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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 Tue. March / 28 / 2023

The TV Advertising Market Is Slumping, But Sports Ads Are Booming - Hollywood Reporter
The TV Advertising Market Is Slumping, But Sports Ads Are Booming  Hollywood Reporter

How ChatGPT Is Prompting Advertising Strategists To Think Different - The Drum
How ChatGPT Is Prompting Advertising Strategists To Think Different  The Drum

Snap Taps Former Microsoft Head of Advertising Rob Wilk as President of Americas - Variety
Snap Taps Former Microsoft Head of Advertising Rob Wilk as President of Americas  Variety

Advertising spending expected to grow this year despite economic uncertainty - Greater Baton Rouge Business Report
Advertising spending expected to grow this year despite economic uncertainty  Greater Baton Rouge Business Report

What to watch for in TV advertising's 2023 upfront market - Digiday
What to watch for in TV advertising's 2023 upfront market  Digiday

ChatGPT and Generative AI in Media and Advertising - Insider Intelligence
ChatGPT and Generative AI in Media and Advertising  Insider Intelligence

Entrepreneur Gary Vaynerchuk Says More Bang For The Buck Comes From Advertising On Radio. - Inside Radio
Entrepreneur Gary Vaynerchuk Says More Bang For The Buck Comes From Advertising On Radio.  Inside Radio

From Eugenics to Targeted Advertising: The Dark Role of Data in Sorting Humanity - Literary Hub
From Eugenics to Targeted Advertising: The Dark Role of Data in Sorting Humanity  Literary Hub

US Justice Dept's Google advertising case gets fast-paced schedule - Reuters
US Justice Dept's Google advertising case gets fast-paced schedule  Reuters

U.S. Advertising Growth Forecast Cut Slightly for 2023 - Hollywood Reporter
U.S. Advertising Growth Forecast Cut Slightly for 2023  Hollywood Reporter

Pinterest Rises on Better Advertising Potential - TipRanks
Pinterest Rises on Better Advertising Potential  TipRanks

Pinterest CEO Bill Ready Impresses Investors with New Advertising ... - Observer
Pinterest CEO Bill Ready Impresses Investors with New Advertising ...  Observer

Pinterest Stock Rises on Upgrade as Advertising Technology Seen Boosting Growth - Barron's
Pinterest Stock Rises on Upgrade as Advertising Technology Seen Boosting Growth  Barron's

Advertising Research Group Wants To Replace TV Households - Forbes
Advertising Research Group Wants To Replace TV Households  Forbes

A May grad asks about a career in advertising - Boston.com
A May grad asks about a career in advertising  Boston.com

Contextual Advertising Global Market to Reach $562.1 Billion by 2030: Contextual Advertising and Personalization Evolve into Critical Aspects in Building a Comprehensive Ad Campaign Strategy - Yahoo Finance
Contextual Advertising Global Market to Reach $562.1 Billion by 2030: Contextual Advertising and Personalization Evolve into Critical Aspects in Building a Comprehensive Ad Campaign Strategy  Yahoo Finance

Manager, Sponsorship and Advertising, Cityside - Oaklandside
Manager, Sponsorship and Advertising, Cityside  Oaklandside

Edtech should raise the bar for education advertising | Mint - Mint
Edtech should raise the bar for education advertising | Mint  Mint

HCBI board members learn about digital advertising opportunity - huntingdondailynews.com
HCBI board members learn about digital advertising opportunity  huntingdondailynews.com

FTC Cracks Down on BetterHelp’s Sharing of Health Information for ... - JD Supra
FTC Cracks Down on BetterHelp’s Sharing of Health Information for ...  JD Supra

Blurred lines – when celebrity endorsements can lead to claims of ... - JD Supra
Blurred lines – when celebrity endorsements can lead to claims of ...  JD Supra

New York City buys billboards in southern cities advertising its abortion access - The American Independent
New York City buys billboards in southern cities advertising its abortion access  The American Independent

Anzu: Advertising in Games is Easier Than You Think – Beet.TV - BeetTV
Anzu: Advertising in Games is Easier Than You Think – Beet.TV  BeetTV

Geico, Allstate lead the insurance industry in advertising spending cuts - Insider Intelligence
Geico, Allstate lead the insurance industry in advertising spending cuts  Insider Intelligence

Montana Senators Reject House-Passed Bill To Ban Most Marijuana ... - Marijuana Moment
Montana Senators Reject House-Passed Bill To Ban Most Marijuana ...  Marijuana Moment

The FTC’s Crackdown On Misleading Advertising Will Benefit Both ... - The Drum
The FTC’s Crackdown On Misleading Advertising Will Benefit Both ...  The Drum

