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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 Mon. March / 27 / 2023

Newsletter publishers say they continue to see uptick in revenue despite advertising slowdown - Digiday
Newsletter publishers say they continue to see uptick in revenue despite advertising slowdown  Digiday

Advertising Agency 2023: Mischief @ No Fixed Address - Campaign US
Advertising Agency 2023: Mischief @ No Fixed Address  Campaign US

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

Army pulls recruiting ads after Jonathan Majors' arrest - The Associated Press
  1. Army pulls recruiting ads after Jonathan Majors' arrest  The Associated Press
  2. Jonathan Majors arrest: Army pulls recruiting ads after actor accused of assault in domestic dispute  KABC-TV
  3. Army pulls recruiting ads after Jonathan Majors' arrest  CP24

Major marijuana bill advances from committee, advertising restrictions fail - Independent Record
Major marijuana bill advances from committee, advertising restrictions fail  Independent Record

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

China updates online advertising rules to tame recommendation algorithms - South China Morning Post
China updates online advertising rules to tame recommendation algorithms  South China Morning Post

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

A New Gold Standard for Digital Ad Measurement? - HBR.org Daily
A New Gold Standard for Digital Ad Measurement?  HBR.org Daily

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

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

Direct Mail Advertising for Non-profits Market Size, Top Countries ... - Digital Journal
Direct Mail Advertising for Non-profits Market Size, Top Countries ...  Digital Journal

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

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

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

Chicago Petroleum & Advertising Show Set to Attract Antique Collectors and Enthusiasts - Country Herald
Chicago Petroleum & Advertising Show Set to Attract Antique Collectors and Enthusiasts  Country Herald

How TikTok is responding to advertisers' concerns about potential ... - Campaign Asia
How TikTok is responding to advertisers' concerns about potential ...  Campaign Asia

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

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

Three Common Reasons Why Marketing Fails Shared by 2023 ThreeBestRated® Advertising Agency: bloomfield knoble - PRUnderground
Three Common Reasons Why Marketing Fails Shared by 2023 ThreeBestRated® Advertising Agency: bloomfield knoble  PRUnderground

Attorney claims Jonathan Majors innocent over alleged assault; US ... - Screen International
Attorney claims Jonathan Majors innocent over alleged assault; US ...  Screen 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

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

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

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

Advertising watchdog issues guidance for 'influencers' after Mrs Hinch bans - Daily Record
Advertising watchdog issues guidance for 'influencers' after Mrs Hinch bans  Daily Record

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

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

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

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

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

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

Advertise with NOF - NewOrleans.Football
Advertise with NOF  NewOrleans.Football

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

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

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

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

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

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

Netflix Surpasses 1 Million Users For Its Advertising Business - Bloomberg
Netflix Surpasses 1 Million Users For Its Advertising Business  Bloomberg

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

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

Coldstream Capital Management Inc. increases its stake in Lamar ... - Best Stocks
Coldstream Capital Management Inc. increases its stake in Lamar ...  Best Stocks

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

Advertising in China - New Guidelines on Use of Superlative ... - China Briefing
Advertising in China - New Guidelines on Use of Superlative ...  China Briefing

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

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

Fox News is fighting a $1.6 billion lawsuit. But advertisers haven't ... - NPR
Fox News is fighting a $1.6 billion lawsuit. But advertisers haven't ...  NPR

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

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

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

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

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

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

HOAX: This poster advertising job and internship opportunities at ... - PesaCheck
HOAX: This poster advertising job and internship opportunities at ...  PesaCheck

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

LGBTQ+ Consumers Less Satisfied With Their Advertising ... - MediaPost Communications
LGBTQ+ Consumers Less Satisfied With Their Advertising ...  MediaPost Communications

Xbox Removes 'Candy Crush Saga' Advertising From Microsoft ... - Pure Xbox
Xbox Removes 'Candy Crush Saga' Advertising From Microsoft ...  Pure Xbox

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

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

States Are Learning the Wrong Lesson From Maryland's Digital ... - RealClearMarkets
States Are Learning the Wrong Lesson From Maryland's Digital ...  RealClearMarkets

