#The Good The Bad And The Ugly – Advertising
No matter what your reasons are, everybody who is in advertising whether to buy, sell or promote, the bottom line is always going to be money.
Display Advertisements – The Good – Not So Good – The Bad
A display or space Ad differs from a classified Ad because it has a headline, layout, and because the style isn’t telegraphic. However, the fundamentals of writing the display or space Ad are exactly the same as for a classified Ad. The basic difference is that you have more room in which to emphasize the “master formula.”
How To Write Online Ads
Most successful copywriters rate the headline and/or the lead sentence of an Ad as the most important part of the Ad, and in reality, you should do the same. After all, when you Ad is surrounded by hundreds of other Ads, and information or entertainment, what makes you think anyone is going to see your particular Ad?
The truth is, they’re not going to see your Ad unless you can “grab” their attention and entice them to read all of what you have to say. Your headline, or lead sentence when no headline is used, has to make it more difficult for your prospect to ignore or pass over, than to stop and read your Ad. If you don’t capture the attention of your reader with your headline, anything beyond is useless effort and wasted money.
Successful Advertising headlines – in classified Ads, your first three to five words serve as your headline – are written as promises, either implied or direct. The former promises to show you how to save money, make money, or attain a desired goal. The latter is a warning against something undesirable.
Example Of A Promise: Are You Ready To Become A Millionaire – In Just 18 Months?
Example Of A Warning: Do You Make These Mistakes In English?
In both of these examples, I’ve posed a question as the headline. Headlines that ask a question seem to attract the reader’s attention almost as surely as a moth is drawn to a flame. Once they see the question, they just can’t seem to keep themselves from reading the rest of the Ad to find out the answer. The best headline questions are those that challenge the reader; that involve their self esteem, and do not allow them to dismiss your question with a simple yes or no.
You’ll be the envy of your friends is another kind of “reader appeal” to incorporate into your headline whenever appropriate. The appeal has to do with basic psychology: everyone wants to be well thought of, and consequently, will read into the body of your Ad to find out how they can gain the respect and accolades of their friends.
Write Online Ads That Sell
Wherever and whenever possible, use colloquialisms or words that are not usually found in advertisements. The idea is to shock or shake the reader out of their reverie and cause them to take notice of your Ad. Most of the headlines you see day in and day out have a certain kind of sameness with just the words rearranged. The reader may see these headlines with their eyes, but their brain fails to focus on any of them because there’s nothing different or out of the ordinary to arrest their attention.
Example Of Colloquialism: Are You Developing a POT BELLY?
Another attention-grabber kind of headline is the comparative priced magazine headline: Three For Only $3, Regularly $3 Each! Still another of the “tried and proven” kind of headlines is the specific question: Do You Suffer From These Symptoms? And of course, if you offer a strong guarantee, you should say so in your headline: Your Money Refunded, If You Don’t Make $100,000 Your First Year.
How To headlines have a very strong basic appeal, but in some instances, they’re better used as book titles than Advertising headlines. Who else wants in on the finer things – which your product or service presumably offers – is another approach with a very strong reader appeal. The psychology here, being the need for everyone to belong to a group – complete with status and prestige motivations.
Whenever, and as often as you can possible work it in, you should use the word “you” in your headline, and throughout your copy. After all, your Ad should be directed to “one” person, and the person reading your Ad wants to feel that you’re talking to them personally, not everyone who lives on their street.
Personalize, and be specific! You can throw the teachings of your English teachers out the window, and the rules of “third person, singular” or whatever else tends to inhibit your writing. Whenever you sit down to write advertising copy intended to pull the orders – sell the product – you should picture yourself in a one-on-one situation and “talk” to your reader just as if you were sitting across from them at your dining room table. Say what you mean, and sell THEM on the product you’re offering. Be specific and ask them if these are the things that bother them – are these the things they want – and they are the one you want to buy the product…
The layout you devise for your Ad, or the frame you build around it, should also command attention. Either make it so spectacular that it stands out like lobster at a chili dinner, or so uncommonly simple that it catches the reader’s eye because of its very simplicity. It’s also important that you don’t get cute with a lot of unrelated graphics and artwork. Your Ad should convey the feeling of excitement and movement, but should not tire the eyes or disrupt the flow of the message you are trying to present.
Any graphics or artwork you use should be relevant to your product, its use and/or the copy you have written about it. Graphics should not be used as artistic touches, or to create an atmosphere. Any illustrations with your Ad should compliment the selling of your product, and prove or substantiate specific points in your copy.
Once you have your reader’s attention, the only way you are going to keep it, is by quickly and emphatically telling them what your product will do for them.
Tell Them Why – Benefits
Your potential buyer doesn’t care in the least how long it’s taken you to produce the product, how long you have been in business, nor how many years you’ve spent learning your craft. They want to know specifically how they are going to benefit from the purchase of your product.
