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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 Fri. January / 18 / 2019

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A local car dealership has pulled its advertising from WHEC-TV (Channel 10) following the events surrounding the firing of the station's chief meteorologist.


‘It will be Google, Facebook and Amazon’: The year in Amazon advertising - Digiday
‘It will be Google, Facebook and Amazon’: The year in Amazon advertising  Digiday

Amazon's advertising business is a brewing industry force, and ad buyers and competing retailers and platforms are only starting to come to terms with its weight ...


Golf Digest struggles to find advertisers for its magazine - New York Post
Golf Digest struggles to find advertisers for its magazine  New York Post

Golf Digest is struggling to come up with advertisers as parent company Condé Nast continues to seek a buyer. In the February issue that hit this week, 10 of the ...


What 12 Advertising, Marketing And Design Leaders Learned From Their Unconventional Backgrounds - Forbes
What 12 Advertising, Marketing And Design Leaders Learned From Their Unconventional Backgrounds  Forbes

What do a chef, a basketball player, a tour manager, a carpenter, and an art dealer have in common? Turns out, the early makings of a successful career in ...


Maine media companies come together to form advertising network - Press Herald
Maine media companies come together to form advertising network  Press Herald

Maine media companies under the ownership of Camden entrepreneur Reade Brower have assembled into a single advertising network called Masthead ...


Hulu Will Start Offering ‘Attribution’ Measures for Advertisers - Variety
Hulu Will Start Offering ‘Attribution’ Measures for Advertisers  Variety

Hulu is the latest media outlet to start offering so-called 'attribution' measures that try to gauge whether ads spurred consumer action.


Smith Advertising founder sentenced to maximum 5 years - The Fayetteville Observer
Smith Advertising founder sentenced to maximum 5 years  The Fayetteville Observer

TAMPA — The founder of an advertising agency that defrauded investors in Sarasota and elsewhere out of $63 million was sentenced Friday to five years in ...


Digital advertising to grow to Rs 14,281 crore in 2019: Dentsu Aegis - Economic Times
Digital advertising to grow to Rs 14,281 crore in 2019: Dentsu Aegis  Economic Times

The third edition of the annual report, which was released on Wednesday, puts the size of digital advertising in the country at Rs 10819 crore in 2018 and ...


How Instagram is making outdoor advertising better IRL - Fast Company
How Instagram is making outdoor advertising better IRL  Fast Company

1 in 4 Americans has posted an image of an outdoor ad to the platform, according to Nielsen–and the industry is taking notice.


It Looks Like Verizon's Online Advertising Project Is a Flop - The Motley Fool
It Looks Like Verizon's Online Advertising Project Is a Flop  The Motley Fool

The telecom giant's bet on online advertising hasn't worked out, and the company just admitted as much.


Another Sex Toy Company Says MTA Advertising Jerked Them Around - Bedford + Bowery
Another Sex Toy Company Says MTA Advertising Jerked Them Around  Bedford + Bowery

(image courtesy of Dame Products). These days, trains are delayed often enough for you to get a good look at whatever advertisements emblazon the subway ...


How A Little Science And A Lot Of Shady Advertising Boosted Yeast's Popularity - NPR
How A Little Science And A Lot Of Shady Advertising Boosted Yeast's Popularity  NPR

Nutritional yeast isn't a new health fad — in the 1920s, sales exploded due to the "Yeast for Health" campaign. But bad news about the candida strain affected all ...


Facebook has been on an advertising blitz to fix its reputation, and some publishers have raked in cash from its nightmare PR year - Business Insider
Facebook has been on an advertising blitz to fix its reputation, and some publishers have raked in cash from its nightmare PR year  Business Insider

The social network quadrupled its ad spending in select news outlets.


Media companies are embracing voice assistants, but worry they're giving up too much control to Amazon and Google - Business Insider
Media companies are embracing voice assistants, but worry they're giving up too much control to Amazon and Google  Business Insider

Dear Readers,. After a short hiatus, we're back! Welcome to the first edition of BI's new Advertising and Media Insider newsletter. We've replaced our daily digest ...