Pacvue Expands From Advertising to Retail - Business Insider
Pacvue Expands From Advertising to Retail  Business Insider

Auto Advertising Is On The Rebound At Radio But The Trend Lacks ... - Inside Radio
Auto Advertising Is On The Rebound At Radio But The Trend Lacks ...  Inside Radio

Skai Introduces first of its kind Omnichannel Platform for Unified Performance Advertising - Yahoo Finance
Skai Introduces first of its kind Omnichannel Platform for Unified Performance Advertising  Yahoo Finance

Test Your Ad Expands To Radio, Podcast And Audio Advertising. - Inside Radio
Test Your Ad Expands To Radio, Podcast And Audio Advertising.  Inside Radio

Discover the Most Popular Types of Billboard Advertising in San ... - San Francisco Examiner
Discover the Most Popular Types of Billboard Advertising in San ...  San Francisco Examiner

Instacart Serves Up More Fresh Produce with Innovative New ... - PR Newswire
Instacart Serves Up More Fresh Produce with Innovative New ...  PR Newswire

Tribaldata Partners with PubMatic Enabling Media Buyers to Reduce the Carbon Footprint of Digital Advertising Campaigns - Yahoo Finance
Tribaldata Partners with PubMatic Enabling Media Buyers to Reduce the Carbon Footprint of Digital Advertising Campaigns  Yahoo Finance

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

Meet Minneapolis unveils new advertising campaign to boost tourism - KARE11.com
Meet Minneapolis unveils new advertising campaign to boost tourism  KARE11.com

Kargo Partners With Snap to Develop Creative Science and a Dynamically Generated Product Catalog for E-commerce and Retail Advertisers - Yahoo Finance
Kargo Partners With Snap to Develop Creative Science and a Dynamically Generated Product Catalog for E-commerce and Retail Advertisers  Yahoo Finance

Newsletter publishers say they continue to see uptick in revenue ... - Digiday
Newsletter publishers say they continue to see uptick in revenue ...  Digiday

Potential TikTok Ban Worrying Advertisers - Pharmaceutical Executive
Potential TikTok Ban Worrying Advertisers  Pharmaceutical Executive

Mobile Billboard Advertising in Florida: Dat MediaFL Launches LED ... - Benzinga
Mobile Billboard Advertising in Florida: Dat MediaFL Launches LED ...  Benzinga

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

Australia: Survey shows gambling increasingly prevalent, residents ... - Yogonet International
Australia: Survey shows gambling increasingly prevalent, residents ...  Yogonet International

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

How to Develop an Advertising Plan According to Everest Business ... - The Ritz Herald
How to Develop an Advertising Plan According to Everest Business ...  The Ritz Herald

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

Rule 8.3 - Mirriad Advertising plc - GlobeNewswire
Rule 8.3 - Mirriad Advertising plc  GlobeNewswire

Cloud Advertising Market 2023 Overview, Top Manufactures, Market ... - Digital Journal
Cloud Advertising Market 2023 Overview, Top Manufactures, Market ...  Digital Journal

03/23/2023 | OC Council Debates Advertising Budget Increases ... - The Dispatch
03/23/2023 | OC Council Debates Advertising Budget Increases ...  The Dispatch

Personalised advertising needs to be less personal | India | Law.asia - Law.asia
Personalised advertising needs to be less personal | India | Law.asia  Law.asia

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

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

The Army Pulls Advertising Campaign Featuring Jonathan Majors ... - HipHopWired
The Army Pulls Advertising Campaign Featuring Jonathan Majors ...  HipHopWired

Kaufman Organization Secures 5,909-Square-Foot Lease at 15 ... - Real Estate Weekly
Kaufman Organization Secures 5,909-Square-Foot Lease at 15 ...  Real Estate Weekly

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HOAX: This Facebook post advertising jobs using Pwani Oil's Fresh ...  PesaCheck

Qatar World Cup Is Hijacked To Advertise Tobacco - Health Policy Watch
Qatar World Cup Is Hijacked To Advertise Tobacco  Health Policy Watch

Alexander Fedorowicz: Privacy legislation would break online ... - Florida Politics
Alexander Fedorowicz: Privacy legislation would break online ...  Florida Politics

B2B spend on TV advertising has doubled since 2018 - Marketing Week
B2B spend on TV advertising has doubled since 2018  Marketing Week

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

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

Marijuana companies wade into Twitter advertising with mixed ... - Marijuana Business Daily
Marijuana companies wade into Twitter advertising with mixed ...  Marijuana Business Daily

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

Vietnam's advertising businesses needs a 'Black List' to block toxic ... - VietNamNet
Vietnam's advertising businesses needs a 'Black List' to block toxic ...  VietNamNet

