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What Makes A Winning Online Ad?


Most people who have been involved with sales & marketing for any length of time have heard the axiom, "Sell them what they want. Then sell them what they need". But what does it mean? It sounds a little odd doesn't it?

Does it mean that people are frivolous & go around making irrational purchases that don't meet their needs, before more serious ones that sustain them? Should you try to sell trivial goods first, & then follow up with those that are more substantial? Should you put games & entertainment on your home page, and flour & salt in your follow up messages?

No, that's not it.

What it is trying to say is that people buy for emotional reasons. Does anybody buy a Mercedes Benz just because they NEED to get from point A to point B? Do they buy it because they NEED all of the amazing gizmos, the heated leather seats & hand polished wood trim?

No, a person buys an expensive car that they don't need because it makes them feel important. You may be shocked when I say this, but I'm going to say it anyway. Luxury purchases are motivated by vanity, envy, pride, jealousy, & narcissism, even greed. And, there is nothing sinister, or wrong with it. That's just the way we are as human beings. It's what makes us tick. In fact, these emotions are behind all kinds of everyday purchases too.

Understanding how they motivate buying behavior is critical to selling.

Look at this ad for the Wall Street Journal. It's said to be one of the most successful advertisements in the history of the world, responsible for over $1 billion in sales.

Look carefully, & see how skillfully it evokes one or more of these powerful emotions. Try to get a sense of how you feel when you read it. ------------------------------------------------------

THE WALL STREET JOURNAL "TWO YOUNG MEN" LETTER

On a beautiful late spring afternoon, twenty-five years ago, two young men graduated from the same college. They were very much alike, these two young men. Both had been better than average students, both were personable, and both - as young college graduates are - were filled with ambitious dreams for the future.

Recently, these men returned to their college for their 25th reunion. They were still very much alike. Both were happily married. Both had three children. And both, it turned out, had gone to work for the same Midwestern manufacturing company after graduation, and were still there.

But there was a difference. One of the men was manager of a small department of that company. The other was its president.

Have you ever wondered, as I have, what makes this kind of difference in people's lives? It isn't always a native intelligence or talent or dedication. It isn't that one person wants success and the other doesn't. The difference lies in what each person knows and how he or she makes use of that knowledge.

And that is why I am writing to you and to people like you about The Wall Street Journal. For that is the whole purpose of The Journal: To give its readers knowledge - knowledge that they can use in business.

The letter closes:

About those two college classmates I mention at the beginning of this letter: They were graduated from college together and together got started in the business world. So what made their lives in business different?

Knowledge. Useful knowledge. And its application.

I cannot promise you that success will be instantly yours if you start reading The Wall Street Journal. But I can guarantee that you will find The Journal always interesting, always reliable, and always useful. -------------------------------------------------------

This is a newspaper! It doesn't get much more mundane than that, but the same principle applies, do you see the power in it?

What we are talking about here are emotions that are inextricably tied to the universal desire for esteem that's hard wired into our nature as human beings. If you've got a pulse, you're under its spell. But here's the kicker. Most of the time, we are not even aware of the stimulus, only the response.

When you were reading the story about the graduates and the reunion, chances are, you were playing out your own meta program inside your head, and experiencing one of the esteem emotions. And it triggered your own personal desire to show the world what you could do, didn't it?

Esteem (to feel valued) is NOT a WANT at all. It is a basic human NEED almost as fundamental as food & water. Your prospect's hunger & thirst for it. Their emotions are the expressions of that craving.

If you can trigger them, & then associate satisfaction of the "esteem needs" with your product, you've got a winning ad!

