Twenty - pearls before swine - Storyboard18
InspiRAYtion Twenty - pearls before swine  Storyboard18

Pluto TV signed with programmatic advertising partners - PRODU
Pluto TV signed with programmatic advertising partners  PRODU

YouTube Advertising Revenues Surge Past $10.5B in Latest Quarter - Hollywood Reporter
YouTube Advertising Revenues Surge Past $10.5B in Latest Quarter  Hollywood Reporter

Sports Media Inc. Introduces New Advertising Tools to Empower Brands for Sporting Events - EIN News
Sports Media Inc. Introduces New Advertising Tools to Empower Brands for Sporting Events  EIN News

Aliens, sloths and silliness: Super Bowl ads offer laughs, celebs and surprises to win over viewers - The Associated Press
Aliens, sloths and silliness: Super Bowl ads offer laughs, celebs and surprises to win over viewers  The Associated Press

How Going to Commercial During the Super Bowl Works - The New York Times
How Going to Commercial During the Super Bowl Works  The New York Times

The Super Bowl ad recipe for politically charged 2025: humor, nostalgia, and a generous helping of A-list celebrities - Business Insider
The Super Bowl ad recipe for politically charged 2025: humor, nostalgia, and a generous helping of A-list celebrities  Business Insider

Instacart Super Bowl Commercial Bets On Advertising's Toughest Celebrities: Madison Ave. Mascots - MSN
Instacart Super Bowl Commercial Bets On Advertising's Toughest Celebrities: Madison Ave. Mascots  MSN

Heartland, nostalgia and AI: Super Bowl advertisers mine America's past and future - MSN
Heartland, nostalgia and AI: Super Bowl advertisers mine America's past and future  MSN

Confused about nuclear energy? The fossil fuel industry is trying to mislead women - Women's Agenda
Confused about nuclear energy? The fossil fuel industry is trying to mislead women  Women's Agenda

Elon Musk's X is suing more advertisers over ad 'boycott' - Business Insider
Elon Musk's X is suing more advertisers over ad 'boycott'  Business Insider

DailyMotion Revolutionizes Digital Advertising with AI-Powered Predictive Targeting - PRODU
DailyMotion Revolutionizes Digital Advertising with AI-Powered Predictive Targeting  PRODU

StackAdapt secures $235M to redefine advertising with AI and automation - Tech Funding News
StackAdapt secures $235M to redefine advertising with AI and automation  Tech Funding News

Custom Cadillac Ice Cream Hauler Is Just Part Of Häagen-Dazs' Super Bowl Advertising - TopSpeed
Custom Cadillac Ice Cream Hauler Is Just Part Of Häagen-Dazs' Super Bowl Advertising  TopSpeed

Famous Faces, First-Time Advertisers Among This Year’s Super Bowl Ads - Arkansas Money & Politics
Famous Faces, First-Time Advertisers Among This Year’s Super Bowl Ads  Arkansas Money & Politics

X Adds Nestlé, Lego, Shell, and Others to Advertising 'Boycott' Lawsuit - Adweek
X Adds Nestlé, Lego, Shell, and Others to Advertising 'Boycott' Lawsuit  Adweek

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