Generally, their wants will fall into one of the following categories: Better health, more comfort, more money, more leisure time, more popularity, greater beauty, success and/or security.
Even though you have your reader’s attention, you must follow through with an enumeration of the benefits they can gain. In essence, you must reiterate the advantages, comfort and happiness they’ll enjoy – as you have implied in your headline.
Mentally picture your prospect – determine their wants and emotional needs – put yourself in their shoes, and ask yourself: If I were reading this Ad, what are the things that would appeal to me? Write your copy to appeal to your reader’s wants and emotional needs/ego cravings.
Satisfying Needs & Desires
Remember, it’s not the “safety features” that have sold cars for the past 50 years – nor has it been the need of transportation – it has been, and almost certainly always will be the advertising writer’s recognition of people’s wants and emotional needs/ego cravings. Visualize your prospect, recognize their wants and satisfy them. Writing good Advertising copy is nothing more or less than knowing “who” your buyers are; recognizing what they want; and then telling them how your product will fulfill each of those wants. Remember this because it’s one of the “vitally important” keys to writing advertising copy that does the job you intend for it to do.
The “desire” portion of your Ad is where you present the facts of your product and create and justify your prospect’s conviction, and cause them to demand “a piece of the action” for themselves.
It’s vital that you present “proven facts” about your product because survey results show that at least 80% of the people reading your Ad – especially those reading it for the first time – will tend to question its authenticity.
Justification & Credibility
So, the more facts you can present in the Ad, the more credible your offer. As you write this part of your Ad, always remember that the more facts about the product you present the more of the product you’ll sell. People want facts as reasons, and/or excuses for buying a product – to justify to themselves and others, that they have not been “taken” by a slick copywriter.
It’s like the girl who wants to marry the guy her father calls a “no good bum.” Her heart – her emotions – tell her yes, but she needs to nullify the seed of doubt lingering in her mind – to rationalize her decision to go on with the wedding.
In other words, the “desire” portion of your Ad has to build belief and credibility in the mind of your prospect. It has to assure them of their good judgement in the final decision to buy – furnish evidence of the benefits you have promised – and afford them a “safety net” in case anyone should question their decision to buy.
People tend to believe the things that appeal to their individual desires, fears and other emotions. Once you have established a belief in this manner, logic and reasoning are used to support it. People believe what they “want” to believe. Your reader “wants” to believe your Ad if they have read it through this far – it is up to you to support their initial desire.
Do Your Homework
Study your product and everything about it – visualize the wants of your prospective buyers – dig up the facts, and you’ll almost always find plenty of facts to support the buyer’s reasons for buying.
Here is where you use results of tests conducted, growing sales figures to prove increasing popularity, and “user” testimonials or endorsements. It’s also important that you present these facts – test results, sales view, and not that of the manufacturer.
Before you end this portion of your Ad and get into your demand for action, summarize everything you’ve presented thus far. Draw a mental picture for your potential buyer. Let them imagine owning the product. Induce them to visualize all of the benefits you have promised. Give them the keys to seeing themselves richer, enjoying luxury, having time to do whatever they would like to do, and with all of their dreams fulfilled.
This can be handled in one or two sentences, or spelled out in a paragraph or more, but it is the absolute ingredient you must include prior to closing the sale. Study all the sales presentations you have ever heard – look at every winning Ad – this is the element included in all of them that actually makes the sale for you. Remember it, use it, and don’t try to sell anything without it.
As a very successful writer once said in their best selling book, How To Write A Good Advertisement: Every one of the fundamentals in the “master formula” is necessary. Those sitting across from them at the dining table who are “easy” to sell may perhaps be sold even if some of these factors are left out, but it’s wiser to plan your advertisement so that it will have a powerful impact upon those who are “hardest” to sell. For, unlike fact-to-face selling, we cannot in printed Advertising come to a “trial close” in our sales talk – in order to see if those who are easier to sell will welcome the dotted line without further persuasion.
We must assume that we are talking to the hardest ones – and that the more thoroughly our copy sells both the hard and the easy, the better chance we have against the competition for the consumer’s dollar – and also the less dependent we will be upon the usual completely ineffective follow through on our Advertising effort which takes place later at the sales counter itself.
Advertising Using The Right Publication Media
Although this may sound a little silly and you think it is only common sense to know this – people will often overlook this fact when choosing what media form they will be Advertising in. Instead, they will look for the lowest price for the amount of circulation they receive. Unfortunately, this does not work out. Even though you need to look for good deals that make it easy on your wallet, you will be throwing money away if you don’t pre-qualify the media you choose.
One way of pre-qualifying the media is to get your hands on a sample copy. Most publishing media will send them or show them to you free of charge.
Study the different forms of media to see what other people are Advertising and how they are Advertising it. Contact some of the people who sell items similar to your own with the hope of networking with them. You would be surprised how much free publicity you can get just from corresponding, calling and networking with others.
