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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 Wed. May / 25 / 2022

Snap's Warning Puts the Spotlight on Advertising. These Stocks Are at Risk. - Barron's
  1. Snap's Warning Puts the Spotlight on Advertising. These Stocks Are at Risk.  Barron's
  2. Social Media Hammered by Questions Over Advertising  TIME
  3. Snap's Gloomy Forecast Prompts Debate Over Trouble for Broader Advertising Market  The Wall Street Journal
  4. Social media companies hammered by mounting questions over advertising  KSL.com
  5. Snap's warning sends shock across digital advertising as investors flee social media stocks  CNBC
  6. View Full Coverage on Google News

Nebraska to receive $260k in Ford false advertising settlement - WOWT
  1. Nebraska to receive $260k in Ford false advertising settlement  WOWT
  2. Ford paying $19M to states to settle false advertising claims  New York Post
  3. Ford agrees to $19.2M settlement over alleged false advertising  Detroit News
  4. Ford To Pay $19.2 Million In Multistate Settlement Over False Advertising Allegations  Forbes
  5. Ford settles false advertising claims for $19 million | National News | kpvi.com  KPVI News 6
  6. View Full Coverage on Google News

AdTech CMO On Opt-Out Culture And Why Brands Need To Get Creative About Social Advertising - Forbes
AdTech CMO On Opt-Out Culture And Why Brands Need To Get Creative About Social Advertising  Forbes

Digital Advertising Slump The New Signal Of An Upcoming Recession? - Forbes
Digital Advertising Slump The New Signal Of An Upcoming Recession?  Forbes

iHeartMedia Sees Advertising Growth Ahead Despite Snap Warning - Hollywood Reporter
iHeartMedia Sees Advertising Growth Ahead Despite Snap Warning  Hollywood Reporter

Napier named board chair of national advertising trade association - Rochester Business Journal
Napier named board chair of national advertising trade association  Rochester Business Journal

AutoNation Unveils National Advertising Campaign Driving Home "Go Be Great" - PR Newswire
AutoNation Unveils National Advertising Campaign Driving Home "Go Be Great"  PR Newswire

News from Google Marketing Live advertising conference - AdAge.com
News from Google Marketing Live advertising conference  AdAge.com

State Privacy Requirements for Opt-Out of Targeted Advertising - The National Law Review
State Privacy Requirements for Opt-Out of Targeted Advertising  The National Law Review

City of Ocala accepting bids for bus wrap advertising on SunTran buses - Ocala News
City of Ocala accepting bids for bus wrap advertising on SunTran buses  Ocala News

Social media hammered by mounting questions over advertising - Spectrum News 1
Social media hammered by mounting questions over advertising  Spectrum News 1

FTC Proposes to Strengthen Advertising Guidelines Against Fake and Manipulated Reviews - Federal Trade Commission News
FTC Proposes to Strengthen Advertising Guidelines Against Fake and Manipulated Reviews  Federal Trade Commission News

Spotify Quietly Resumes Political Advertising Ahead of 2022 Midterms - Digital Music News
Spotify Quietly Resumes Political Advertising Ahead of 2022 Midterms  Digital Music News

Advertising in the Metaverse - Fenwick & West LLP
Advertising in the Metaverse  Fenwick & West LLP

Mobiquity Technologies, Inc. to Provide Data and Advertising Solutions for Reflex Finance to Drive Awareness for B2B and B2C Campaigns - Yahoo Finance
Mobiquity Technologies, Inc. to Provide Data and Advertising Solutions for Reflex Finance to Drive Awareness for B2B and B2C Campaigns  Yahoo Finance

What if Elon Musk ditches Twitter advertising? - Smartbrief
What if Elon Musk ditches Twitter advertising?  Smartbrief

Why advertising will never die - Marketing Week
Why advertising will never die  Marketing Week

Podcast Advertising Has Come A Long Way, But Is It Delivering What Marketers Need? - AdExchanger
Podcast Advertising Has Come A Long Way, But Is It Delivering What Marketers Need?  AdExchanger

