Tips On Writing a Successful Ad
When knowledge is based on truth it is powerful!
When it is critical knowledge, its presence can drive our success, while its absence may contribute to our failure. I will attempt to convey in this report some useful and practical knowledge about how to write awesome ads for the World Wide Web. It is my sincere belief that; if you act upon the suggestions that will be presented here, you may well be taking steps which will give your ad greater pulling power.
Web advertising takes many forms; web pages, classified ads, e-mail responses, news group postings, and even your signature file. No matter which form you employ unless your advertising is seen, nothing is sold. Being seen is of key importance.
However, a less considered but equally important factor is your viewing audience. Disregarding your audience results in the problem of "selling air conditioners to Eskimos." It just doesn't generate much interest. A reader who has no interest in your advertising material is not part of a qualified audience" and is not a potential customer.
Classified ads placed in the appropriate section for your product will naturally draw a qualified audience of potential customers. Ad placement within the section is the single most important factor determining whether or not your ad is seen within the section. Secondly, the content of your ad will determine which (and if) potential customers do in fact actually read your ad. When placing classified ads on the web some rules of thumb are:
DESIGNING AN AWESOME CLASSIFIED
The four essential ingredients of an awesome classified are:
ATTENTION - INTEREST - DESIRE - ACTION
If your ad is missing any of these it is not an AWESOME Ad!
ATTENTION: You must first get the readers attention. Picture him scanning the section of the classified page in which your ad is listed. For him or her it is much like which ride at the amusement park to take next. Something about your ad must grab their attention, to directs their focus toward your product.
Since classified ads usually lack graphics, it then comes down to something about the words you use, or about the way you use them. Some web advertisers seem to think that if you use lots of !!! (exclamation marks)or *** (asterisks) or maybe MAKE IT ALL CAPS that this will draw their attention. The problem here is that:
Everyone knows it's glitter and meant to get your attention. This may often interfere with the readers ability to take your words seriously. Subconsciously he may even expect your ad to be some kind of gimmick. Right or wrong, stereotype or not, my advise is let your words speak for themselves and steer clear of such tactics. We will discuss guidelines for choosing the right words later.
INTEREST: The ad must have appeal. This is a good place to state the benefits or some attractive features of your product. Knowing the demographics of your readers or the category section your ad is placed in, helps in nderstanding their interests. What benefits of your product or service is most likely to appeal to this group? Develop a mental picture of some of the customers who would come from this demographic group, and will buy your product. What kinds of jobs do they have, cars do they drive... are they young, old, single, married...
Having a mental picture of your audience is important when you want to understand their interests and know what benefits of your product you should spotlight.
DESIRE: But appealing to their interest is not enough. The ad must then "further stimulate your reader." While interest can generally be obtained by the practical properties of your product, desire needs sparking by a more emotional reaction. Is there something about your product that will make them feel good, excited, confident, secure, hoperul or powerful? Think about what other emotions your product can ignite. Does your product appeal to a particular sense. Can the reader taste, hear, smell, see or hear your product. Realize that most actions which we take are sparked by desire and most desire is stimulated by feelings. We don't really desire money.
We desire the feelings that we think money will bring us, whether they be happy, secure, or powerful. Yet, the word "money" may trigger the desire that triggers the feelings which we value and want to experience.
ACTION: If your reader does not take action, then you are dead in the water. How do you get your reader to act? Believe it or not this is the simplest step. Simply use a directive. Psychologists tell us that when given a directive (unless obviously harmful) our first instinct is to comply. Turn to the person in the seat next to you, and in a slightly commanding voice say, "give me your pen for a minute"... chances are they will, and usually, without question, for no other reason than "you told them to." Don't say... "will you give me your pen for a minute" because now they have to think, and if they have to think they may refuse. In your ad simply say: "call this number now", "email me for details", "go to our website" etc. If the first three ingredients (attention, interest, and desire) have been well done, and the reader is a qualified customer.... they will most likely take the action you direct them to take.
WHAT TYPE OF AD SHOULD YOU USE
There are three ad types:
Qualified - Partially Qualified - and Blind
The qualified ad is specific and includes more detail about the product you are selling. Some products lend themselves to qualified ad content better than others. Hair pieces for men is an example. If your product is particularly "person dependent" use this type. Qualified ads will receive the least response but more of the responses which are received will result in sales.
