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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:

0 SAFETY

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

David Bell

http://www.wspromotion.com/

Advertising research and development center


Todays News by officejax free advertising and ad exchange solutionsMORE RESOURCES updated Wed. January / 22 / 2020

Yes, Mr. Peanut is Dead. But Old School Advertising is Even Deader - Inc.
Yes, Mr. Peanut is Dead. But Old School Advertising is Even Deader  Inc.

Little Caesars, Hard Rock Set For Super Bowl Advertising Debuts - SportsBusiness Daily
Little Caesars, Hard Rock Set For Super Bowl Advertising Debuts  SportsBusiness Daily

Making The Most Of This Year's Advertising Budgets: 15 Expert Tips - Forbes
Making The Most Of This Year's Advertising Budgets: 15 Expert Tips  Forbes

Alcohol Trends and Super Bowl Political Advertising - Harvard Business Review
Alcohol Trends and Super Bowl Political Advertising  Harvard Business Review

DoubleVerify targets connected TV advertising fraud - FierceVideo
DoubleVerify targets connected TV advertising fraud  FierceVideo

LSU's championship run earned $200 million in free advertising for the university - WBRZ
LSU's championship run earned $200 million in free advertising for the university  WBRZ

Instreamatic Partners with Triton Digital to Accelerate Voice-Driven Audio Advertising - MarTech Series
Instreamatic Partners with Triton Digital to Accelerate Voice-Driven Audio Advertising  MarTech Series

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Netflix Explains Its Aversion To Taking On Advertising, Again 01/23/2020  MediaPost Communications

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OUTFRONT Media (OUT) Clinches WMATA Advertising Contract  Yahoo Finance

VDO.AI: Shaping the Future of Video Advertising - Yahoo Finance
VDO.AI: Shaping the Future of Video Advertising  Yahoo Finance

CuriosityStream Launches "Your World of Factual Entertainment" Advertising Campaign - Yahoo Finance
CuriosityStream Launches "Your World of Factual Entertainment" Advertising Campaign  Yahoo Finance

How YouTube shields advertisers (not viewers) from harmful videos - Quartz
How YouTube shields advertisers (not viewers) from harmful videos  Quartz

How Advertising Technology Will Cement Streaming's Dominance Over Cable - Motley Fool
How Advertising Technology Will Cement Streaming's Dominance Over Cable  Motley Fool

Seasoned Publishing and Advertising Executive Jeff Rich Joins Rhombus to Expand Footprint with Brands and Publishers - Yahoo Finance
Seasoned Publishing and Advertising Executive Jeff Rich Joins Rhombus to Expand Footprint with Brands and Publishers  Yahoo Finance

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Get Ahead of Competition With New SocialPeta Advertising Intelligence Database  MarTech Series

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ADVERTISING: Advertorial — HOLLY CARLING: The complex health picture  Coeur d'Alene Press

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Why VIZIO Is Getting Into The Advertising Business  Forbes

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Study Finds 98% of Brands Believe Customer Attention Metrics Can Improve Mobile Advertising  Business Wire

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Successful advertising: it's what you know, not who  Netimperative

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Uber Drivers Urge NYC To End Advertising Ban On For-Hire Vehicles  WCBS 880

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Polish Industry Fighting Against Advertising Tax On Supplements  HBW Insight

Massive Facebook influence on public opinion makes its ad policy a serious election threat - USA TODAY
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Out of Home Advertising Association of America Launches Biweekly News Service - Citybizlist Real Estate
Out of Home Advertising Association of America Launches Biweekly News Service  Citybizlist Real Estate

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Radio Advertising: Dead or Alive?  Radio & Television Business Report

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After an Erroneous Report, the NFL Clarifies Its Position on Las Vegas Advertising in Super Bowl  Adweek

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Advertisers see early promise in TikTok’s self-serve ad platform  Digiday

Upper Providence Advertising for Police Officer - The Schwenksville Post
Upper Providence Advertising for Police Officer  The Schwenksville Post

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Netflix Needs Advertising Plus Subscriptions, Investor Says  Barron's

Proposed digital advertising tax bad for business | COMMENTARY - Baltimore Sun
Proposed digital advertising tax bad for business | COMMENTARY  Baltimore Sun

OUTFRONT Media Awarded Long-Term Advertising Contract By The Washington Metropolitan Area Transit Authority - MarTech Series
OUTFRONT Media Awarded Long-Term Advertising Contract By The Washington Metropolitan Area Transit Authority  MarTech Series

