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How You Can Create Advertising That Sells


A well-planned and properly executed marketing program should include a sufficient commitment of capital resources to an on-going, well executed advertising program. Yes, this includes your business.

Businesses spend too many dollars, however, on ads that simply will not result in increased sales and profits. These ads are poorly conceived, poorly written, poorly designed, poorly targeted, and poorly placed.

Sounds like a poor way to do business, doesn't it?

I often ask clients (as tactfully as possible), why they have run a particular ad. I get a lot of blank stares. A few tense moments will pass while the client tries to think of a clever answer. "To get the company name out in front of the public so I can get more business." they reply, with some relief.

This poor soul has just described a lack of a well defined goal, which leads almost inevitably to what I call an institutional ad. An institutional ad can best be described as one which identifies the advertiser and lists address, telephone number, hours of operation, and (maybe) the company logo. That's it. What a terrible waste of money!

Unless your company grosses a billion dollars a year, you can't afford to do institutional ads. If your company does gross over a billion dollars a year...you're probably too smart to run institutional ads.

Every ad you run must result in increased sales and profits and an enhanced image for your company. Every ad should make the customer a solid offer and give the customer sound reasons to buy from you now. Remember, the customer is sitting back and asking, "What can you do for me?" If you're careful to answer that question with a powerful offer and reasons to buy now, you're on your way to advertising success...which results in increased sales and profits.

How can you improve your chances of increasing sales?

Let's look at some profit-producing ideas...

SEEK PROFESSIONAL HELP

Very few businesses are prepared or qualified to produce quality advertising. If you spend more than $2,000 per month in advertising, you should seriously consider hiring a qualified advertising professional. There are any number of skilled freelancers who can develop strategy, and create your marketing materials with a keen eye to using proven methods and techniques.

Good advertising talent always pays it's own way through increased sales and profits, improved cost-effectiveness, reduced selling costs, and shortened selling cycles.

If your resources are limited, don't feel lost. There's no reason why you can't learn to write an effective ad. That's what the rest of this article is all about...how *you* can create advertising that sells.

FOLLOW A PROVEN FORMULA

One of the oldest and most useful formulas for ad design takes its name from the opera Aida by Giuseppe Verde. In this case the letters A-I-D-A stand for ATTENTION, INTEREST, DESIRE, AND ACTION.

In it's simplest form this formula serves as a structural blueprint. It guides us to: (1) Get the prospect's Attention, (2) Foster his or her Interest in your offer, (3) build Desire for your product or service and (4) Generate some type of Action on the part of the buyer.

As we expand on each of these elements individually, you'll discover for yourself how to apply the formula to your specific situation.

ATTENTION (The Headline)

Hit your prospect right between the eyes with a magic wand. How? With a powerful benefit headline. The headline is the most important single element of your ad. You have two to three seconds to stop the reader as he or she passes by. You must stop the reader, and interest them in your benefit, if you expect them to read further.

A powerful headline will (1) stop the reader (2) isolate and qualify your best prospects, and (3) pull your reader into the sub-heads and body copy.

How do you write the attention-getting headline? First, carefully review all the benefits of-use of your product or service. Second, take your most important benefit and weave that benefit into your headline. Use action words to describe the benefit to one individual reader.

Here are some examples...

"Save 50% On Office Supplies...Send For Your Free Catalog Today !"

"How YOU Can Create Advertising That SELLS!"

"New! Amazing Techniques That You Can Use To Land A High-Paying Job...Today!"

"How To Design Profit-Producing Web Sites That SELL!"

APPEALING TO BUSINESS EXECUTIVES

When writing your ad to a business-to-business audience you should keep in mind the six key benefits most likely to get attention:

1.Save Money 2.Save Time 3.Increase Sales 4.Increase Profits 5.Enhance Image 6.Boost cash flow

Most other benefits are subordinate to these key six. I call them the"Business Benefit Six-Pack." Show your customer how your product or service provides these benefits, and you will dramatically improve your results.