Once you locate a form of media you want to Advertise in, give it a try for 3 months. If you don’t get any response or only a few orders, try another form. Eventually you will hit on the right target market that will be interested in what you have to sell.
Don’t Stop With One media form though. Just because you locate the target market of people who are interested in purchasing your product there is no reason you can’t Advertise in more than one publication. In fact – if you don’t, your Ad will become stale. If the same people continue to see your Ad every month they will probably get tired of looking at it. Besides, if they wanted the product they would have ordered it by now. Don’t tire them out! Alternate different size Ads and get rid of ones that don’t work well.
Leave your Ad running as long as it brings in orders for you but also Advertise in 5, 10, 20 or 50 other publication platforms as well to generate a steady stream of orders and to reach more people.
Key Your Ads. Many beginners in advertising never key their Ads so they know what publication people saw their Ads in. In fact, I personally never did this myself and ended up losing a lot of money. So please don’t make the same mistake I did. Keying your Ads means that you place a code of some sort in your Address so that when people contact and order something from you, you will immediately know where they saw your Ad. Keep a record of every name and Address of the publishers you send an Advertisement to. Record the date you sent the Ad and the date you received a checking copy, proving that your Ad appeared. Also record the “code” you used so you can immediately identify where it came from. This is especially important when you advertise online so that you have a geographic area you can target in future Ads.
People will sometimes even change their name on the Ad for keying purposes. You might see the name “Harriet’s Recipe Book” instead of Harriet Ranger. Harriet might also use “Harriet’s Cookbook” or even “Harriet’s Solution to Stress” on her Ads relating to these products.
Use your own imagination and pretty soon, keying your Ads will be a normal part of your life. Be sure and keep track (on your Record Sheet) of how many responses you receive from each publication. After 3 months, look over your Record Sheet and get rid of the publications that didn’t do well. You’ll go broke if you spend $10 per month Advertising a 2-inch Ad if you only receive $1 back in orders. After awhile you’ll be able to see where it pays you to Advertise your particular product and then you can send in larger Ads to those publications. Never stop using this method and you’ll never stop getting orders. It’s a win-win situation for everybody!
It seems hard to believe that it was over 20 years ago when we saw the first banner Ad online that captured our attention. By the late 1990’s, dot-coms flush with venture capital cash, operated with a “money is no object” attitude and the hype knew no end.
When the dot-com crash hit, it seemed that online Advertising was a lost cause. Ad blockers killed the banner Ads, and spam killed the e-mail campaigns. Users tuned out, and it seemed that marketers had killed the golden goose. But a funny thing has happened between then and now. Not only has online Advertising and marketing endured, but it has emerged as an absolutely crucial part of today’s marketing on the internet.
Online marketing brings new levels of reach, targeting and accountability, and has moved into the mainstream. Online Advertising has become the solution to marketing problems at a level that other media haven’t been able to do, and the market today is growing at more than 20% per year.
Companies are spending at a level that is really pretty interesting. Consider Ford Motor Co, the Advertising manager of its truck division said, “we gave digital as much thought and attention as any other medium. Look at the numbers,” he says, “80% of people who buy a Ford vehicle go to our Web site first. Half of all truck customers use online shopping sites. You’d be crazy as a marketer not to take this medium seriously.”
That much attention and spending is the fact that Internet usage is now firmly in the mainstream and broadband usage has grown by leaps and bounds.
Today the Internet is everywhere and when it’s not, people notice and demand that it be even more available. Online Advertising has matured and it enables marketers to “target” consumers in a fine-tuned fashion creating highly personalized user experience. It’s as effective in getting across a communications and branding message as any other medium.
Online Advertising also allows two-way interaction between Advertisers and their target audience, providing a “real-time” feedback loop that’s invaluable. A marketer can establish and maintain a two-way dialogue with a consumer online, and no other form of Advertising can do this as effectively.
Online Advertising supports an almost endless variety of messaging formats, from banner Ads and e-mail messages to more elaborate interactive vehicles and microsites. It‘s the capability to combine the motion and animated visuals of television with close-up and personal interaction.
The results of online advertising campaigns can be measured precisely, making publishers accountable for the promises they make and marketers accountable to management for the success of their programs. Yet even though online Advertising has asserted its strengths, real-world marketers have made online just another medium in their standard marketing mix.
More than anything, what online provides mainstream Advertisers is “another point of contact with the consumer” at various stages of the buying cycle. So where is the evolution of online advertising today?
Online Ads will get better targeted, with new concepts opening up new opportunities to marketers. We should see online Ads becoming richer and more evocative, with animation and streaming video. If history is a guide, there will be ups and downs and the “hype” meter will spike at highs and lows, but the past has set the stage for future growth.
Marketers are on the cusp of a big trend now, made possible by the familiarity and true use of the internet as an Advertising medium. This is the starting point, where the future growth in online advertising is just beginning to come into view. Where will you go from here?