The partially qualified ad offers a special benefit, such as money or self- improvement. The readers have some idea of what you are offering, but don't know the specifics. If they are interested and desire your product they will follow your directive and send for more info. If you know where a partially qualified ad response comes from, you may be able to tailor your response to increase the percent of resulting sales.
Blind ads offer only a few details, they are short, and bring in the largest response. However, blind ads produce the lowest percentage of actual orders per reponse, they are often answered just out of curiosity.
ADDING WORD POWER TO YOUR CLASSIFIED AD
Some words are more powerful than others. Saying, your ad must "spark your readers interest," is more powerful than saying, your ad must "get the readers attention." Why? because by using "spark," you can see something igniting within the reader, flaming their interst, and sense they are feeling some excitement. Yes, getting them to have feelings about your words is what you want to accomplish. It is the feelings that are attached to the words that give them power. Look at the list of words below and see if you can recognize the feelings behind the words, that give them power. If you are haveing trouble finding power words to use in your ad, it is probably because you are conce trating to hard on what words you want to use instead of what sorts of feelings you want the reader to feel. Decide on the feelings first and then experiment with the words that best convey them.
Researchers at Yale University say that the twelve most POWERFUL words in the English language are:
The above list contains the type of attention getting words that you should try to include in your classified advertising ad title. Scan a bunch of classifieds (as many as necessary), picking out other such words from the title of the ads that attracted your attention. Do this until you have a list of about 50 words. Try to pick out the individual words and not the phrases. Phrases will come later. Keep this list at hand when you are designing your classified ad. Glance at the list occasionally while writing down possible titles for your ad. The title is the most important part of the ad. You may need to spend 90 percent of the time it takes to design your ad, just on the title alone.
Now write down every word that you can possibly think of which describes a particular feature or benefit of your product. What do you always tell the customer about your product? Benefits - benefits -benefits! Features - features- features!
Verbs and adjectives are great. Verbs because they show action and adjectives because they are descriptive. Active and descriptive words tend to have more enertia and cause us to react with feelings.
Now let's put it all together and create a simple classified car ad.
Want a Dependable Used Car that Looks Fantastic and Drives Great? 1994 Olds Cutlass - low mileage - automatic transmission - radio plays CD's -- tinted glass - factory air - great gas mileage - So "cherry" people will stare with envy when you drive by - Call today 555-5555 ask for Joe.
Well, this one I did quickly. Maybe you can make it better. Anyway, now review the ad. Does the title grab the reader's attention. Does the ad offer features or benefits of interest to car buyers? Is some emotional desire created to further stimulate the reader? Does the ad direct the reader's action?
Now go to it! Create your own awesome classified keeping the above thoughts in mind. Review your ad and check to see that all the important ingredients of a good ad are present. Find a classifieds site on the web with plenty of ads in a category related to your product. Get your ad listed first if you can. And wait for the response. "If you are not getting responses, then either change the title of the ad, change the wording, or Advertise in more locations!
I hope this helps in your future marketing decisions.
About The Author
Advertising research and development center
Improve Your Promotional Flyers And Improve Sales
Admittedly, I have not seen your advertising flyer. Then again, I probably don't have to. I have reviewed hundreds, if not thousands, of advertising flyers for small businesses. After 30 years I have found that nearly every small business ad flyer contains the same mistakes and missed opportunities. Avoid these seven common mistakes, and your advertising flyer - and your marketing in general - will be stronger for it.
It is difficult to miss a Hummer, but how many companies could afford to run one to promote their business? The answer is, of course, very few and it is doubtful whether GM's overgrown offspring would be the most suitable promotional vehicle for many of them. What then are the alternatives and how could businesses benefit from using a vehicle as an advertising medium?
Unlock The Power Of Online Groups
Yahoo Groups: I see countless marketers on shoestring budges turn to traffic exchanges for free traffic. If they would spend the time creating online groups rather than clicking for traffic they would see much more quality traffic. By no means am I saying throw in the towel on traffic exchanges as I use a number of them.
Do Your Business Cards Say Who You REALLY Are?
Here are a couple of tips for creating an eye catching card: Use some color - not too much - just enough to grab someone's attention and make them want to read the card.
Why Most Advertisements Stink!
Question: What do you think the most important part of any ad is?
How To Make Your Yellow Page Ads Work
I hear it often, "advertising in the Yellow Pages directory doesn't work!" I smile knowingly and wait for a pause in the conversation, and this is what I say in response to their claims?
