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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 Tue. March / 19 / 2024

Thanks to generative AI, advertising's business models will be reinvented - Fast Company
Thanks to generative AI, advertising's business models will be reinvented  Fast Company

Ahead of IPO, Reddit blends advertising into user posts - The Register
Ahead of IPO, Reddit blends advertising into user posts  The Register

Judge Throws Out Sephora Clean Beauty False Advertising Lawsuit - The Business of Fashion
Judge Throws Out Sephora Clean Beauty False Advertising Lawsuit  The Business of Fashion

Kristen Cavallo Retires From Advertising After 30 Years in the Industry - Adweek
Kristen Cavallo Retires From Advertising After 30 Years in the Industry  Adweek

Kristen Cavallo retires from advertising for political activism - Ad Age
Kristen Cavallo retires from advertising for political activism  Ad Age

While advertisers are playing it cool, they're hesitant to unleash their budgets on TikTok - Digiday
While advertisers are playing it cool, they're hesitant to unleash their budgets on TikTok  Digiday

National CineMedia 4Q Profit Rises After Increase In Advertisers - MarketWatch
National CineMedia 4Q Profit Rises After Increase In Advertisers  MarketWatch

Fox recalled for Iwo Jima service, advertising agency, TV show - Cleveland Jewish News
Fox recalled for Iwo Jima service, advertising agency, TV show  Cleveland Jewish News

Tesla flexes Model Y achievements with Cybertruck in rolling advertisement - TESLARATI
Tesla flexes Model Y achievements with Cybertruck in rolling advertisement  TESLARATI

Where Your Advertising Work Comes To Life: It's That Time Of Day 03/18/2024 - MediaPost Communications
Where Your Advertising Work Comes To Life: It's That Time Of Day 03/18/2024  MediaPost Communications

Electronic Advertising Provisions Become Law in VA - Brewers Association
Electronic Advertising Provisions Become Law in VA  Brewers Association

Advertising Sales Representative (Fargo) - KVLY
Advertising Sales Representative (Fargo)  KVLY

Advertise with Us - E&E News by POLITICO
Advertise with Us  E&E News by POLITICO

BMI Pays Tribute to Retiring CEO of the Radio Advertising Bureau - BMI, music
BMI Pays Tribute to Retiring CEO of the Radio Advertising Bureau  BMI, music

National columnist examines CFPB reverse mortgage advertising data - Yahoo Finance
National columnist examines CFPB reverse mortgage advertising data  Yahoo Finance

CNN International Commercial elevates Sebastian Laver to lead content sales and advertising for Latin America - Editor And Publisher Magazine
CNN International Commercial elevates Sebastian Laver to lead content sales and advertising for Latin America  Editor And Publisher Magazine

OUT OF HOME ADVERTISING CONTINUES ON GROWTH TRAJECTORY, UP 2.1% IN 2023 - PR Newswire
OUT OF HOME ADVERTISING CONTINUES ON GROWTH TRAJECTORY, UP 2.1% IN 2023  PR Newswire

Jury finds man guilty of gun, drug offenses after advertising drugs for sale on social media - Abccolumbia.com
Jury finds man guilty of gun, drug offenses after advertising drugs for sale on social media  Abccolumbia.com

Advertising Could Gobble Up The Grocery Business - AdExchanger
Advertising Could Gobble Up The Grocery Business  AdExchanger

Can advertising tell the truth? This vodka brand is giving it a shot - The Drum
Can advertising tell the truth? This vodka brand is giving it a shot  The Drum

Learning from the (Advertising) Pros | BU Today - Boston University
Learning from the (Advertising) Pros | BU Today  Boston University

Lamar Advertising Executives' Salaries and Bonuses Increase - TipRanks.com - TipRanks
Lamar Advertising Executives' Salaries and Bonuses Increase - TipRanks.com  TipRanks

Advertising salary guide—why design jobs are in demand - Ad Age
Advertising salary guide—why design jobs are in demand  Ad Age

Textured Hair Advertising Campaigns - Trend Hunter
Textured Hair Advertising Campaigns  Trend Hunter

Is Townsquare Media Inc (TSQ) a Good Choice in Advertising Agencies Monday? - InvestorsObserver
Is Townsquare Media Inc (TSQ) a Good Choice in Advertising Agencies Monday?  InvestorsObserver

Mobvista Achieves $1.05B in 2023 Revenue, Sees Significant Profit Increase - Yahoo Finance
Mobvista Achieves $1.05B in 2023 Revenue, Sees Significant Profit Increase  Yahoo Finance