Classified & Display Advertising 101
Advertising isn’t hard to do. You prepare an Advertisement or write a classified Ad to sell your product or generate interest to send people more information. But the way most people make mistakes is either by their inability to write effective Ad copy and by sending it to be published in the wrong publication. Here are some pointers to follow:
How To Write Effective Ads
Never try to sell anything costing more than $5 in a small display Ad or a classified Ad. First of all, you don’t have enough room to tell people everything they need to know to entice them to order.
Instead, you need to employ the “Two-Step” method of Advertising. Request the reader to send you $1 or 4 first-class postage stamps for more information. When they respond, you will send them a brochure, flyer, order form and cover letter so they can place an order for the real product.
Now that pricing is out of the way lets talk about writing your Ad copy. The best way to learn how is to read the Ads other people have written. Don’t copy them word-for-word, but use them as a guide to write your own Ads. Once you get the hang of it, you’ll be writing effective Ad copy just as well as the pros.
Advertising Ad Sheets Equals Big Profits
Publishing and distributing a mail order Ad sheet can be very profitable. They are simple and easy to produce, with most quick print shops able to handle the printing at fairly low cost. The important consideration is that you can use them to pull in Advertising dollars for yourself, as a free Advertising media for your own products, and as an exchange medium with which to get greater exposure for your own Ads.
Before starting an Ad sheet, you should plan it all out – decide on an interesting, informative title, choose a masthead, lay out your columns for size, determine if it is to be a simple 8 1/2 x 11 single sheet of paper or an 11 x 17 sheet folded in half. You’ll also need to know your production cost for the number you intend to have printed, and the postage cost to mail them out.
Most Ad sheets start out as single sheets of paper, 8 1/2 x 11, printed on both sides. Usually, the front side is divided into three equal columns about 2 1/4 inches wide, with a 1/2 inch margin from the edge of the paper on both sides and top and bottom.
Assuming that the space occupied by your title, masthead and listing of rates for Advertisers interested in placing an Ad with you is two inches deep, this leaves you about 24 inches of Advertising space to sell on the front side. Figuring a cost of $50 for 1,000 copies of such an Ad sheet, printed both sides, and a third-class bulk-rate postage of $110, this means that your 24 inches of Ad space will have to be sold at a rate of $6.25 each in order to break even. This means: You have to sell all of the Ad space on the front of your Ad sheet at $6.25 per Ad – and then expect to make your profits from the sale of the back side of your Ad sheet. Actually, it would be feasible to charge $7.00 per inch for the space on the front side, and carry your own full page Ad on the back side. At any rate, don’t box yourself into a loss situation where you can’t afford to place your own Ads in your Ad sheet.
You get Ads by making up an Advertising solicitation sales letter and sending it out to as many mail order dealers as you can find. You can also run Ads in other people’s publications, inviting the readers to check with you regarding placement of an Ad in your publication. And of course, you’ll want to work out some exchange Advertising deals (whereby another publisher runs your Ad in his publication, and you run his in exchange). From the experience of many, many publishers, this can be one of the most effective ways of getting your Ads run, at low/no cost, and it is recognized to be successful in the field of Mail Order.
You probably won’t be able to fill up all of your available Ad space with paid Ads until you are well established – but no problem – first you fill your Ad space with paid Ads, and then you fill in the empty space with Ads of your own. Some beginning Advertisers fill a part of their empty space with complimentary Ads for other mail order operators, send them a copy of the issue in which the complimentary Ad appears, and invite them to continue the Ad on a “paid” basis from there. Many of them will appreciate the favor and send you a check or money order to continue running the Ad.
If you undertake the publication of an Ad sheet, be sure to consider the possibilities of sending out 100 to 1,000 copies of your Ad sheet to other mail order operators to rubber stamp their names/Addresses as co-publishers and mail out for you. Thus, if you had 50 other mail order operators sending out 100 copies each of your Ad sheet, you’d be talking about a circulation of 5,000 copies plus the number of copies you mail out. If you can get this kind of program going, you’ll quickly build your reputation as well as your circulation, and at the bottom line, your profits.
Some Ad sheet publishers, once they’ve established themselves and are putting out an impressive publication set up distributor networks. Generally, they run Ads calling for distributor/dealers and asking for a $5 to $10 registration fee. In reply to the registration application, they send out a letter explaining that each distributor can buy at half price, so many copies of each issue of the Ad sheet, rubber stamp their name on each copy, and send them out as their own. In return, the distributors usually get 50% of the incoming Advertising orders, a half-price Ad for themselves, and an opportunity to sell subscriptions.
The bottom line relative to becoming a successful Ad sheet publisher has to do with keeping your production costs – printing and mailing – as low as possible, while putting out a quality product that other people in the mail order business will want to Advertise in – while at the same time using it as an Advertising/selling vehicle for your own products.