INTEREST AND DESIRE> (The Offer, Body Copy, Benefits-Benefits- Benefits)

You build interest in your product or service (and the desire to buy) by making the customer a compelling offer and by describing as many benefits as possible in simple and interesting terms.

Tip # 1: Top ad pros always write the ad first, then buy whatever space necessary to display the ad message with clarity and power.

Tip # 2: Words sell...graphic design displays the words in a visually appealing way. Don't confuse the two. No amount of trendy design will make a poorly written ad sell for you. Good design reinforces good copy...it cannot take the place of it! The implication for internet marketers is that content is king. Avoid glitsy, moving graphics that only distract from your message and increase load times. Good design and good copy should work synergistically.

Tip #3: Long copy sells...as long as it's good copy. I call it "greased slide" copy. You get the reader on the top of the slide when he reads a powerful headline, and he can't get off until he has taken the action asked for (i.e., ordered the product, made the trip to the store, dialed the phone, clicked the order/inquiry button, filled out the on-line order, etc.).

ACTION(Ask For The Order)

Now comes the moment of truth. You must ask for the order. Give reasons for the customer to buy now...and make it easy for him to do so. In direct response marketing, this will involve a coupon for mail orders, a toll-free order line, an e-mail address, an on-line order form, a fax order line..any means to make it easy and simple to order!

Take the fear out of the purchase. Give solid guarantees. Offer secure ordering for on-line customers. Show testimonials from satisfied customers.

Show what the customer is going to lose if he doesn't order now.

If you are a retailer, include a map to your store(s) (newcomers love them). Show the credit cards you accept, list the hours of operation, tell them about your friendly staff, include a special coupon or other incentive. In other words, "Roll out the red carpet."

INVEST IN FUTURE PROFITS

So there you have it. A primer on good advertising. If I've piqued your interest to learn more, then check out the other articles available at this resource.

Remember, bad advertising...no matter what the media...is an unproductive expense.

Good advertising is an investment in future profits!

Good advertising and good management go together. You can't have a successful business on-line or off-line---without both.

Thom Reece is CEO of Online Marketing Resource Center [http://www.E-ComProfits.com] and publisher of "Thom Reece's Web Marketing Strategies & Techniques Newsletter". Free subscripton at: http://www.WMSTDirect.com, mailto:[email protected]


Todays News by officejax free advertising and ad exchange solutionsMORE RESOURCES updated Tue. February / 27 / 2024

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The marketer's moment: an essential guide to advertising measurement in 2024  The Drum

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‘A Trojan horse of legitimacy’: Shell launches a ‘climate tech’ startup advertising jobs in oil and gas  The Guardian US

Perham business owner starts guerilla advertising campaign to grow customer base - INFORUM
Perham business owner starts guerilla advertising campaign to grow customer base  INFORUM

Google: Apple rejected Microsoft Bing deal over quality worries - Search Engine Land
Google: Apple rejected Microsoft Bing deal over quality worries  Search Engine Land

The Right To Advertise? - Techdirt
The Right To Advertise?  Techdirt

Google gives advertisers more visibility and control over search following scathing Adalytics report - Ad Age
Google gives advertisers more visibility and control over search following scathing Adalytics report  Ad Age

The war between Walmart and Amazon will now be fought on TV - Business Insider
The war between Walmart and Amazon will now be fought on TV  Business Insider

Sir John Hegarty’s 10 rules for a creative life - WePresent
Sir John Hegarty’s 10 rules for a creative life  WePresent

We need to break up Google’s online advertisement monopoly: Mike Davis - Fox News
We need to break up Google’s online advertisement monopoly: Mike Davis  Fox News

Meta's layoffs continue to impact advertisers as the company replaces account team members with AI - Digiday
Meta's layoffs continue to impact advertisers as the company replaces account team members with AI  Digiday

PHOTOS - American Advertising Association Shreveport-Bossier Awards - Shreveport Times
PHOTOS - American Advertising Association Shreveport-Bossier Awards  Shreveport Times