Copyright 2005 Daniel Levis

Daniel Levis is a top marketing consultant & direct response copywriter based in Toronto Canada. Recently, Daniel & world-renowned publicist & copywriter Joe Vitale teamed up to co author "Million Dollar Online Advertising Strategies - From The Greatest Letter Writer Of The 20th Century!", a tribute to the late, great Robert Collier. Let the legendary Robert Collier show you how to write words that sell...Visit the below site & get 3 FREE Chapters! http://www.Advertising-Online-Strategies.com/ad-strategies.html


Todays News by officejax free advertising and ad exchange solutionsMORE RESOURCES updated Wed. August / 12 / 2020

Synamedia Introduces New Iris Advertising Solution - Sports Video Group
Synamedia Introduces New Iris Advertising Solution  Sports Video Group

MobiusTrend: Digital Hologram AR Advertising vs. Traditional Advertising in 5G Era - GlobeNewswire
MobiusTrend: Digital Hologram AR Advertising vs. Traditional Advertising in 5G Era  GlobeNewswire

City of Pontotoc advertising for paving bids - Northeast Mississippi Daily Journal
City of Pontotoc advertising for paving bids  Northeast Mississippi Daily Journal

Advertising Agencies - Pacific Business News - New York Business Journal
Advertising Agencies - Pacific Business News  New York Business Journal

Brand advertising firm LoopMe Ties Brand Outcomes to Connected TV - Martechcube
Brand advertising firm LoopMe Ties Brand Outcomes to Connected TV  Martechcube

Case: False Advertising/Procedure (D. Ariz.) - Bloomberg Law
Case: False Advertising/Procedure (D. Ariz.)  Bloomberg Law

DaleGibbons 7FigureBusinessCoach Marketing Consultant Advertising Sales Profits - Yahoo Finance
DaleGibbons 7FigureBusinessCoach Marketing Consultant Advertising Sales Profits  Yahoo Finance

Advertising and Media Leader Launches Meredith Data Studio - Martechcube
Advertising and Media Leader Launches Meredith Data Studio  Martechcube

In-Game Advertising Is Gaining Momentum Due To The Increasing Video Game Software Market Size, Driven By Rising Number Of Role-Playing Games Played On PC Consoles - GlobeNewswire
In-Game Advertising Is Gaining Momentum Due To The Increasing Video Game Software Market Size, Driven By Rising Number Of Role-Playing Games Played On PC Consoles  GlobeNewswire

Mirriad Advertising (LON:MIRI) Shareholders Booked A 44% Gain In The Last Year - Yahoo Finance
Mirriad Advertising (LON:MIRI) Shareholders Booked A 44% Gain In The Last Year  Yahoo Finance

NCAA college football cancellations could send networks, advertisers scrambling into 2021 - WHTC News
NCAA college football cancellations could send networks, advertisers scrambling into 2021  WHTC News

Amazon Becomes an Advertising Powerhouse - TheStreet
Amazon Becomes an Advertising Powerhouse  TheStreet

They’re Desperate For Money, But Travel Companies Remain Reluctant To Advertise - Forbes
They’re Desperate For Money, But Travel Companies Remain Reluctant To Advertise  Forbes

Advertising Stocks Face New, Major Challenge With Apple's iOS 14 - Seeking Alpha
Advertising Stocks Face New, Major Challenge With Apple's iOS 14  Seeking Alpha

Capitol recap: Illinois launches $5M advertising campaign to promote face coverings - Suburban Journals
Capitol recap: Illinois launches $5M advertising campaign to promote face coverings  Suburban Journals

FROM THE PUBLISHER: Journal offers advertising stimulus program - Sioux City Journal
FROM THE PUBLISHER: Journal offers advertising stimulus program  Sioux City Journal

Cross-Channel Performance Advertising Platform Market to Witness Huge Growth by 2026 | Facebook, Marin Software, Marilyn - The Daily Chronicle
Cross-Channel Performance Advertising Platform Market to Witness Huge Growth by 2026 | Facebook, Marin Software, Marilyn  The Daily Chronicle

U.S. ban on China's TikTok could cut it off from app stores and advertisers, White House document shows - CNBC
U.S. ban on China's TikTok could cut it off from app stores and advertisers, White House document shows  CNBC