It's becoming easier to advertise on TikTok - Insider Intelligence Trends, Forecasts & Statistics - eMarketer
It's becoming easier to advertise on TikTok - Insider Intelligence Trends, Forecasts & Statistics  eMarketer

Advertising Sold Out For ESPN's Derek Jeter Series 'The Captain' - Next TV
Advertising Sold Out For ESPN's Derek Jeter Series 'The Captain'  Next TV

Netflix's upcoming advertising tier will boost subscribers, narrow free cash flow gap - Seeking Alpha
Netflix's upcoming advertising tier will boost subscribers, narrow free cash flow gap  Seeking Alpha

Direct to Consumer Pharmaceutical Advertising DTCPA Market Size And Forecast | HARVARD POLITICAL REVIEW, MDedge, FDA – The Daily Vale - The Daily Vale
Direct to Consumer Pharmaceutical Advertising DTCPA Market Size And Forecast | HARVARD POLITICAL REVIEW, MDedge, FDA – The Daily Vale  The Daily Vale

Facebook, Instagram To Reveal More On How Political Advertising Targets Users - SHOOT Online
Facebook, Instagram To Reveal More On How Political Advertising Targets Users  SHOOT Online

Internet Advertising Market 2022 Growing Opportunity and Competitive landscape – Alphabet, Facebook, Baidu, Yahoo! Inc – The Daily Vale - The Daily Vale
Internet Advertising Market 2022 Growing Opportunity and Competitive landscape – Alphabet, Facebook, Baidu, Yahoo! Inc – The Daily Vale  The Daily Vale

Insights on the Programmatic Display Advertising Global Market to 2027 - Players Include Adobe, Alibaba, Amazon and Media Math - ResearchAndMarkets.com - Business Wire
Insights on the Programmatic Display Advertising Global Market to 2027 - Players Include Adobe, Alibaba, Amazon and Media Math - ResearchAndMarkets.com  Business Wire

Aerial Advertising Market 2022 by Keyplayers and Vendors: Air Amelia, Ad Airlines, Airsign, High Exposure, Arnold Aerial, etc… – The Daily Vale - The Daily Vale
Aerial Advertising Market 2022 by Keyplayers and Vendors: Air Amelia, Ad Airlines, Airsign, High Exposure, Arnold Aerial, etc… – The Daily Vale  The Daily Vale

How Digital Advertising Has Evolved Since the Brand Safety Crisis - Toolbox
How Digital Advertising Has Evolved Since the Brand Safety Crisis  Toolbox

Spectacular Outdoor Advertising Market 2022 by Keyplayers and Vendors: Clear Channel Outdoor, JCDecaux Group, Lamar Advertising, Outfront Media, Stroer, etc… – The Daily Vale - The Daily Vale
Spectacular Outdoor Advertising Market 2022 by Keyplayers and Vendors: Clear Channel Outdoor, JCDecaux Group, Lamar Advertising, Outfront Media, Stroer, etc… – The Daily Vale  The Daily Vale

How Contextual Can Revitalize Entertainment Advertising - MarTech Series
How Contextual Can Revitalize Entertainment Advertising  MarTech Series

Interactive Advertising Market Statistical Forecast, Trade Analysis 2022 –Grey Advertising, Wieden+Kennedy, Butler, Shine, Stern & Partners, Ogilvy & Mather, BBDO, Crispin Porter + Bogusky, The Martin Agency, Deutsch, Droga5, Mullen Advertising - The Daily Vale
Interactive Advertising Market Statistical Forecast, Trade Analysis 2022 –Grey Advertising, Wieden+Kennedy, Butler, Shine, Stern & Partners, Ogilvy & Mather, BBDO, Crispin Porter + Bogusky, The Martin Agency, Deutsch, Droga5, Mullen Advertising  The Daily Vale

Social Media Advertising Market Size, Scope, Forecast to 2029 Keyplayers | Alphabet, Facebook, Baidu, Yahoo! Inc, Microsoft – The Daily Vale - The Daily Vale
Social Media Advertising Market Size, Scope, Forecast to 2029 Keyplayers | Alphabet, Facebook, Baidu, Yahoo! Inc, Microsoft – The Daily Vale  The Daily Vale