Who Said Display Is Dead? PubMatic Grows Banner Budgets By 9% - AdExchanger
Who Said Display Is Dead? PubMatic Grows Banner Budgets By 9%  AdExchanger

Huron Daily Tribune advertising director retiring after 35 years - Editor And Publisher Magazine
Huron Daily Tribune advertising director retiring after 35 years  Editor And Publisher Magazine

The Great Advertising Reset: Embracing a Post-Cookie Media Democracy – Beet.TV - BeetTV
The Great Advertising Reset: Embracing a Post-Cookie Media Democracy – Beet.TV  BeetTV

My Code's CEO says a floor, not a ceiling, has been set by advertisers for multicultural marketing - Digiday
My Code's CEO says a floor, not a ceiling, has been set by advertisers for multicultural marketing  Digiday

What Thriller teaches us about advertising audibility - The Media Leader
What Thriller teaches us about advertising audibility  The Media Leader

The Pitch: Advertising and marketing news for 2.27.24 - RichmondBizSense
The Pitch: Advertising and marketing news for 2.27.24  RichmondBizSense

HP says cyber criminals use advertising tools for hacking - The Jerusalem Post
HP says cyber criminals use advertising tools for hacking  The Jerusalem Post

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Tripadvisor Isn’t as Dependent on Its 2 Biggest Advertisers Anymore  Skift Travel News

Ellen Ormesher and Kathryn Clare Join DeSmog to Investigate Advertising Industry - DeSmog
Ellen Ormesher and Kathryn Clare Join DeSmog to Investigate Advertising Industry  DeSmog

Elevate your brand with data-driven digital OOH advertising in APAC - The Drum
Elevate your brand with data-driven digital OOH advertising in APAC  The Drum

Gen-Z Behavior and Their Influence on Pharma Marketing and Advertising - Pharmaceutical Executive
Gen-Z Behavior and Their Influence on Pharma Marketing and Advertising  Pharmaceutical Executive

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Analyzing Lamar Advertising (NASDAQ:LAMR) and VICI Properties (NYSE:VICI)  AmericanBankingNEWS

40,000 tear sheets from old Eisner advertising museum going up for auction - Milwaukee Record
40,000 tear sheets from old Eisner advertising museum going up for auction  Milwaukee Record

eMarketer Podcast: Around the World: 2024 global predictions ('Shark Tank'-style)—Retail media rivals, metaverse ... - Insider Intelligence
eMarketer Podcast: Around the World: 2024 global predictions ('Shark Tank'-style)—Retail media rivals, metaverse ...  Insider Intelligence

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‘Celebration Tour’: Madonna Vows to Fight “False Advertising” Lawsuit / Removes Lut...  ThatGrapeJuice

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Virtual Marketing, PR, Advertising Fair | Student Affairs  The University of Virginia

Mississippi, Medical Cannabis Advertising and the First Amendment - Harris Sliwoski LLP
Mississippi, Medical Cannabis Advertising and the First Amendment  Harris Sliwoski LLP

SoundCloud gets moody with its latest advertising feature - Music Ally
SoundCloud gets moody with its latest advertising feature  Music Ally

Shirofune Exhibits Extensive eCommerce and Omnichannel Advertising Automation Platform at eTail West To Help ... - Yahoo Finance
Shirofune Exhibits Extensive eCommerce and Omnichannel Advertising Automation Platform at eTail West To Help ...  Yahoo Finance

Missouri Treasurer faces scrutiny over state advertising on unregulated slot machines • Missouri Independent - Missouri Independent
Missouri Treasurer faces scrutiny over state advertising on unregulated slot machines • Missouri Independent  Missouri Independent

Local advertising agency wins 13 ADDY awards at American Advertising Awards - Laredo Morning Times
Local advertising agency wins 13 ADDY awards at American Advertising Awards  Laredo Morning Times

RegEd's Advertising Compliance Solution Surpasses 6 Million Submissions, Setting New Industry Milestone - TradingView
RegEd's Advertising Compliance Solution Surpasses 6 Million Submissions, Setting New Industry Milestone  TradingView