Advertising industry steering clear of political fray - Greater Baton Rouge Business Report
Advertising industry steering clear of political fray  Greater Baton Rouge Business Report

ADVERTISING: Advertorial — GEORGE BALLING: Wine on the road… - Coeur d'Alene Press
ADVERTISING: Advertorial — GEORGE BALLING: Wine on the road…  Coeur d'Alene Press

Gojek and The Trade Desk Launch Advertising Partnership in Indonesia - Yahoo Finance
Gojek and The Trade Desk Launch Advertising Partnership in Indonesia  Yahoo Finance

TOUS is Under Fire for Allegedly Engaging in "Fraudulent" Advertising of Gold, Silver Jewelry - The Fashion Law
TOUS is Under Fire for Allegedly Engaging in "Fraudulent" Advertising of Gold, Silver Jewelry  The Fashion Law

Kelley Drye Launches Advertising and Privacy Law Resource Center - Ad Law Access
Kelley Drye Launches Advertising and Privacy Law Resource Center  Ad Law Access

W2O acquires advertising and medical education agency 21GRAMS - PMLiVE
W2O acquires advertising and medical education agency 21GRAMS  PMLiVE

With an influencer advisory board, Clorox is changing up its YouTube advertising strategy - Digiday
With an influencer advisory board, Clorox is changing up its YouTube advertising strategy  Digiday

Opinion Is advertising's very strange future real? - The Drum
Opinion Is advertising's very strange future real?  The Drum

Advertising's Share of Time Spent With Media Continues To Erode - Editor And Publisher Magazine
Advertising's Share of Time Spent With Media Continues To Erode  Editor And Publisher Magazine

Brand advertising is broken. Here's why. - The Drum
Brand advertising is broken. Here's why.  The Drum

NBCUniversal Exec Touts Peacock Advertising Ambitions - Hollywood Reporter
NBCUniversal Exec Touts Peacock Advertising Ambitions  Hollywood Reporter

Marketing pros give their take on 2020 challenges at AAF Pittsburgh event - Pittsburgh Business Times
Marketing pros give their take on 2020 challenges at AAF Pittsburgh event  Pittsburgh Business Times

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ADVERTISING: Advertorial — DR. WAYNE M. FICHTER: What options do you have when back surgery fails?  Coeur d'Alene Press

Walmart's ad execs to know, hot DTC companies, iHeartMedia breaks hearts - Business Insider
Walmart's ad execs to know, hot DTC companies, iHeartMedia breaks hearts  Business Insider

A New Decade Dawns – The Shaping of the Advertising Ecosystem - MarTech Series
A New Decade Dawns – The Shaping of the Advertising Ecosystem  MarTech Series

Female-targeted advertising, UW-Madison drinking culture factors in high female alcohol death rates - WAOW
Female-targeted advertising, UW-Madison drinking culture factors in high female alcohol death rates  WAOW

Dating apps share personal data with advertisers, study says - We Live Security
Dating apps share personal data with advertisers, study says  We Live Security

Advertising watchdog bans 'anti-hangover drink' ad - The Drinks Business
Advertising watchdog bans 'anti-hangover drink' ad  The Drinks Business

Revcontent Launches Industry-First Video Marketplace - MarTech Advisor
Revcontent Launches Industry-First Video Marketplace  MarTech Advisor

Why Audio Ads Should Be a Part of Your Advertising Strategy in 2020 - MarTech Series
Why Audio Ads Should Be a Part of Your Advertising Strategy in 2020  MarTech Series

Programmatic Advertising Is Driving Rapid Growth in Mobile Video - eMarketer
Programmatic Advertising Is Driving Rapid Growth in Mobile Video  eMarketer

New agreement locks in 25 percent more revenue from WMATA's advertising network - MassTransitMag.com
New agreement locks in 25 percent more revenue from WMATA's advertising network  MassTransitMag.com

Some Super Bowl advertisers concerned Trump, Bloomberg ads could steal their thunder - CNBC
Some Super Bowl advertisers concerned Trump, Bloomberg ads could steal their thunder  CNBC

Former Trump Aide Named Advertising Agency CEO - Patch.com
Former Trump Aide Named Advertising Agency CEO  Patch.com

Merkle launches digital advertising solution for retailers to monetize their customer data - MarTech Today
Merkle launches digital advertising solution for retailers to monetize their customer data  MarTech Today

11 key Walmart executives who are leading its advertising business - Business Insider Nordic
11 key Walmart executives who are leading its advertising business  Business Insider Nordic