Lee Introduces Digital Advertising Act - United States Senator Mike Lee
Lee Introduces Digital Advertising Act  United States Senator Mike Lee

Jaanuu Launches First-Ever Out-of-Home Advertising Campaign Featuring New Fabric Innovation - PR Newswire
Jaanuu Launches First-Ever Out-of-Home Advertising Campaign Featuring New Fabric Innovation  PR Newswire

Save the date: FTC to host “Protecting Kids from Stealth Advertising in Digital Media” - Federal Trade Commission News
Save the date: FTC to host “Protecting Kids from Stealth Advertising in Digital Media”  Federal Trade Commission News

Why Marketers Are Returning to Traditional Advertising - HBR.org Daily
Why Marketers Are Returning to Traditional Advertising  HBR.org Daily

Meet the Notable Leaders in Advertising, Marketing and PR - Crain's New York Business
Meet the Notable Leaders in Advertising, Marketing and PR  Crain's New York Business

TIM AND DEMI TEBOW RESTORE THEIR BODIES IN NEW ADVERTISING CAMPAIGN - PR Newswire
TIM AND DEMI TEBOW RESTORE THEIR BODIES IN NEW ADVERTISING CAMPAIGN  PR Newswire

Greenpeace boat protest: 'Fossil fuel advertising will put Venice under water' - Greenpeace International
Greenpeace boat protest: 'Fossil fuel advertising will put Venice under water'  Greenpeace International

How Much Are You Really Saving With Metasearch Advertising? | By Thomas McDermott - Hospitality Net
How Much Are You Really Saving With Metasearch Advertising? | By Thomas McDermott  Hospitality Net

Serena Williams and Jake Gyllenhaal Star In JUST Egg Advertising Campaign - Green Queen Media
Serena Williams and Jake Gyllenhaal Star In JUST Egg Advertising Campaign  Green Queen Media

Column: Cannabis advertising takes page from tobacco companies' playbook of the past - Meadville Tribune
Column: Cannabis advertising takes page from tobacco companies' playbook of the past  Meadville Tribune

Advertising: A Slow-Fast Evolution - Forbes
Advertising: A Slow-Fast Evolution  Forbes

E-commerce Agent Operation Service Market Research With Ignite Visibility, Disruptive Advertising, Sociallyin, Evestar, Digital Silk | Impact and recovery analysis – The Daily Vale - The Daily Vale
E-commerce Agent Operation Service Market Research With Ignite Visibility, Disruptive Advertising, Sociallyin, Evestar, Digital Silk | Impact and recovery analysis – The Daily Vale  The Daily Vale

Why advertising won the streaming wars - Fast Company
Why advertising won the streaming wars  Fast Company

Google Shares Sneak Peek At New Advertising Features - Search Engine Journal
Google Shares Sneak Peek At New Advertising Features  Search Engine Journal

Reducing the harm from alcohol – by regulating cross-border alcohol marketing, advertising and promotion: a technical report - World Health Organization
Reducing the harm from alcohol – by regulating cross-border alcohol marketing, advertising and promotion: a technical report  World Health Organization

France Regulates the Use of Carbon Neutrality Claims in Advertisements - JD Supra
France Regulates the Use of Carbon Neutrality Claims in Advertisements  JD Supra

Condé Nast is “no longer a magazine company,” its CEO says - Nieman Journalism Lab at Harvard
Condé Nast is “no longer a magazine company,” its CEO says  Nieman Journalism Lab at Harvard

What social media advertising tells us about inflation - Marketplace
What social media advertising tells us about inflation  Marketplace

David Droga changed advertising. Now he wants to kill it. - Fast Company
David Droga changed advertising. Now he wants to kill it.  Fast Company

US Podcast Advertising Revenue Report: FY 2021 Results & 2022-2024 Growth Projections - IAB
US Podcast Advertising Revenue Report: FY 2021 Results & 2022-2024 Growth Projections  IAB

Microsoft Advertising is rolling out Auto-generated remarketing lists and more - Search Engine Land
Microsoft Advertising is rolling out Auto-generated remarketing lists and more  Search Engine Land