4 Advertising Tools You Can Use to Drive More Sales - Business 2 Community
4 Advertising Tools You Can Use to Drive More Sales  Business 2 Community

LAMAR Advertising In Middle Of BLM Billboard Controversy 08/11/2020 - MediaPost Communications
LAMAR Advertising In Middle Of BLM Billboard Controversy 08/11/2020  MediaPost Communications

Cross-Channel Advertising Software Market Set for Rapid Growth Forecast 2020-2025| Key Players – TubeMogul, Marin, Oracle, Kenshoo, Funnel, Nanigans, MediaMath, AdStage, Google's DoubleClick, Criteo, AdRoll, Sizmek - Chelanpress
Cross-Channel Advertising Software Market Set for Rapid Growth Forecast 2020-2025| Key Players – TubeMogul, Marin, Oracle, Kenshoo, Funnel, Nanigans, MediaMath, AdStage, Google's DoubleClick, Criteo, AdRoll, Sizmek  Chelanpress

Outdoor Advertising Market is Thriving Worldwide | JCDecaux, Lamar Advertising, Outfront Media - The Daily Chronicle
Outdoor Advertising Market is Thriving Worldwide | JCDecaux, Lamar Advertising, Outfront Media  The Daily Chronicle

BLM billboard to come down after NC property owner pressures advertising agency - WSOC Charlotte
BLM billboard to come down after NC property owner pressures advertising agency  WSOC Charlotte

Asia-Pacific Regulatory Roundup: COVID-19 drives hard-line advertising enforcement at TGA - Regulatory Focus
Asia-Pacific Regulatory Roundup: COVID-19 drives hard-line advertising enforcement at TGA  Regulatory Focus

The Growing Global Movement to End Outdoor Advertising - Inter Press Service
The Growing Global Movement to End Outdoor Advertising  Inter Press Service

TikTok Is Facing a Potential App Store and Advertising Ban - TheStreet
TikTok Is Facing a Potential App Store and Advertising Ban  TheStreet

House GOP super PAC adds $45M to fall advertising - Politico
House GOP super PAC adds $45M to fall advertising  Politico

Southeast Asia Digital Advertising Market Drivers & Growth Opportunity Analysis Report to 2026 | Impact of COVID-19 Pandemic - Chelanpress
Southeast Asia Digital Advertising Market Drivers & Growth Opportunity Analysis Report to 2026 | Impact of COVID-19 Pandemic  Chelanpress

South Korea to ban 'backdoor online advertising' from September - MENAFN.COM
South Korea to ban 'backdoor online advertising' from September  MENAFN.COM

Out-of-Home Advertising Is Becoming More Digitally Driven - eMarketer
Out-of-Home Advertising Is Becoming More Digitally Driven  eMarketer

The Pitch: Advertising and marketing news for 8.11.20 - RichmondBizSense
The Pitch: Advertising and marketing news for 8.11.20  RichmondBizSense

Univision Media Networks Advertising Revenue Drops Amid Pandemic - Hollywood Reporter
Univision Media Networks Advertising Revenue Drops Amid Pandemic  Hollywood Reporter

Lamar Advertising Reaches Analyst Target Price - Nasdaq
Lamar Advertising Reaches Analyst Target Price  Nasdaq

SOUTH KOREA TO DISSUADE BACK DOOR ONLINE ADVERTISING EVILS - Industry Global News 24
SOUTH KOREA TO DISSUADE BACK DOOR ONLINE ADVERTISING EVILS  Industry Global News 24

Biden chooses Harris | Advertising - Winston-Salem Journal
Biden chooses Harris | Advertising  Winston-Salem Journal

Why brands like Anheuser-Busch are taking more advertising in-house - Business Insider - Business Insider
Why brands like Anheuser-Busch are taking more advertising in-house - Business Insider  Business Insider

JW Player names advertising demand chief for EMEA - Digital TV Europe
JW Player names advertising demand chief for EMEA  Digital TV Europe