Everyone involved in mail order selling should have some sort of Ad sheet – if for no other reason than as a means to an end include, an advertising vehicle for your own products, an extra income form advertising revenues, and as an exchange media with which to gain greater exposure for your own products in other people’s publications. Once you’ve got an Ad Sheet, or any kind of publication set up and being seen by other mail order operators, you’ll quickly gain stature and a certain amount of prestige.
As with any business, your ultimate success depends on your own feasibility studies, and your “sharp-pencil” planning completed before you order your first issue printed. Think about it, weigh the pro’s & con’s, then go with your decision.
Tabloids -versus- Adsheets
Another question about Advertising that many people have is whether it’s better to Advertise in tabloids or Adsheets. Many people will sell you information on the best day to mail and the best time of the year to Advertise. They think they have it down to a science and will convince you of their methods. However, there are NO set rules that can be employed by everyone. That’s because there are a wide variety of ways to approach various products. If you sell travel services and read a report that told you not to Advertise during the summer months, you’d go broke. The summer is the travel industry’s biggest money-making season!
Don’t get hung up on specific statistics made by people who claim to be expert researchers. There is no way to determine what is best for you than to try it yourself and see what works. You are the person in control of your business and you are where the buck stops. Take Advantage of your authority and try every angle you can think of until you determine what’s best for your company’s product and/or service.
Tabloids are a fantastic Advertising vehicle and Adsheets are too. Sometimes people feel a small 1″ camera-ready Ad gets lost in a tabloid filled with 100’s of them. This may be true in some circumstances and not true in others. Do you look at Ads in tabloids? Of course you do. You scan the pages and your eye is always directed to one or two on the page that catches your eye. Ask yourself “why” they caught your eye. Was it because the Ad was placed in a specific area on the page? Was it because of the headline or the word “free”?
Classifieds work well in tabloids and Adsheets and sometimes they don’t, Look in your local newspaper. Doesn’t it have page after page of classified Ads? If nobody was reading them and responding to them, the Advertisers wouldn’t be submitting Advertising to it. So evidently, people DO read classified Ads – even if there are 100’s of them. Test the waters and do what works the best for you.
Classified Ads are the Ads from which all successful businesses are started. These small, relatively inexpensive Ads, give the beginner an opportunity to advertise their product or service without losing their shirt if the Ad doesn’t pull or the people don’t break their door down with demands for their product. Classified Ads are written according to all the advertising rules. What is said in a classified Ad is the same that’s said in a larger, more elaborate type of Ad, except in condensed form.
To start learning how to write good classified Ads, clip ten classified Ads form ten different publications – Ads that you think are pretty good. Paste each of these Ads onto a separate sheet of paper.
Analyze each of these Ads: How has the writer attracted your attention – what is it about the Ads that keeps your interest – are you stimulated to want to know more about the product being Advertised – and finally, what action must you take? Are all of these points covered in the Ad? How strongly are you “turned on” by each of these Ads?
Rate these Ads on a scale of one to ten, with ten being the best according to the formula I’ve given you. Now, just for practice, without clipping the Ads, do the same thing with ten different Ads from a shopping catalog. In fact, every Ad you see form now on, quickly analyze it, and rate it somewhere on your scale. If you’ll practice this exercise on a regular basis, you’ll soon be able to quickly recognize the “Power Points” of any Ad you see, and know within your own mind whether an Ad is good, bad or otherwise, and what makes it so.
Practice for an hour each day. Write the Ads you’ve rated 8, 9 and 10 exactly as they’ve been written. This will give you the “feel” of the fundamentals and style necessary in writing classified Ads.
Your next project will be to pick out what you consider to be the ten “worst” Ads you can find in the classifieds sections. Clip these out and paste them onto a sheet of paper so you can work on them.
Read these Ads over a couple of times, and then beside each of them, write a short comment stating why you think it’s bad: Lost in the crowd, doesn’t attract attention – doesn’t hold the reader’s interest – nothing special to make the reader want to own the product – no demand for action.
You probably already know what’s coming next, and that’s right. Break out those pencils, erasers and scratch paper – and start rewriting these Ads to include the missing elements.
Each day for the next month, practice writing the ten best Ads for an hour, just the way they were originally written. Pick out ten of the worst Ads, analyze those Ads, and then practice rewriting those until they measure up to doing the job they were intended to do.
Once you’re satisfied that the Ads you’ve rewritten are perfect, go back into each Ad and cross out the words that can be eliminated without detracting from the Ad. Classified Ads are almost always “finalized” in the style of a telegram.
EXAMPLE: I’ll arrive at 2 o’clock tomorrow afternoon, the 15th. Meet me at my office.
All my love, Jim.
EDITED FOR SENDING: Arrive 2pm – 15th – my office.
CLASSIFIED AD: Save on your food bills! Reduced prices on every shelf in the store! Stock up now while supplies are complete! Come on in today, to our TESCO’s Family Friendly Supermarkets!