Questions about digital advertising? – The Florida Bar - The Florida Bar
Questions about digital advertising? – The Florida Bar  The Florida Bar

TikTok introduces its first ad product to offer a revenue share with creators - TechCrunch
TikTok introduces its first ad product to offer a revenue share with creators  TechCrunch

Google Topics Resembles Contextual Advertising - Practical Ecommerce
Google Topics Resembles Contextual Advertising  Practical Ecommerce

'The ad experiences that consumers find most annoying are also bad for the environment': The business case for sustainable digital advertising - Digiday
'The ad experiences that consumers find most annoying are also bad for the environment': The business case for sustainable digital advertising  Digiday

Amazon Advertising Is 44% Cheaper Than Facebook Or Google. But That’s Not The Only Only Thing Brands Should Care About - Forbes
Amazon Advertising Is 44% Cheaper Than Facebook Or Google. But That’s Not The Only Only Thing Brands Should Care About  Forbes

PPC Advertising Ultimate Guide - Forbes
PPC Advertising Ultimate Guide  Forbes

Cinema advertising hopes to get close to pre-pandemic ad revenue totals with new tools, services - Digiday
Cinema advertising hopes to get close to pre-pandemic ad revenue totals with new tools, services  Digiday

It’s Been an Interesting Few Years in Cough-Drop Advertising - The New York Times
It’s Been an Interesting Few Years in Cough-Drop Advertising  The New York Times

Elon Musk Hates Ads. Twitter Needs Them. That May Be a Problem. - The New York Times
Elon Musk Hates Ads. Twitter Needs Them. That May Be a Problem.  The New York Times

Contextual Advertising – Giving Publishers What They Need - The Drum
Contextual Advertising – Giving Publishers What They Need  The Drum

How Amazon Is Building Its Huge Advertising Business - Business Insider
How Amazon Is Building Its Huge Advertising Business  Business Insider

Dream hacking: Is this the dystopian future of advertising? - Big Think
Dream hacking: Is this the dystopian future of advertising?  Big Think

Traditional Advertising Is Headed For Growth. These 7 Trends Are Driving It - AList
Traditional Advertising Is Headed For Growth. These 7 Trends Are Driving It  AList

Lamar Advertising Company acquires Burkhart Advertising - Greater Baton Rouge Business Report
Lamar Advertising Company acquires Burkhart Advertising  Greater Baton Rouge Business Report

Netflix’s Advertising Dilemma: Will Partners Get Any More Transparency? - Hollywood Reporter
Netflix’s Advertising Dilemma: Will Partners Get Any More Transparency?  Hollywood Reporter

Report shows that Amazon uses data from Alexa smart speakers to serve targeted ads - The Verge
Report shows that Amazon uses data from Alexa smart speakers to serve targeted ads  The Verge

HSBC faces greenwashing accusations from UK advertising watchdog - Financial Times
HSBC faces greenwashing accusations from UK advertising watchdog  Financial Times

Apple's Eddy Cue Is Shaking up Its Services - Business Insider
Apple's Eddy Cue Is Shaking up Its Services  Business Insider

Digital Advertising in 2022 – Stratechery by Ben Thompson - Stratechery by Ben Thompson
Digital Advertising in 2022 – Stratechery by Ben Thompson  Stratechery by Ben Thompson

Amazon has a $31 billion a year advertising business - CNBC
Amazon has a $31 billion a year advertising business  CNBC

Georgia Democrats signal brutal ad campaign against Herschel Walker as high-stakes Senate race begins - NBC News
Georgia Democrats signal brutal ad campaign against Herschel Walker as high-stakes Senate race begins  NBC News

Ban Online Behavioral Advertising - EFF
Ban Online Behavioral Advertising  EFF

Op-ed: Apple and Google are spelling the end for user-tracking, and advertisers must adjust, says Taboola CEO. - CNBC
Op-ed: Apple and Google are spelling the end for user-tracking, and advertisers must adjust, says Taboola CEO.  CNBC

Democrats unveil bill to ban online 'surveillance advertising' - The Verge
Democrats unveil bill to ban online 'surveillance advertising'  The Verge