Apple’s Ad Network Gets ‘Preferential Access To Users’ Data’ vs Facebook, Google, Others - Forbes
Apple’s Ad Network Gets ‘Preferential Access To Users’ Data’ vs Facebook, Google, Others  Forbes

Muralist restores historic advertising artwork in Beloit | Local News - Gazettextra
Muralist restores historic advertising artwork in Beloit | Local News  Gazettextra

Official suggests residents subsidizing advertising for The Villages - Villages-News
Official suggests residents subsidizing advertising for The Villages  Villages-News

Legal Public Notices 8/12 issue | Legal Advertising - Orlando Weekly
Legal Public Notices 8/12 issue | Legal Advertising  Orlando Weekly

Songs For Screens: How ‘Welcome Back’ Became a 2020 Advertising Anthem – Check Out New Version by Aloe Blacc (Exclusive) - Variety
Songs For Screens: How ‘Welcome Back’ Became a 2020 Advertising Anthem – Check Out New Version by Aloe Blacc (Exclusive)  Variety

Pay-per-click (PPC) Advertising Market 2027 Opportunities, Applications, Drivers, Limitations, Companies, Countries, & Forecast - Chelanpress
Pay-per-click (PPC) Advertising Market 2027 Opportunities, Applications, Drivers, Limitations, Companies, Countries, & Forecast  Chelanpress

Some US publishers to face advertising restrictions on Facebook - Big News Network
Some US publishers to face advertising restrictions on Facebook  Big News Network

News Corp Posts Wider Loss as Coronavirus Pummels Advertising Revenue - The Wall Street Journal
News Corp Posts Wider Loss as Coronavirus Pummels Advertising Revenue  The Wall Street Journal

Sponsored: In-game advertising, the compliance perspective - Gamasutra
Sponsored: In-game advertising, the compliance perspective  Gamasutra

Greece to ban slot advertising, set minimum spin times - iGaming Business
Greece to ban slot advertising, set minimum spin times  iGaming Business

Behind the scenes of Donor Advertising's campaign for Detroit museums, cultural centers - FOX 2 Detroit
Behind the scenes of Donor Advertising's campaign for Detroit museums, cultural centers  FOX 2 Detroit

Trump ban could cut TikTok off from US app stores and advertisers - South China Morning Post
Trump ban could cut TikTok off from US app stores and advertisers  South China Morning Post

Ireland MP: Airbnb deliberately advertising West Bank homes as 'in Israel' - Middle East Monitor
Ireland MP: Airbnb deliberately advertising West Bank homes as 'in Israel'  Middle East Monitor

In-App Advertising Market Analysis 2020: Size, Share, Sales, Growth, Revenue, Type, Application & Forecast To 2026 - eRealty Express
In-App Advertising Market Analysis 2020: Size, Share, Sales, Growth, Revenue, Type, Application & Forecast To 2026  eRealty Express

Advertising revenue at The New York Times plummets, but digital subscription gains are the best ever - Poynter
Advertising revenue at The New York Times plummets, but digital subscription gains are the best ever  Poynter

Online Advertising Market 2020 Future Trends, Dynamic Growth & Forecast To 2028 - My Amazon Echo
Online Advertising Market 2020 Future Trends, Dynamic Growth & Forecast To 2028  My Amazon Echo

Facebook bans pro-Trump super PAC from advertising on its platform - Fox Business
Facebook bans pro-Trump super PAC from advertising on its platform  Fox Business

Cross-Channel Advertising Software Market Size, Historical Growth, Analysis, Opportunities and Forecast To 2025 - AlgosOnline
Cross-Channel Advertising Software Market Size, Historical Growth, Analysis, Opportunities and Forecast To 2025  AlgosOnline

Despite Short-Term Advertising Downturns, Esports Outlook Remains Positive - eMarketer
Despite Short-Term Advertising Downturns, Esports Outlook Remains Positive  eMarketer