EDITED FOR PUBLICATION: Save on Food! Everything bargain priced! Limited Supplies! Hurry!
It takes dedicated and regular practice, but you can do it. Simply recognize and understand the basic formula – practice reading and writing the good ones – and rewriting the bad ones to make them better. Practice, and keep at it, over and over, every day – until the formula, the idea, and the feel of this kind of Ad writing becomes second nature to you. This is the ONLY WAY to gain expertise in writing good classified Ads.
Ask For Action! Demand The Money!
Lots of Ads are beautiful, almost perfectly written, and quite convincing – yet they fail to ask for or demand action form the reader. If you want the reader to have your product, then tell him so and demand that he send his money now. Unless you enjoy entertaining your prospects with your beautiful writing skills, always demand that he complete the sale now, by taking action now – by calling a telephone number and ordering, or by writing his check and rushing it to the post office.
Once you have got them on the hook, land them! Don’t let them get away!
Probably, one of the most common and best methods of moving the reader to act now, is written in some form of the following:
All of this can be yours! You can start enjoying this new way of life immediately, simply by sending a check for $XX! Don’t put it off, then later wish you had gotten in on the ground floor! Make out that check now, and “be IN on the ground floor!” Act now, and as an “early-bird” buyer, we’ll include a big bonus package – absolutely free, simply for acting immediately! You win all the way! We take all the risk! If you are not satisfied, simply return the product and we will quickly refund your money! Do it now! Get that check on its way to us today, and receive the big bonus package! After next week, we won’t be able to include the bonus as a part of this fantastic deal, so act now! The sooner you act, you more you win!
Offering a reward of some kind will almost always stimulate the prospect to take action. However, in mentioning the reward or bonus, be very careful that you don’t end up receiving primarily, requests for the bonus with mountains of requests for refunds on the product to follow. The bonus should be mentioned only casually if you are asking for product orders; and with lots of fanfare only when you are seeking inquiries.
Too often the copywriters, in their enthusiasm to pull in a record number of responses, confuses the reader by “forgetting about the product,” and devoting their entire space allotted for the “demand for action” to sending for the bonus. Any reward offered should be closely related to the product, and a bonus offered only for immediate action on the part of the potential buyer.
Specify a time limit. Tell your prospect that they must act within a certain time limit or lose out on the bonus, face probably higher prices, or even the withdrawal of your offer. This is always a good hook to get action.
Any kind of guarantee you offer always helps you produce action from the prospect. And the more liberal you can make your guarantee, the more product orders you will receive. Be sure you state the guarantee clearly and simply. Make it so easy to understand that even a child would not misinterpret what you are saying.
The action you want your prospect to take should be easy – clearly stated – and devoid of any complicated procedural steps on his part, or numerous directions for him to follow.
Picture your prospect, very comfortable in their favorite easy chair, idly flipping through a magazine while “half-watching” TV. They notice your Ad, reads through it, and they are sold on your product. Now what do they do?
Remember, they are very comfortable – you have “grabbed” their attention, sparked their interest, painted a picture of them enjoying a new kind of satisfaction, and they are ready to buy…
Anything and everything you ask or cause them to do is going to disrupt this aura of comfort and contentment. Whatever they must do had better be simple, quick and easy!
Tell them without any ifs, ands or buts, what to do – fill out the coupon, include your check for the full amount, and send it in to us today! Make it as easy for them as you possibly can – simply and direct. And by all means, make sure an Address is on the order form they are supposed to complete and mail in to you – your name and Address on the order form, as well as just above it. People sometimes fill out a coupon, tear it off, seal it in an envelope and don’t know where to send it. The easier you make it for them to respond, the more responses you’ll get!
There you have it, a complete short course on how to write Ads that will pull more orders for you – sell more of your product for you. It’s important to learn “why” Ads are written as they are – to understand and use, the “master formula” in your own Ad writing endeavors.
By conscientiously studying good Advertising copy, and practice in writing Ads of your own, now that you have the knowledge and understand what makes Advertising copy work, you should be able to quickly develop your copywriting abilities to produce order-pulling Ads for your own products. Even so, and once you do become proficient in writing Ads for your own products, you must never stop “noticing” how Ads are written, designed and put together by other people. To stop learning would be comparable to shutting off from the rest of the world.
The best Ad writers are people in touch with the world in which they live. Every time they see a good Ad, they clip it out and save it. Regularly, they pull what makes them good, and why they work. There’s no school in the country that can give you the same kind of education and expertise so necessary in the field of Ad writing. You must keep yourself up-to-date, aware of, and in-the-know about the other guy – his innovations, style, changes, and the methods they use to sell their products. On-the-job training – study and practice – that’s what it takes – and if you have got that burning ambition to succeed, you can do it too!
Write Attention Getting Advertisements
The most important aspect of any business is selling the product or service. Without sales, no business can exist for very long.