National CineMedia, Inc. Announces New $100 Million Share Repurchase Program - Yahoo Finance
National CineMedia, Inc. Announces New $100 Million Share Repurchase Program  Yahoo Finance

Court Tosses Out False Ad Case Over Sephora's "Clean" Line - The Fashion Law
Court Tosses Out False Ad Case Over Sephora's "Clean" Line  The Fashion Law

Gen AI Will Impact Media And Advertising In Multiple Ways, Experts Say. - Insideradio.com
Gen AI Will Impact Media And Advertising In Multiple Ways, Experts Say.  Insideradio.com

Private Equity Firms Investing in Advertising and Marketing Companies - Business Insider
Private Equity Firms Investing in Advertising and Marketing Companies  Business Insider

ADWEEK Names Ryan Joe Editor in Chief - Adweek
ADWEEK Names Ryan Joe Editor in Chief  Adweek

Identity Is Paramount For Paramount: Scoles Offers Advertisers Real Audiences – Beet.TV - BeetTV
Identity Is Paramount For Paramount: Scoles Offers Advertisers Real Audiences – Beet.TV  BeetTV

3 big reasons to be optimistic about advertising in 2024, survey reveals - The Drum
3 big reasons to be optimistic about advertising in 2024, survey reveals  The Drum

Duval County Public Schools resumes search for new superintendent - WJXT News4JAX
Duval County Public Schools resumes search for new superintendent  WJXT News4JAX

Europe’s AI Act Nudges Advertisers Toward Responsible Generative AI Use - AdExchanger
Europe’s AI Act Nudges Advertisers Toward Responsible Generative AI Use  AdExchanger

Lamar Advertising (NASDAQ:LAMR) Shares Purchased by Sunbelt Securities Inc. - Defense World
Lamar Advertising (NASDAQ:LAMR) Shares Purchased by Sunbelt Securities Inc.  Defense World

National CineMedia, Inc. Reports Results for Fiscal Fourth Quarter and Full Year 2023 - Yahoo Finance
National CineMedia, Inc. Reports Results for Fiscal Fourth Quarter and Full Year 2023  Yahoo Finance

Microsoft Advertising testing new interface similar to Google Ads - Search Engine Land
Microsoft Advertising testing new interface similar to Google Ads  Search Engine Land

What a TikTok Ban Would Mean for Advertisers - WiscNews
What a TikTok Ban Would Mean for Advertisers  WiscNews

Sunbelt Securities Inc. Purchases 503 Shares of Lamar Advertising (NASDAQ:LAMR) - Defense World
Sunbelt Securities Inc. Purchases 503 Shares of Lamar Advertising (NASDAQ:LAMR)  Defense World

A tribute to Fali Vakeel: Indian advertising's 'last Mad Man' | News - Campaign Asia
A tribute to Fali Vakeel: Indian advertising's 'last Mad Man' | News  Campaign Asia

A weary advertising spend canary in a slow start to the year - AdNews
A weary advertising spend canary in a slow start to the year  AdNews

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

MFE rises over 5% on strong Q1 advertising forecast - TradingView
MFE rises over 5% on strong Q1 advertising forecast  TradingView

What Would a TikTok Ban or Sale Mean for Advertisers? - Adweek
What Would a TikTok Ban or Sale Mean for Advertisers?  Adweek

IAB: Adapting To Consumer Data Limitations, Advertisers Are Turning To First-Party Options. - Insideradio.com
IAB: Adapting To Consumer Data Limitations, Advertisers Are Turning To First-Party Options.  Insideradio.com

GenAI in Advertising - EMARKETER
GenAI in Advertising  EMARKETER

Ayurvedic company in India banned from advertising certain products : Goats and Soda - NPR
Ayurvedic company in India banned from advertising certain products : Goats and Soda  NPR

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

Free TV says further gambling advertising restrictions would significantly impact revenue - AdNews
Free TV says further gambling advertising restrictions would significantly impact revenue  AdNews

Amazon apologizes after its AI advertising system makes costly error - Search Engine Land
Amazon apologizes after its AI advertising system makes costly error  Search Engine Land

Paid advertisement: Vote 'yes,' Citizens for Strong Fort Schools - FortAtkinsonOnline.com - Fort Atkinson Online
Paid advertisement: Vote 'yes,' Citizens for Strong Fort Schools - FortAtkinsonOnline.com  Fort Atkinson Online

