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How to Write Ads that Increase Your Business


I caught myself wracking my brain over what kind of article I should write for newspapers that would be useful to business people. It struck me that I was making a solid effort to get into the mind of my target market. It also struck me that this is the biggest mistake most business owners make when designing their own ads. They start listing off their services and are ready to stick their logo front and center before even putting a thought to what their customers really care about.

The first step in creating any advertising, be it a direct mail piece or an email, always has to be to think about what your customer wants. What do they desire? What do they need? Can you solve a problem for them? People all want to know, "what's in it for me?"

This isn't a new concept and I'm sure you've heard it before, but when I look at newspaper ads and listen to the radio, it's evident that few heed this priceless advice. My guess is, it's because it's difficult to do. Difficult, but not impossible. So before you go ahead and spend another grand on your next pamphlet or print ad, use these tips on how to write great advertising.

Eye Catching Headlines Headlines are found in an opening sentence of a sales letter, the subject line in an email, the title of your web pages and in your ads. Since the headline gets one or two seconds, now is your only chance to grab some attention. Grab 'em, and grab 'em good. Headlines have the following characteristics.

- arouse curiosity.

- promise answers to a questions or solutions to a problem.

- show benefits to your potential customer.

- promise to reveal a secret or information that's hard to find.

- create emotional appeal.

- they have to force you to stop what you're doing and read on.

Common headline tricks:

How To, as in - How to Beat your Competitor Every time. Ask a question - Are You Looking for a Computer At Half the Cost?

Wlsh lt was flrmer? Make a Promise - We can help you make your creditors go away. Make a Bold Statement - Attention Worn out Moms!

The easiest headline tricks are the How To's and the Questions. No matter what will work best for you, you have to know who your customer is in order for it to work.

The Rest of your Ad

Make Promise - Most of the time your promise is in your headline. The next portion of your ad has to be to explain what you mean. If you asked them if they're looking for a computer at half the price, you have to tell them how you can do it.

Prove it - You've made the promise, now prove to them why you're the one to fulfill it. Tell them why they should trust you. If you told the you can make their creditors go away, tell them how. Provide testimonials or case studies. Maybe you've got before and after shots. Give them a money back guarantee. Prove to them that they can trust you.

Ask for Action - Spell it out for them. Tell them exactly what you want them to do. Remember, your advertising doesn't do the selling for you. You and your staff do the selling. If you want them to call and make an appointment, tell them that's what you want them to do. If you want them to buy your widgets online, tell them to visit your site. Ads that don't request action don't bring you more customers.

You now have two choices. Continue to advertise as you do, retaining little to no response, or, you can employ these proven advertising methods and begin to see your advertising as an investment, rather than an expense. No matter what you do, you have to think about who your ideal customer is first. If you put them first, they'll appreciate it.

Linda Laforge-Koebel is an advertising professional dedicated to the business success of her clients. To find Todays News by officejax free advertising and ad exchange solutionsMORE RESOURCES or to sign up for the Business Booster newsletter visit her at: http://www.CreativeEngineer.com or contact her by email at: [email protected]


Todays News by officejax free advertising and ad exchange solutionsMORE RESOURCES updated Thu. March / 23 / 2023

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

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

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

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

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

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

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

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

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

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

System1 Wins Microsoft Advertising's Supply Partner of the Year ... - Business Wire
System1 Wins Microsoft Advertising's Supply Partner of the Year ...  Business Wire

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

NJ Lawmakers To Operators: Scale Back On Advertising - Sports Handle
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

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

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

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

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

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

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

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

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

Belgium: Rules on crypto advertising tighten - Lexology
Belgium: Rules on crypto advertising tighten  Lexology

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

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

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

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

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

Online Advertisement Market Sets the Table for Continued Growth ... - Digital Journal
Online Advertisement Market Sets the Table for Continued Growth ...  Digital Journal

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

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

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

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

Tuesday Sector Leaders: Trucking, Advertising Stocks - Nasdaq
Tuesday Sector Leaders: Trucking, Advertising Stocks  Nasdaq

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

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

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

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

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

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

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

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

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

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

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

Advertising Honcho's Widow Flips SeaGlass Jupiter Island Condo - The Real Deal
Advertising Honcho's Widow Flips SeaGlass Jupiter Island Condo  The Real Deal

Five facts marketers must know when advertising to nurses - Wolters Kluwer
Five facts marketers must know when advertising to nurses  Wolters Kluwer

Hyundai Taps Oscars to Kick Off Disney Advertising Alliance - Variety
Hyundai Taps Oscars to Kick Off Disney Advertising Alliance  Variety

Finding Success with In-Game Advertising Research - IAB
Finding Success with In-Game Advertising Research  IAB

Roku partners with Best Buy and its advertising business to get first-party shopper data - TechCrunch
Roku partners with Best Buy and its advertising business to get first-party shopper data  TechCrunch

Why Advertisers Should Switch to Immersive Advertising - Spiceworks News and Insights
Why Advertisers Should Switch to Immersive Advertising  Spiceworks News and Insights

Tencent sees strong rebound in online advertising business in the fourth quarter - PingWest
Tencent sees strong rebound in online advertising business in the fourth quarter  PingWest

Twitter now allows cannabis advertising, and brands are ready to ... - Digiday
Twitter now allows cannabis advertising, and brands are ready to ...  Digiday

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