Shirofune Exhibits Extensive eCommerce and Omnichannel Advertising Automation Platform at eTail West To Help ... - MarTech Series
Shirofune Exhibits Extensive eCommerce and Omnichannel Advertising Automation Platform at eTail West To Help ...  MarTech Series

Why Salomon wants its advertising to be more than just 'sports action porn' - The Drum
Why Salomon wants its advertising to be more than just 'sports action porn'  The Drum

The Trade Desk stock signals a rebound in digital advertising - MarketBeat
The Trade Desk stock signals a rebound in digital advertising  MarketBeat

Clear Channel Outdoor Posts Higher 4Q Revenue on Airport-Advertising Strength - MarketWatch
Clear Channel Outdoor Posts Higher 4Q Revenue on Airport-Advertising Strength  MarketWatch

MediaRadar Highlights 2024 Advertising Trends. | Story | insideradio.com - Insideradio.com
MediaRadar Highlights 2024 Advertising Trends. | Story | insideradio.com  Insideradio.com

Jake Hawkins Merges Hollywood Tech with Corporate Marketing for Next-Gen Advertising - BNN Breaking
Jake Hawkins Merges Hollywood Tech with Corporate Marketing for Next-Gen Advertising  BNN Breaking

Forms | centraloregondaily.com - Central Oregon Daily
Forms | centraloregondaily.com  Central Oregon Daily

Supponor expects continued growth with scalability of digital advertising tech - Sports Business Journal
Supponor expects continued growth with scalability of digital advertising tech  Sports Business Journal

Google allows advertisers to audit ads in Search Partner network | News - Campaign Asia
Google allows advertisers to audit ads in Search Partner network | News  Campaign Asia

Squeamish about advertising? Get over it - The Media Leader
Squeamish about advertising? Get over it  The Media Leader

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

Parallels Between B2B Demand Gen and Display Advertising in the Early 2000s - MarTech Series
Parallels Between B2B Demand Gen and Display Advertising in the Early 2000s  MarTech Series

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Navigating the Maze: The Media Industry's Struggle Against Made-For-Advertising Sites  BNN Breaking

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Warner Bros. Sales Miss as TV Advertising Continues to Fall  Bloomberg

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Jim Mudd Sr., founder of Mudd Advertising, passes away at age 86  WCF Courier

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Grubhub sued by LA County for false advertising and unfair business practices  CBS News

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GA4 updates Advertising workspace to simplify reporting  Search Engine Land

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Mobile Advertising Market To Reach USD 657.17 Bn By 2029, Emerging At A CAGR Of 13.2 Percent And Forecast 2...  WhaTech

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Click, Connect, Convert: Unravelling the Mechanics of Computational Advertising  TimesTech

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‘It was deceptive advertising’: Killeen man warning others, says he was sold used solar panels  KWTX

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Top Advertising Creative Says New RI Tourism Campaign Is Not Bad—It Is Worse  GoLocalProv

Walmart Is Going For Advertising Growth - Yahoo Finance
Walmart Is Going For Advertising Growth  Yahoo Finance

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Warner Bros. Touches All-Time Low on Ad Woes, Studio Weakness  Yahoo Finance

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FTC to ban Avast from selling browsing data for advertising purposes  BleepingComputer

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Pioneers in Outdoor Advertising: JCDecaux and Pargesa Plot Exit from APG|SGA  BNN Breaking

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oOh!media leads the charge in gender equality in advertising  Marketing magazine Australia

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Listen To The Ad Law Tool Kit Show – A New Podcast From Venable - Advertising, Marketing & Branding - United States  Mondaq News Alerts

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Instagram statistics you need to know for 2024 [Updated]  Sprout Social

Global Meta advertising revenue 2023 - Statista
Global Meta advertising revenue 2023  Statista

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New Google ad policy bans fake endorsements like the notorious 'Shark Tank keto gummies'  Mashable