Outdoor Advertising Market to 2026: Growth Analysis by Manufacturers, Regions, Types and Applications - AlgosOnline
Outdoor Advertising Market to 2026: Growth Analysis by Manufacturers, Regions, Types and Applications  AlgosOnline

How a virtual advertising 'camp' saved internships for 200 students - AdAge.com
How a virtual advertising 'camp' saved internships for 200 students  AdAge.com

Trump Campaign Halts TV Ads as He Struggles in Polls Against Biden - The New York Times
Trump Campaign Halts TV Ads as He Struggles in Polls Against Biden  The New York Times

Virginia Draft Regulations Include Strict Advertising Restrictions Similar To Tennessee - GamblingCompliance
Virginia Draft Regulations Include Strict Advertising Restrictions Similar To Tennessee  GamblingCompliance

Interactive Advertising Market 2020-2023: Emerging Technologies, Business Trends, Regional Study, Top Global Segments Profiles and Future Prospects - My Amazon Echo
Interactive Advertising Market 2020-2023: Emerging Technologies, Business Trends, Regional Study, Top Global Segments Profiles and Future Prospects  My Amazon Echo

IPS Partners with Advantage Software to Transform the Payables Lifecycle for Advertising Agencies and Marketing Companies - Yahoo Finance
IPS Partners with Advantage Software to Transform the Payables Lifecycle for Advertising Agencies and Marketing Companies  Yahoo Finance

BetMGM, NASCAR Partner For Advertising And In-Race Betting - Legal Sports Betting
BetMGM, NASCAR Partner For Advertising And In-Race Betting  Legal Sports Betting

ViacomCBS Takes Q2 Advertising Hit But Manages To Beat Revenue Forecasts - Deadline
ViacomCBS Takes Q2 Advertising Hit But Manages To Beat Revenue Forecasts  Deadline

Democrats' bid to unseat Wagner hits television with Schupp advertisement - STLtoday.com
Democrats' bid to unseat Wagner hits television with Schupp advertisement  STLtoday.com

Joe Biden Announces Elections Ad Buy Totaling $280 Million - The New York Times
Joe Biden Announces Elections Ad Buy Totaling $280 Million  The New York Times

Do Its Financials Have Any Role To Play In Driving Vertoz Advertising Limited’s (NSE:VERTOZ) Stock Up Recently? - Simply Wall St
Do Its Financials Have Any Role To Play In Driving Vertoz Advertising Limited’s (NSE:VERTOZ) Stock Up Recently?  Simply Wall St

‘A Big Correction’: Pandemic Brings Change to ‘Bloated’ Ad Industry - The New York Times
‘A Big Correction’: Pandemic Brings Change to ‘Bloated’ Ad Industry  The New York Times

Google Expands Audio Advertising Options to Help Brands Tap Into Increased Audio Engagement - Social Media Today
Google Expands Audio Advertising Options to Help Brands Tap Into Increased Audio Engagement  Social Media Today

IAB US Podcast Advertising Revenue Study: FY 2019 & 2020 COVID-19 Impact - IAB
IAB US Podcast Advertising Revenue Study: FY 2019 & 2020 COVID-19 Impact  IAB

How to Create Video Advertising Campaigns for the Long Run - Entrepreneur
How to Create Video Advertising Campaigns for the Long Run  Entrepreneur

Microsoft Advertising Integrates Shutterstock to Help Advertisers Create High-Performing Ads - PRNewswire
Microsoft Advertising Integrates Shutterstock to Help Advertisers Create High-Performing Ads  PRNewswire

More Than 1,000 Companies Boycotted Facebook. Did It Work? - The New York Times
More Than 1,000 Companies Boycotted Facebook. Did It Work?  The New York Times

Disney Slashed Ad Spending on Facebook Amid Growing Boycott - The Wall Street Journal
Disney Slashed Ad Spending on Facebook Amid Growing Boycott  The Wall Street Journal

As the Facebook boycott ends, brand advertisers are split on what happens next with their marketing budgets - Digiday
As the Facebook boycott ends, brand advertisers are split on what happens next with their marketing budgets  Digiday