All sales begin with some form of Advertising. To build sales, this Advertising must be seen or heard by potential buyers, and cause them to react to the Advertising in some way. The credit for the success, or the blame for the failure of almost all Ads, reverts back to the Ad itself.
Generally, the “Ad writer” wants the prospect to do one of the following:
a) Visit the store to see and judge the product for themself or immediately pay and send for the merchandise being advertised.
b) Phone for an appointment to hear the full sales presentation, or write for further information which amounts to the same thing.
Why You Should Write Attention Getting Advertisements
The bottom line in any Ad is quite simple: To make the reader buy the product or service. Any Ad that causes the reader to only pause in this thinking, to just admire the product, or to simply believe what’s written about the product – is not doing its job completely.
The “Ad Writer” must know exactly what they wants their readers to do, and any that does not elicit the desired action is an absolute waste of time and money.
In order to elicit the desired action from the prospect, all Ads are written according to a simple “master formula” which is:
- Attract the “attention” of your prospect
- “Interest” your prospect in the product
- Cause your prospect to “desire” the product
- Demand “action” from the prospect
Never forget the basic rule of Advertising copywriting: If the Ad is not read, it won’t stimulate any sale; if it is not seen, it cannot be read; and if it does not command or grab the attention of the reader, it will not be seen!
Most successful Advertising copywriters know these fundamentals backwards and forwards. Whether you know them already or you’re just now being exposed to them, your knowledge and practice of these fundamentals will determine the extent of your success as an Advertising copywriter.
QUESTIONS & ANSWERS
1.What’s The Most Profitable Way To Use Classifieds?
Classifieds are best used to build your mailing list of qualified prospects. Use classified to offer a free catalog, booklet or report relative to your product line.
2.What Can You Sell “Directly” From Classifieds?
Generally, anything and everything, so long as it doesn’t cost more than five dollars which is about the most people will pay in response to an offer in the classifieds. These types of Ads are great for pulling inquiries such as: Write for further information; Send $3, get two for the price of one; Dealers wanted, send for product info and a real money-maker’s kit!
3.What Are The Best Months Of The Year To Advertise?
All twelve months of the year! Responses to your Ads during some months will be slower in accumulating, but by keying your Ads according to the month they appear, and a careful tabulation of your returns from each keyed Ad, you will see that steady year round Advertising will continue to pull orders for you, regardless of the month it’s published. I’ve personally received inquiries and orders from Ads placed as long as 2 years previous to the date of the response!
4.Are Mail Order Publications Good Advertising Buys?
The least effective are the Ad sheets. Most of the Ads in these publications are “exchange Ads,” meaning that the publisher of Ad sheet “A” runs the Ads of publisher “B” without charge, because publisher “B” is running the Ads of publisher “A” without charge. The “claimed” circulation figures of these publications are almost always based on “wishes, hopes and wants” while the “true” circulation goes out to similar small, part-time mail order dealers. Very poor medium for investing Advertising dollars because everybody receiving a copy is a “seller” and nobody is buying. When an Ad sheet is received by someone not involved in mail order, it is usually given a cursory glance and then discarded as “junk mail.”
Tabloid newspapers are slightly better than the Ad sheets, but not by much! The important difference with the tabloids is in the “helpful information” articles they try to carry for the mail order beginner. A “fair media” for recruiting dealers or independent sales reps for mail order products, and for renting mailing lists, but still circulated amongst “sellers” with very few buyers. Besides that, the life of a mail order tab sheet is about the same as that of your daily newspaper.
With mail order magazines, it depends on the quality of the publication and its business concepts. Some mail order magazines are nothing more than expanded Ad sheets, while others – such as BOOK BUSINESS MART – strive to help the opportunity seekers with on-going advice and tips he can use in the development and growth of his own wealth-building projects. Book Business Mart is not just the fastest growing publication in the mail order scene today; it’s also the first publication in more than 20 years to offer real help anyone can use in achieving his own version of “The American Dream” of building one’s own business form a “shoestring beginning” into a multi-million dollar empire!
- How Can I Decide Where To Advertise My Product?
First of all, you have to determine who your prospective buyers are. Then you do a little bit of market research. Talk to your friends, neighbors and people at random who might fit this profile. Ask them if they would be interested in a product such as yours, and then ask them which publications they read. Next, go to your public library for a listing of the publications of this type from the Standard Rate & Data Service catalogs.
Make a list of the Addresses, circulation figures, reader demographics and Advertising rates. To determine the true costs of your Advertising and decide which is the better buy, divide the total audited circulation figure into the cost for a one inch Ad: $10 per inch with a publication showing 10,000 circulation would be 10,000 into $10 or 10¢ per thousand. Looking at the Advertising rates for Book Business Mart, you would take 42,500 into $15 for an Advertising rate of less that THREE TENTHS OF ONE CENT PER THOUSAND. Obviously, your best buy in this case would be Book Business Mart because of the lower cost per thousand.