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Podcast: Spotify’s $10bn advertising ambition — with UK sales chief Ed Couchman  The Media Leader

Kim Petras 'isn't above' writing another advertising jingle - Longview News-Journal
Kim Petras 'isn't above' writing another advertising jingle  Longview News-Journal

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Warner Bros. Discovery Q4 Hit By Soft Advertising, Strike Impact; “We Have An Attack Plan For 2024” – David Zaslav  Deadline

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Meta's Ad Manager Glitch Causes Ad Prices to Soar  Business Insider

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HOAX: This poster advertising jobs at EABL is a scam  PesaCheck

Google Analytics 4 to introduce updates to its advertising space; users to get more tailored experiences - Storyboard18
Google Analytics 4 to introduce updates to its advertising space; users to get more tailored experiences  Storyboard18

Walmart CEO says the big-box retailer is well-positioned to grow its advertising business - CNBC
Walmart CEO says the big-box retailer is well-positioned to grow its advertising business  CNBC

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California governor launches ads to fight abortion travel bans  The Associated Press

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What OTT advertising will look like in 2024, according to industry leaders  Marketing Interactive

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Media buying in 2024—how TV investment strategies are evolving  Ad Age

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Google Analytics 4 set to introduce updates to Advertising workspace  Exchange4Media

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Japanese Advertising Giant Hakuhodo Launches Trigger Happy Studios in India (EXCLUSIVE)  Variety

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Kim Petras 'isn't above' writing another advertising jingle  Islander News.com

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Ride the WAVE of Exposure: Advertise in the WAVE Magazine and PenBayPilot.com  PenBayPilot.com

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

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Kim Petras 'isn't above' writing another advertising jingle  Watauga Democrat

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Walmart eyes advertising growth with acquisition of Vizio smart-TV biz  Fast Company

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Charts - The story of gender pay in advertising and media  AdNews

Your gaping gender pay gap in media and advertising - AdNews
Your gaping gender pay gap in media and advertising  AdNews

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Kim Petras 'isn't above' writing another advertising jingle  Shelbynews

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Watertown announces advertisement of bids for new fire station's construction  Watertown Daily Times

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How Loop Media Is Looping Advertisers Into Out-Of-Home Streaming  AdExchanger

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I am in advertising. The Copy Traineeship is about advertising; I thought I should totally create an ad: Bodhisatwa ...  afaqs!

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$7 Million for 30 Seconds? To Advertisers, the Super Bowl Is Worth It.  The New York Times

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Study: How AI boosts digital advertising and direct bookings  PhocusWire

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INVIDI Technologies and Tata Play Revolutionize Television Advertising Landscape in India with Launch of Data ...  Business Wire

Walmart's $2.3B Vizio deal highlights retail-streaming marriage - Axios
Walmart's $2.3B Vizio deal highlights retail-streaming marriage  Axios

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Sorensen: Disney intros shoppable streaming TV ads via second-screen  StreamTV Insider

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Investors Challenge 'Blind Spots' in Climate-Friendly Ratings for Ad and PR Giants  DeSmog

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Famous Innovations announces new leadership team in Delhi  ETBrandEquity

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Beyond pixels: The AI renaissance in branding  ETBrandEquity

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Guide to Meta for Marketers: Platforms, Advertising Options, & Challenges  Insider Intelligence

Google Analytics Overhauls Ad Reporting In One Central Hub - Search Engine Journal
Google Analytics Overhauls Ad Reporting In One Central Hub  Search Engine Journal

Why Walmart-Vizio deal could be 'new nexus' for advertising - Yahoo Finance
Why Walmart-Vizio deal could be 'new nexus' for advertising  Yahoo Finance

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Walmart to acquire smart TV maker Vizio for $2.3 billion in bid to boost its advertising business  Yahoo Finance

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What Vizio can do for Walmart's digital advertising business  Yahoo Finance

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'Stability with transformation': Insights into the turbulent landscape of 2024 advertising  Digiday

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