Analyst Predicts Amazon, Netflix Will Introduce Advertising Model In 2019 - Forbes
Analyst Predicts Amazon, Netflix Will Introduce Advertising Model In 2019  Forbes

Amazon and Netflix are likely to introduce advertising sometime later next year, driven by the maturity of the streaming-video market and by increasing advertiser ...


The Current Applications Of Artificial Intelligence In Mobile Advertising - Forbes
The Current Applications Of Artificial Intelligence In Mobile Advertising  Forbes

One of the biggest selling points of “AI revolution” across multiple industries is the promise to automate and eliminate low-value business processes. Mobile ...


CBS’ Ratings Deal With Nielsen Expires, Complicating Network’s Advertising Buys - Adweek
CBS’ Ratings Deal With Nielsen Expires, Complicating Network’s Advertising Buys  Adweek

A day and a half after CBS and Nielsen's contract expired, the companies still haven't agreed on a new deal—and buyers told Adweek they are trying to ...


'Fortnite' Heads Off Potential False Advertising Trouble With A Free Giveaway - Forbes
'Fortnite' Heads Off Potential False Advertising Trouble With A Free Giveaway  Forbes

Epic says confusing wording on a recent Fortnite bundle means that many players are going to be getting a free giveaway soon.


6 Here's Amazon's Latest Foray into Advertising - Market Realist
6 Here's Amazon's Latest Foray into Advertising  Market Realist

Amazon (AMZN) is beginning to strike gold in its digital ad business. The segment has seen triple-digit YoY (year-over-year) growth in the last few quarters.


Advertising: Why billboards and outdoor ads are booming in a smartphone age - Curbed
Advertising: Why billboards and outdoor ads are booming in a smartphone age  Curbed

Netflix produces *content*, namely billions of dollars worth of documentaries, series, and cooking shows every year. But, like any tech firm, it's also heavily ...


9 Ways Advertising Can Take Advantage of Digital Growth in 2019 - Adweek
9 Ways Advertising Can Take Advantage of Digital Growth in 2019  Adweek

We're deep into the mechanisms of digital transformation. Retailers are gradually migrating to more automated customer experiences, there's an app for ...


Carnival Cruise Line takes advertising campaign to the Southern California skies - Long Beach Press Telegram
Carnival Cruise Line takes advertising campaign to the Southern California skies  Long Beach Press Telegram

Carnival Cruise Line is taking to the air to promote its latest development on the water. The Carnival AirShip, with the message #ChooseFun on its side, flew ...


Crackdown on advertising of real fur as `faux´ - Daily Mail
Crackdown on advertising of real fur as `faux´  Daily Mail

All UK advertisers must take immediate action to ensure they are not using misleading `faux fur´ claims, the regulator said.


At least 25 advertisers drop Tucker Carlson over immigration remarks - Axios
At least 25 advertisers drop Tucker Carlson over immigration remarks  Axios

Companies are pulling their advertisements from Tucker Carlson's show on Fox News after he said mass immigration makes the U.S. "poorer and dirtier.".


What you need to know in advertising today - Business Insider
What you need to know in advertising today  Business Insider

Everything that you need to know in advertising today, from streaming TV's advertising challenges, to the expiration of CBS' contract with Nielsen.


ADVERTISING: Advertorial — HOLLY CARLING: Fatigue and weight gain: A vicious cycle - Coeur d'Alene Press
ADVERTISING: Advertorial — HOLLY CARLING: Fatigue and weight gain: A vicious cycle  Coeur d'Alene Press

You're gaining weight, or for some reason can't gain weight, and as a result you are tired. Because you're tir.


Sharing Data for Deals? More Like Watching It Go With a Sigh - The New York Times
Sharing Data for Deals? More Like Watching It Go With a Sigh  The New York Times

Tech companies say consumers prefer being shown ads that are relevant to them. But a professor's research shows they trade data for those ads not because of ...


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