Microsoft Advertising announces open beta for RSA ad customizers - Search Engine Land
Microsoft Advertising announces open beta for RSA ad customizers  Search Engine Land

10 Top Advertising Campaigns & Why They Work - Search Engine Journal
10 Top Advertising Campaigns & Why They Work  Search Engine Journal

The 10 most innovative advertising agencies of 2022 - Fast Company
The 10 most innovative advertising agencies of 2022  Fast Company

Privacy Preserving Attribution for Advertising - Mozilla & Firefox
Privacy Preserving Attribution for Advertising  Mozilla & Firefox

Amazon, Disney and Other Streamers Are Embracing Ads - The New York Times
Amazon, Disney and Other Streamers Are Embracing Ads  The New York Times

U.S. Advertising Forecast Cut Slightly Amid Geopolitical Uncertainty - Hollywood Reporter
U.S. Advertising Forecast Cut Slightly Amid Geopolitical Uncertainty  Hollywood Reporter

Companies Try to Sell Videogaming as the Next Big Advertising Channel - The Wall Street Journal
Companies Try to Sell Videogaming as the Next Big Advertising Channel  The Wall Street Journal

Digital Advertising Soared 35% to $189 Billion in 2021 According to the IAB Internet Advertising Revenue Report - IAB
Digital Advertising Soared 35% to $189 Billion in 2021 According to the IAB Internet Advertising Revenue Report  IAB

Is Super Bowl advertising worth it? That's the $6 million question - Temple University News
Is Super Bowl advertising worth it? That's the $6 million question  Temple University News

A Downtick Is Coming for Online Advertising - The Wall Street Journal
A Downtick Is Coming for Online Advertising  The Wall Street Journal

Federal Trade Commission accuses Intuit of deceptively advertising TurboTax as free - NPR
Federal Trade Commission accuses Intuit of deceptively advertising TurboTax as free  NPR

How CTV Advertising Can Bypass Digital Media's Awkward Teenage Years - Adweek
How CTV Advertising Can Bypass Digital Media's Awkward Teenage Years  Adweek

What advertisers need to focus on as they prepare for the metaverse - VentureBeat
What advertisers need to focus on as they prepare for the metaverse  VentureBeat

Inside Reddit's UK advertising growth ambitions - Digiday
Inside Reddit's UK advertising growth ambitions  Digiday

History Is Repeating Itself in the Current Digital Advertising Landscape - Adweek
History Is Repeating Itself in the Current Digital Advertising Landscape  Adweek

Walgreens Advertising Group Announces Launch of Self-Serve Programmatic and Clean-Room Solutions - Walgreens Newsroom
Walgreens Advertising Group Announces Launch of Self-Serve Programmatic and Clean-Room Solutions  Walgreens Newsroom

The truth in political advertising: 'You're allowed to lie' - NPR
The truth in political advertising: 'You're allowed to lie'  NPR

6 Keys to Post-Pandemic Out-of-Home Advertising Success - Entrepreneur
6 Keys to Post-Pandemic Out-of-Home Advertising Success  Entrepreneur

Atlanta's 25 Largest Advertising and Marketing Firms - Atlanta Business Chronicle - The Business Journals
Atlanta's 25 Largest Advertising and Marketing Firms - Atlanta Business Chronicle  The Business Journals

Microsoft to acquire Xandr to accelerate delivery of digital advertising and retail media solutions - Microsoft
Microsoft to acquire Xandr to accelerate delivery of digital advertising and retail media solutions  Microsoft

Google suspends all advertising in Russia - CNBC
Google suspends all advertising in Russia  CNBC

Disney+ to Introduce an Ad-Supported Subscription Offering in Late 2022 - The Walt Disney Company
Disney+ to Introduce an Ad-Supported Subscription Offering in Late 2022  The Walt Disney Company

Netflix CFO has no plans for advertising but 'never say never' - Reuters.com
Netflix CFO has no plans for advertising but 'never say never'  Reuters.com

When TV Manufacturers Do Ads: State Of The CTV Advertising And OEM Union - AdExchanger
When TV Manufacturers Do Ads: State Of The CTV Advertising And OEM Union  AdExchanger

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