Microsoft shows another Bing popup advertisement to Windows users - Ghacks
Microsoft shows another Bing popup advertisement to Windows users  Ghacks

Van Geest: City of Ottawa must stop accepting fossil-fuel advertising — now - Ottawa Citizen
Van Geest: City of Ottawa must stop accepting fossil-fuel advertising — now  Ottawa Citizen

Data: Advertising budgets impacted by privacy legislation & signal loss - Mobile Marketing
Data: Advertising budgets impacted by privacy legislation & signal loss  Mobile Marketing

Paper v pixels: Making a sustainable advertising choice - The Media Leader
Paper v pixels: Making a sustainable advertising choice  The Media Leader

Gazette wins top news, advertising honors from Wisconsin Newspaper Association - The Janesville Gazette
Gazette wins top news, advertising honors from Wisconsin Newspaper Association  The Janesville Gazette

Goodbye Lady In Red: Massive Illegal West End Avenue Building Advertisement Comes Down - westsiderag.com
Goodbye Lady In Red: Massive Illegal West End Avenue Building Advertisement Comes Down  westsiderag.com

Anomaly wins global brief to ‘supercharge’ Tonies audio platform - More About Advertising
Anomaly wins global brief to ‘supercharge’ Tonies audio platform  More About Advertising

Jivox Announces IQ DaVinci For Direct Advertising: A Single Workflow To Launch Campaigns On Multiple Retail Media ... - PR Web
Jivox Announces IQ DaVinci For Direct Advertising: A Single Workflow To Launch Campaigns On Multiple Retail Media ...  PR Web

Qinghai Spring Sinks After TV Show Finds TCM Firm Is Falsely Advertising Liquor's Health Benefits - Yicai Global
Qinghai Spring Sinks After TV Show Finds TCM Firm Is Falsely Advertising Liquor's Health Benefits  Yicai Global

Egg freezing: 41 percent of clinics could be breaching advertising guidelines • PET - BioNews
Egg freezing: 41 percent of clinics could be breaching advertising guidelines • PET  BioNews

Large Brands Are Still Advertising on Made-for-Advertising Sites - Adweek
Large Brands Are Still Advertising on Made-for-Advertising Sites  Adweek

The Pilot Announce Exciting Updates for Supporters, Readers and Advertisers - PenBayPilot.com
The Pilot Announce Exciting Updates for Supporters, Readers and Advertisers  PenBayPilot.com

Pennsylvania now advertising in NYC, Chicago to push execs, business people to relocate to the state - Tri-State Alert
Pennsylvania now advertising in NYC, Chicago to push execs, business people to relocate to the state  Tri-State Alert

Social Security: How we protect you from misleading advertising and communications - Terre Haute Tribune Star
Social Security: How we protect you from misleading advertising and communications  Terre Haute Tribune Star

US oil production hits record levels under Biden - Vox.com
US oil production hits record levels under Biden  Vox.com

Lamar Advertising (NASDAQ:LAMR) Sees Significant Drop in Short Interest - Defense World
Lamar Advertising (NASDAQ:LAMR) Sees Significant Drop in Short Interest  Defense World

Columbia man found guilty after advertising drugs on social media - WIS News 10
Columbia man found guilty after advertising drugs on social media  WIS News 10

Walmart's latest fight with Amazon is digital advertising - Yahoo Finance
Walmart's latest fight with Amazon is digital advertising  Yahoo Finance

HOAX: This post advertising vacancies at Naivas Supermarket is fraudulent - PesaCheck
HOAX: This post advertising vacancies at Naivas Supermarket is fraudulent  PesaCheck

DCPS begins re-advertising for superintendent position as search drags on - Yahoo! Voices
DCPS begins re-advertising for superintendent position as search drags on  Yahoo! Voices

Resident raises concerns after sharing photo of dangerous feature being added to rental cars: 'Innovation doesn't have ... - The Cool Down
Resident raises concerns after sharing photo of dangerous feature being added to rental cars: 'Innovation doesn't have ...  The Cool Down

Brands unknowingly wasting dollars on Made for Advertising sites - Search Engine Land
Brands unknowingly wasting dollars on Made for Advertising sites  Search Engine Land

Advertise - exploreClarion
Advertise  exploreClarion

TikTok advertisers will look to rivals if US Senate moves ahead on ban - Reuters
TikTok advertisers will look to rivals if US Senate moves ahead on ban  Reuters