Wheres Me Pot of Gold and Lucky Charms?
We already know this from our history books. If you want to make money today, you must first look back in time to the first time in history that a large portion of our country all tried to get rich at the same time in the same place. The first discovery of gold was at Sutter's Mill by James W. Marshall in 1948, Mr. Sutter's mill contractor and builder. This discovery sprang thousands upon thousands of ambitious individuals to get rich which we refer to as the "Gold Rush."
How To Write More Powerful Brochures, Leaflets, And Catalogues
Probably the most interesting thing about brochures and leaflets is that they're seldom read in what we've come to know as the right order - as you would read a book. Rather in the same way that many people read magazines in dentists' waiting rooms, they will flick through brochures and leaflets and stop to take a longer look at bits that grab their attention.
Brand Young and You Brand for Life; Why Cinema Advertising is an Effective Tools for Marketers
In the world of advertising there are many forms of media that can be utilized to get an advertisers message to its intended audience. Newspapers, television, radio, Internet and billboards are effective tools in this effort but one form of advertising that is often overlooked is Cinema Advertising.
Developing a Formal Brand Messaging Document
Ensure everyone in your company sings from the same sheet of music when it comes to communicating a consistent brand message.
What the Newspaper Ad Person Won?t Tell You
Newspapers are considered the PRIMARY advertising medium by 99.4% of all retailers. Newspapers have been there in every step of the typical store owner's life from the very beginning. Newspapers covered his birth, his high school graduation, his engagement, his marriage, the death of his parents and everything else.
Marketing Tips - Advertising
Typical methods of advertising-newspapers, radio and television are effective if used properly, but there are other, less expensive ways to get your company's name out.
3 Inside Secrets To Making You Richer Using Direct Mail!
Making money using direct mail isn't easy. And anyone who tells you it is, is lying.
Graphical LED Display
Graphical LED Displays utilize high-resolution graphics and video to transmit the information. You will find them sited in world's great cosmopolitan cities. These impressive electronic signs towering over the streets displays graphic and video to broadcast important information or to advertise themselves.
The SKINNY on Radio Advertising
From meager beginnings in 1920, radio has grown with us to be a major player in advertising. The radio industry says they get about 8 percent of all advertising bucks. Not bad when you consider the many ways to hawk your service or product
Constructing Business Advertisements
What many may consider the most important part of advertising is writing an effective ad. The information provided in a classified ad may be the deciding factor if it is successful or a, "bomb". In addition, there are three important angles to consider when writing business advertisements.
Effective Promotions Through Local Classified Sites
Today's online marketplace is extremely competitive. People want to market their products and services with the most cost effective manner possible. Some will market the old fashion way by placing ads in local newspapers while others will aggressively market on the Internet for less money. There are many online resources for marketing but the most attractive marketing medium is free online classifieds. The reason for this is obvious. It doesn't get much better than free. Thousands of people promote products and services everyday via online classified sites. Since classified sites are free users often do not bother to take the time to construct quality ads that sell. If your going to promote your product or service shouldn't it be done so you can get a reaction? The answers is yes! The goal is to get a reaction. Those who place free classified ads should pay attention to detail. Describe your product or service by painting a clear and concise picture. If you answer all questions before they are asked it will save you a lot of time. If you opt not to specify details the prospective buyer might find a better advertisement. Before writing up the classified ad you should look around at other ads to see how others with similar advertisements construct their ads. A good ad will be concise. It will be descriptive and it will be an eye catcher. When creating an ad for a product you should always try to include a picture to show what you are selling. A picture can sell better than a few lines of text. This doesn't mean writing isn't important because the two ad components (picture & text) compliment each other. Make sure to poof the layout and grammar of your classified ad before submission.
CD Business Cards- Why Use Them?
CD Business cards are the electronic version of the now outdated paper business or social card. They are the smaller squared version of the CD-R family.
What Makes Advertising Successful?
MANY INDIVIDUAL ELEMENTS COME INTO PLAY MAKING A SUCCESSFUL AD: 1. PERSUASIVE SELLING COPY. The wording is the single most important element in determining a successful ad. What counts most is what you say and how you say it.
Magnetic Business Cards: Make Your Marketing Message Stick
What is it about magnets that draw people to leave them on fridges and file cabinets for years at a time?
|home | site map|