Write and ask for sample copies of the magazines you have tentatively chosen to place your Advertising in. Look over their Advertising – be sure that they don’t or won’t put your Ad in the “gutter” which is the inside column next to the binding. How many other mail order type Ads are they carrying – you want to go with a publication that’s busy, not one that has only a few Ads. The more Ads in the publication, the better the response the Advertisers are getting, or else they wouldn’t be investing their money in that publication.
To “properly” test your Ad, you should let it run through at least three consecutive issues of any publication. If your responses are small, try a different publication. Then, if your responses are still small, look at your Ad and think about rewriting it for greater appeal, and pulling power. In a great many instances, it’s the Ad and not the publication’s pulling power that’s at fault!
Ok folks having read all of this article – for which I thank you – do you believe you can now go ahead and make money from all these various kinds of Advertising?
Because make no mistake if done properly advertising in its many forms will make you very rich.
I personally only work with one form because it is the best way just now and will continue to be so in the future and in fact it will carry on being the best for the rest of our own lifetimes and beyond.
I’m talking about internet advertising or to put it another way, internet marketing using the internet to advertise, sell and promote products or services.
Having said this I will also say that all the ways described in this article can be incorporated within Internet Advertising and any marketer worth their salt would be extremely foolish to ignore this.
So as I said Internet marketing will make you rich. My question to you is:
You Want To Be Debt Free – Achieve This Happy State Of Affairs From The Comfort Of Your Own Home
I’m taking it for granted that you would love financial security for the rest of your own life and have peace of mind that your children would be well taken care of as well. And of course being comfortably well off yourself for the rest of your life would surely give you the lifestyle you have always dreamed off but thought you could never have.
So as I said how could you achieve this happy state of affairs? The solution is simple. You have your own website to earn an income from home. The company I have in mind is called Wealthy Affiliate and if you’re wondering if Wealthy Affiliate’s a scam, I can tell you with an emphatic ‘No Way ‘. How do I know this is because I’m an ambassador for the company and it’s definitely not in my interests to lie to you! As a member of WA yourself you are shown from day one with step by step video training, online classrooms, an online bootcamp, live chat, private messaging, emails and so much more.
You can start as a complete beginner, follow the training and build your own online business. The amazing part is that unlike every other ‘Make Money At Home’ program out there, Wealthy Affiliate actually includes everything you need to create a business online – from the help and support, training I mentioned above, loads of other tools and functions and of course hosting for your websites! I can also be just as emphatic in telling you that there are no more payments or hidden costs, not ever.
It’s by far the most helpful, interactive community for online business on the market today, so you would kick yourself if you missed out on your chance to join and set the ball rolling to actually owning your own business.
But you’re probably asking yourself what exactly is Wealthy Affiliate, Right?
It’s an online training program that can teach anybody how to start their own online business. The training is for anyone aged 18 and above. There are people in their late teens and others who are retired and in their 60’s, 70’s and 80’s so there’s a pretty wide range of experience and skills in the mix.
You Can Start An Online Business From Scratch With No Experience
You could easily start a successful business from whatever your interests or hobbies are because starting a business based on these means you will be able to write with confidence and authority which always comes across well with your potential customers. People will trust you and TRUST is an all important factor in Internet marketing.
There are billions of people who now access the internet every day searching for stuff, a solution to a problem, a particular piece of information on just about anything you care to mention. They search Google and other search engines all the time, night and day.
Just think about it. Do you seriously think you would ever run out of customers?
With the Wealthy Affiliate training behind you and all its other resources you are shown exactly what and how you should go about getting those potential customers to your website to buy from YOU! You are shown how to create a website, build it out with content and monetize it so people can come, look and buy.
Read the testimonials within the images below that I took at random from the internet. They are genuine images so there is no way I could copy and paste the comments together. Right below that is a graphic outlining everything that you will have access to when you join, and remember it will not cost you a red cent as a starter member.
You want to be financially independent, don’t you, you want to be debt free, you don’t want to have to worry about paying bills ever again and you certainly don’t want to have another boss in your life? So just think. Wouldn’t it be great to walk out of your bedroom straight into your ‘Job’? And that’s only if you want to work that day, because being your own boss means you work when you want to and to your own schedule. You take time off when you want. You have coffee breaks when you want to. You go on vacation when you want.
Believe me, working for yourself will give you all these advantages and as a member of the Wealthy Affiliate community you can get your start to your new future as a business owner and be debt free for the rest of your life.
You have read this far down the page so you are interested, right? Well take a look at that graphic below and sign up today because tomorrow you will just be another day older and the same person in the same old job. That’s if you have one or even if you do there is no such thing these days as ‘Job For Life’.
But as your own boss you will always have a job, and your own business which you can pass on to your kids to give them the financial security you will have with your own business.
This is me signing off and I hope to see you on the inside.
Have a nice day.