Influencing the path to care with responsible advertising - Wolters Kluwer
Influencing the path to care with responsible advertising  Wolters Kluwer

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

California's False Advertising Laws And The "On Sale" Price ... - Mondaq News Alerts
California's False Advertising Laws And The "On Sale" Price ...  Mondaq News Alerts

Veterans, cannabis digital advertising and the lawsuits against the OCM - syracuse.com
Veterans, cannabis digital advertising and the lawsuits against the OCM  syracuse.com

Is Weakness In Vertoz Advertising Limited (NSE:VERTOZ) Stock A Sign That The Market Could be Wrong Given Its Strong Financial Prospects? - Simply Wall St
Is Weakness In Vertoz Advertising Limited (NSE:VERTOZ) Stock A Sign That The Market Could be Wrong Given Its Strong Financial Prospects?  Simply Wall St

Jeri Fields: Protection from misleading advertising - The Tribune ... - Ironton Tribune
Jeri Fields: Protection from misleading advertising - The Tribune ...  Ironton Tribune

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

Podcasting's Biggest Advertisers Bump Up February Spending From ... - Inside Radio
Podcasting's Biggest Advertisers Bump Up February Spending From ...  Inside Radio

HOAX: This link advertising a Ramadhan promotion by Carrefour is ... - PesaCheck
HOAX: This link advertising a Ramadhan promotion by Carrefour is ...  PesaCheck

Out-of-Home (OOH) Advertising Market Sales Comparison to 2031 - Digital Journal
Out-of-Home (OOH) Advertising Market Sales Comparison to 2031  Digital Journal

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

5 charts showing where people (and advertisers) would go after ... - Insider Intelligence
5 charts showing where people (and advertisers) would go after ...  Insider Intelligence

Insurance Advertising Market Sustainable Growth Ahead: Seapoint Digital, Confluency Solutions, Quotit - EIN News
Insurance Advertising Market Sustainable Growth Ahead: Seapoint Digital, Confluency Solutions, Quotit  EIN News

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

In-game advertising: A marketer's guide - MarTech
In-game advertising: A marketer's guide  MarTech

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

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

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

How Netflix could up the ante for advertisers as it explores solutions ... - Digiday
How Netflix could up the ante for advertisers as it explores solutions ...  Digiday

Opposition backs plan to outlaw advertising gay conversion therapy - Times of Malta
Opposition backs plan to outlaw advertising gay conversion therapy  Times of Malta

SRU recognized in advertising and marketing awards - Slippery Rock University
SRU recognized in advertising and marketing awards  Slippery Rock University

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

Differences in child and adolescent exposure to unhealthy food and ... - BMC Public Health
Differences in child and adolescent exposure to unhealthy food and ...  BMC Public Health

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

Carr Specialty Baits, Inc. Welcomes New Vice President of ... - Fishing Tackle Retailer
Carr Specialty Baits, Inc. Welcomes New Vice President of ...  Fishing Tackle Retailer

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

New IAB Study Reveals Five Misperceptions About Video Game ... - IAB
New IAB Study Reveals Five Misperceptions About Video Game ...  IAB

LTV's De Facto examines alcohol advertising changes in Latvia - Eng.Lsm.lv
LTV's De Facto examines alcohol advertising changes in Latvia  Eng.Lsm.lv

Advertising, PR students 'pawfect' match for service dog org - Nebraska Today
Advertising, PR students 'pawfect' match for service dog org  Nebraska Today

Washington may soon require additional disclosures for political ... - KNKX Public Radio
Washington may soon require additional disclosures for political ...  KNKX Public Radio

Walmart V. Amazon: Advertising, Inflation, And The Battle For ... - Forbes
Walmart V. Amazon: Advertising, Inflation, And The Battle For ...  Forbes

Article III Standing and PFAS False Advertising Class Actions - The National Law Review
Article III Standing and PFAS False Advertising Class Actions  The National Law Review

Five Things Marketers Should Know About Generative AI in ... - The Wall Street Journal
Five Things Marketers Should Know About Generative AI in ...  The Wall Street Journal

Top trade bodies to revise terms and conditions of internet advertising - Marketing Dive
Top trade bodies to revise terms and conditions of internet advertising  Marketing Dive

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

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

Elon Musk thinks he can fix Twitter's advertising business after derailing it - CNN
Elon Musk thinks he can fix Twitter's advertising business after derailing it  CNN

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

Make-A-Wish and Lamar Advertising enter yearlong pro bono ... - PR Newswire
Make-A-Wish and Lamar Advertising enter yearlong pro bono ...  PR Newswire

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