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

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

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

Illegally placed signs advertising auction in Omaha confiscated - WOWT
Illegally placed signs advertising auction in Omaha confiscated  WOWT

Austin plumbing company has unique advertising by spoofing well-known films - FOX 7 Austin
Austin plumbing company has unique advertising by spoofing well-known films  FOX 7 Austin

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.com
Belgium bans gambling advertising from July 1  Reuters.com

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

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

XFL Quarterback Gets Defense's Calls In Helmet Speaker As Las ... - OutKick
XFL Quarterback Gets Defense's Calls In Helmet Speaker As Las ...  OutKick

German minister calls for ban on advertising junk food to children - The Guardian
German minister calls for ban on advertising junk food to children  The Guardian

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

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

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

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

Meta's AI-driven advertising system splits marketers - Financial Times
Meta's AI-driven advertising system splits marketers  Financial Times

Staying Competitive Against Big Businesses: Best Practices for ... - Benzinga
Staying Competitive Against Big Businesses: Best Practices for ...  Benzinga

Xbox Begins Advertising 'Candy Crush Saga' As New Free-To-Play ... - Pure Xbox
Xbox Begins Advertising 'Candy Crush Saga' As New Free-To-Play ...  Pure Xbox

Emirates Fined For Misleading Business Class Advertising - One Mile at a Time
Emirates Fined For Misleading Business Class Advertising  One Mile at a Time

WMU advertising students win over Michigan dairy industry with ... - WMU News
WMU advertising students win over Michigan dairy industry with ...  WMU News

Why Dirty Data is Leading to Advertising Waste and How to Stop It - Spiceworks News and Insights
Why Dirty Data is Leading to Advertising Waste and How to Stop It  Spiceworks News and Insights

PubMatic Is Ready for an Advertising Slump - The Motley Fool
PubMatic Is Ready for an Advertising Slump  The Motley Fool

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

The modern orthopaedist persona: what to know for your next ... - Wolters Kluwer
The modern orthopaedist persona: what to know for your next ...  Wolters Kluwer

Digital Advertising Continues to Steal TV's Thunder - Variety
Digital Advertising Continues to Steal TV's Thunder  Variety

Barstool Sports Cited for Possibly Violating Massachusetts ... - Lexology
Barstool Sports Cited for Possibly Violating Massachusetts ...  Lexology

Display advertising in 5 charts: From programmatic to retail media - Insider Intelligence
Display advertising in 5 charts: From programmatic to retail media  Insider Intelligence

Agency Report Card 2022: BBDO | Advertising - Campaign Asia
Agency Report Card 2022: BBDO | Advertising  Campaign Asia

Netflix and F1 Give Cigarette Giants a Billion-Minute Advertising ... - Expose Tobacco
Netflix and F1 Give Cigarette Giants a Billion-Minute Advertising ...  Expose Tobacco

Agency Report Card 2022: Wieden + Kennedy | Advertising - Campaign Asia
Agency Report Card 2022: Wieden + Kennedy | Advertising  Campaign Asia

Marketers Prove Skeptical of Advertising In Chat-Based Search ... - Adweek
Marketers Prove Skeptical of Advertising In Chat-Based Search ...  Adweek

Meta plans AR advertising: “A huge deal” - MIXED Reality News
Meta plans AR advertising: “A huge deal”  MIXED Reality News

Fake ChatGPT Chrome Extension Hijacking Facebook Accounts for ... - The Hacker News
Fake ChatGPT Chrome Extension Hijacking Facebook Accounts for ...  The Hacker News

How social fragmentation is creating more opportunities for advertisers - Digiday
How social fragmentation is creating more opportunities for advertisers  Digiday

SF Giants use Bengie Molina to advertise Oracle Park's improved WiFi - Sports Illustrated
SF Giants use Bengie Molina to advertise Oracle Park's improved WiFi  Sports Illustrated

Here's How Brands Like Pepsi and Ally Scored Big Returns by ... - Business Insider
Here's How Brands Like Pepsi and Ally Scored Big Returns by ...  Business Insider

Advertising in Argentina - statistics & facts - Statista
Advertising in Argentina - statistics & facts  Statista

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