MediaLink-UTA dispute signals end of an era for advertising excess - Campaign US
MediaLink-UTA dispute signals end of an era for advertising excess  Campaign US

‘Sneaky’ social media ads are luring young into gambling, say campaigners - The Guardian
‘Sneaky’ social media ads are luring young into gambling, say campaigners  The Guardian

A US TikTok ban could fuel Meta's advertising dominance—but Google and YouTube stand to benefit as well - EMARKETER
A US TikTok ban could fuel Meta's advertising dominance—but Google and YouTube stand to benefit as well  EMARKETER

Storyboard18 - Storyboard18
Storyboard18  Storyboard18

Water brands face recent class action lawsuits over false advertising, microplastics, more - Top Class Actions
Water brands face recent class action lawsuits over false advertising, microplastics, more  Top Class Actions

Inside the 'made for advertising' crackdown—and why it isn't working - Ad Age
Inside the 'made for advertising' crackdown—and why it isn't working  Ad Age

Amazon Says It Sold Ads for Products Shoppers Couldn't Buy - Bloomberg
Amazon Says It Sold Ads for Products Shoppers Couldn't Buy  Bloomberg

Enduring Power of Attorney as an integral tool for asset protection and care assurance – legal insights - South China Morning Post
Enduring Power of Attorney as an integral tool for asset protection and care assurance – legal insights  South China Morning Post

FCC has new rule requiring cable and satellite TV providers to disclose all hidden fees in advertising - KMVT
FCC has new rule requiring cable and satellite TV providers to disclose all hidden fees in advertising  KMVT

CBS Sports Ad Chief John Bogusz to Step Down (EXCLUSIVE) - Variety
CBS Sports Ad Chief John Bogusz to Step Down (EXCLUSIVE)  Variety

The Shift's Sam Baker: How to make your own media (and conquer advertisers' menopause fear) - Media Makers Meet
The Shift's Sam Baker: How to make your own media (and conquer advertisers' menopause fear)  Media Makers Meet

The 2024 BSM Summit Was a Great Success But The Advertising Industry Needs to Step Up in 2025 | Barrett Media - Barrett Sports Media
The 2024 BSM Summit Was a Great Success But The Advertising Industry Needs to Step Up in 2025 | Barrett Media  Barrett Sports Media

RTL, Fremantle Revenue Dips Amid Ad Troubles, Streaming Shifts - Hollywood Reporter
RTL, Fremantle Revenue Dips Amid Ad Troubles, Streaming Shifts  Hollywood Reporter

SDSU student advertising team receives top honors at American Advertising Awards - SDSU Athletics
SDSU student advertising team receives top honors at American Advertising Awards  SDSU Athletics

How the TikTok ban threat is affecting advertisers and creators - Ad Age
How the TikTok ban threat is affecting advertisers and creators  Ad Age

Meet The Ad Tech Players Using Generative AI For Their Media Buys - AdExchanger
Meet The Ad Tech Players Using Generative AI For Their Media Buys  AdExchanger

Brands are rethinking their out-of-home advertising strategies to focus less on awareness and more on conversion - Modern Retail
Brands are rethinking their out-of-home advertising strategies to focus less on awareness and more on conversion  Modern Retail

Lamar Advertising (NASDAQ:LAMR) Shares Acquired by Raleigh Capital Management Inc. - Defense World
Lamar Advertising (NASDAQ:LAMR) Shares Acquired by Raleigh Capital Management Inc.  Defense World

Forecast: AI's Rise Will Cut Search Engine Traffic, Affecting Advertising - Inc.
Forecast: AI's Rise Will Cut Search Engine Traffic, Affecting Advertising  Inc.

The FTC's PrivacyCon Was Chock-Full Of Warning Signs For Ad Tech - AdExchanger
The FTC's PrivacyCon Was Chock-Full Of Warning Signs For Ad Tech  AdExchanger

Concept Group partners with Numb3r Impact Agency for digital advertising innovations - Mediabrief
Concept Group partners with Numb3r Impact Agency for digital advertising innovations  Mediabrief

PubMatic Ad Spending Spike With $1 Billion CPMs Caused by Server Error - Business Insider
PubMatic Ad Spending Spike With $1 Billion CPMs Caused by Server Error  Business Insider

Amazon's Expanding Ad Business Is Challenging Meta, Google - Business Insider
Amazon's Expanding Ad Business Is Challenging Meta, Google  Business Insider

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