Lamar Advertising Company Announces Proposed Private Offering of Senior Notes - Associated Press
Lamar Advertising Company Announces Proposed Private Offering of Senior Notes  Associated Press

Advertising As We Know It Is Dead - Forbes
Advertising As We Know It Is Dead  Forbes

AppsFlyer raises $210 million in Series D for mobile advertising attribution - GamingStreet
AppsFlyer raises $210 million in Series D for mobile advertising attribution  GamingStreet

Meet the entrepreneur redefining the TV advertising industry - Business Leader
Meet the entrepreneur redefining the TV advertising industry  Business Leader

Longtime FTC Advertising Official to Leave the Agency - Bloomberg Law
Longtime FTC Advertising Official to Leave the Agency  Bloomberg Law

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Sign spinning isn’t just about advertising, it’s a sport too  WBTV

Presidential candidates spend millions on social media advertising - KCAU 9
Presidential candidates spend millions on social media advertising  KCAU 9

Is the Viral Non-Ad Ad the Future of Advertising? - The New York Times
Is the Viral Non-Ad Ad the Future of Advertising?  The New York Times

Advertisers hope proposed digital tax is 'dead on arrival' - Baltimore Business Journal
Advertisers hope proposed digital tax is 'dead on arrival'  Baltimore Business Journal

With Impeachment in the News, Ads Are Staying Away From Politics - The New York Times
With Impeachment in the News, Ads Are Staying Away From Politics  The New York Times

Advertisers beg Google not to kill Chrome cookies without a plan B, warning it could hurt start-ups - CNBC
Advertisers beg Google not to kill Chrome cookies without a plan B, warning it could hurt start-ups  CNBC

Amazon's Expanding Its Video-Advertising Business - The Motley Fool
Amazon's Expanding Its Video-Advertising Business  The Motley Fool

Google Appoints Former Advertising Executive To Head Its South African Operations - Moguldom
Google Appoints Former Advertising Executive To Head Its South African Operations  Moguldom

Facebook Stock Gets Price-Target Increase On Positive Advertising Outlook - Investor's Business Daily
Facebook Stock Gets Price-Target Increase On Positive Advertising Outlook  Investor's Business Daily

Can Basic Attention Token (BAT) Solve the Traditional Advertising Problem? - CryptoTicker
Can Basic Attention Token (BAT) Solve the Traditional Advertising Problem?  CryptoTicker

Your Digital Detox May Be Toxic for Advertising - The New York Times
Your Digital Detox May Be Toxic for Advertising  The New York Times

Spotify's New Podcast Advertising Tool Had 'Major' Results for One Early Advertiser - The Motley Fool
Spotify's New Podcast Advertising Tool Had 'Major' Results for One Early Advertiser  The Motley Fool

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The latest YouTube brand safety ‘crisis’ shows advertisers are taking a more nuanced approach  Digiday

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Direct-response advertisers report some early success with Snapchat’s dynamic ads  Digiday

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How the BBC is setting the bar for creative outdoor advertising  Econsultancy

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Lamar Advertising offering $1B in debt  Seeking Alpha

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Lazy Advertising Thinking Is A Deadly Sin  Forbes

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Italy - Eni fined for misleadingly advertising HVO blend - The only source of comprehensive biofuels statistics  AgraNet

YouTube overhauls advertising, data collection on kids content - The Washington Post
YouTube overhauls advertising, data collection on kids content  The Washington Post

Global Outdoor Advertising Market Size, Share, Growth Rate, Revenue, Applications, Industry Demand & Forecast to 2026 – Dagoretti News - Dagoretti News
Global Outdoor Advertising Market Size, Share, Growth Rate, Revenue, Applications, Industry Demand & Forecast to 2026 – Dagoretti News  Dagoretti News

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B2B Paid Advertising in 2020 with Greg Finn [PODCAST]  Search Engine Journal

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What Amazon Advertising Will Look Like in 2020  Adweek

U.S. Advertising and Marketing Spend to Grow to Nearly $390 Billion in 2020 - Adweek
U.S. Advertising and Marketing Spend to Grow to Nearly $390 Billion in 2020  Adweek

Inside the Biggest 2020 Advertising War Against Trump - The New York Times
Inside the Biggest 2020 Advertising War Against Trump  The New York Times

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Should Massachusetts ban billboards advertising marijuana products?  The Boston Globe

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NBC’s Peacock Enlists Advertisers and Cable Companies in Marketing Push  Wall Street Journal

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