Hulu Ads For $500? Streamer Makes Bid for Small Advertisers - Variety
Hulu Ads For $500? Streamer Makes Bid for Small Advertisers  Variety

Michigan Threatens to Slip From Trump as He Goes Quiet on Airwaves - The New York Times
Michigan Threatens to Slip From Trump as He Goes Quiet on Airwaves  The New York Times

How the world’s biggest advertisers are spending (or not) as the pandemic grinds on - Digiday
How the world’s biggest advertisers are spending (or not) as the pandemic grinds on  Digiday

These big companies have cut the most daily ad dollars during the Facebook boycott - Fortune
These big companies have cut the most daily ad dollars during the Facebook boycott  Fortune

As Trump Pushes Into Portland, His Campaign Ads Turn Darker - The New York Times
As Trump Pushes Into Portland, His Campaign Ads Turn Darker  The New York Times

The Revitalization Of Print Advertising - Forbes
The Revitalization Of Print Advertising  Forbes

Advertising adjusts for a new reality: Sweatpants for staying home and toilet paper that cares - The Washington Post
Advertising adjusts for a new reality: Sweatpants for staying home and toilet paper that cares  The Washington Post

Facebook Boycott: Starbucks and Diageo to Pull Ads - The New York Times
Facebook Boycott: Starbucks and Diageo to Pull Ads  The New York Times

As Facebook Boycott Grows, Advertisers Grapple With Race - The New York Times
As Facebook Boycott Grows, Advertisers Grapple With Race  The New York Times

Google Will Require Proof of Identity From All Advertisers - The New York Times
Google Will Require Proof of Identity From All Advertisers  The New York Times

Ad Boycott of Facebook Keeps Growing - The New York Times
Ad Boycott of Facebook Keeps Growing  The New York Times

How to achieve brand safety in digital advertising - SmartBrief
How to achieve brand safety in digital advertising  SmartBrief

‘Morally Impossible’: Some Advertisers Take a Timeout From Facebook - The New York Times
‘Morally Impossible’: Some Advertisers Take a Timeout From Facebook  The New York Times

Why Advertising Is Here Now -- And Here To Stay - Forbes
Why Advertising Is Here Now -- And Here To Stay  Forbes

Value Ad-ded: Benefits of The Interest-Based Advertising Model - Disruptive Competition Project
Value Ad-ded: Benefits of The Interest-Based Advertising Model  Disruptive Competition Project

Advertisers are trying to adapt to COVID-19 - Marketplace
Advertisers are trying to adapt to COVID-19  Marketplace

Facebook just lost one of the biggest advertisers in the world for the rest of 2020 - NBC News
Facebook just lost one of the biggest advertisers in the world for the rest of 2020  NBC News

AI Makes A Splash In Advertising - Forbes
AI Makes A Splash In Advertising  Forbes

IAB US 2020 Digital Video Advertising Spend Report: Putting COVID in Context - IAB
IAB US 2020 Digital Video Advertising Spend Report: Putting COVID in Context  IAB

How to Improve the Efficiency of Advertising? - MarTech Series
How to Improve the Efficiency of Advertising?  MarTech Series

Interested In Advertising With Us? - WHSV
Interested In Advertising With Us?  WHSV

The CEO of a major advertising trade group says the Facebook boycott is a turning point - CNBC
The CEO of a major advertising trade group says the Facebook boycott is a turning point  CNBC

TikTok's new offering for small advertisers could help it lure them from Facebook - CNBC
TikTok's new offering for small advertisers could help it lure them from Facebook  CNBC

The advertising business is becoming less cyclical—and more concentrated - The Economist
The advertising business is becoming less cyclical—and more concentrated  The Economist

Amazon Advertising Drives Higher Returns For Retail Brands Than Facebook Or Google - Forbes
Amazon Advertising Drives Higher Returns For Retail Brands Than Facebook Or Google  Forbes

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