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How To Write Kick-Ass, Profit Pulling Adverts For Your Business?


Doesn't that just grab you by the eyeballs and make you stop dead in your tracks? I mean it's a little harsh - grammatically speaking - but holy smokes, it does it have 'stopping power'...

Now I'll share with you a few secrets for creating good adverts. So let's dive right in because we're all busy people ;-)

First you need to be introduced AIDA.

- A stands for ATTENTION, as in get some or you lose your chance
- I stands for INTEREST, as in now keep me interested.
- D stands for DESIRE, as in ok, make me want what you've got.
- A stands for ACTION, because people need to take some for things to happen.

Got it? That's all there is to it?Easy right?

If it were that easy we'd all be rich and you wouldn't need marketing consultants like me. Truthfully, just invest a few thousand hours studying, read all the classic books on advertising that date as far back as 1920 (when advertising really became a science) and you'll have the subject down cold.

And on the off-chance you don't have that much free time, I'll give you some wickedly powerful pointers that will let you leapfrog over the other guys. So let's begin?

Headlines R Us (or is that You?)

It all starts with a headline. You know, the first thing the prospect sees. The title at the top of the page, that's the headline. The first few words they hear on the radio, that's a 'headline' too. Take this article for example, the headline was the first thing you saw. A good headline can almost stand alone and you just 'get it'. It's an advert for the advert.

Studies have shown the headline results in approximately 80% of the results. So the headline makes all the difference. In one test a changed headline improved response over 2000% (over 21 times!)

Here's an example of a really bad headline? YOUR COMPANY NAME

That's right, your company name is not a good headline. In fact your name, your contact details, how long you've been in business and all those other boring bits of data you often put at the top of adverts, is a waste of time?and money UNTIL the prospect wants to know who you are - only then are they important.

Next...Make Them An Offer They Can't Refuse

Then you have to make a good offer. Don't beat around the bush. People are busy, your headline stopped them, now they're looking - so make your pitch. Give them the best you've got. Make them an offer they can't refuse?

Describe the benefits of having your product or service in a way that the prospect can experience. Don't focus on the specific features - focus on benefits. People buy benefits. Here's an example:

[Feature] 1/4 Inch Masonry Drill Bit.

[Benefit] 1/4 Inch hole... Probably to hang a picture - so the real benefit was admiring the picture or proving to your spouse that you really are handy around the home...

Finally...Action!

And once you've helped them see themselves experiencing your product or service tell them what you want them to do - call, click or visit today. Or words to that effect. Remember, advertising that does anything other than sell is a waste of money for most of us - brand advertising is expensive.

Darn it...I've run out of time.

Because headlines are so critical to the success of your adverts I wanted to sign-off with this formula for a good headline: SINC (Self Interest, Curiosity & News).

If you can make the headline show the reader what's in it for them, make them curious to read more, and share something newsworthy you've likely got a winner on your hands.

Remember, the money is ALWAYS in the headline.

JAMES C. BURCHILL is a 20-year veteran entrepreneur and information technology executive who now provides strategic marketing consulting services to a select group of clients. He is a published author, a passionate advocate of technology and the Internet, as well as an avid study of classical advertising and marketing strategies (which he uses during 'Internet alchemy' experiments.) James is an expert in information and data management, Internet marketing and online networking. A self confessed 'information and technology enthusiast', James brings a wide range of valuable skills to any venture. Of singular note is James' ability to assimilate complex subject matter and produce clean clear 'easy-to-understand' messages. James has been interviewed many times and caused quite the media buzz when a client 'double-dog-dared' him to prove you can get front page coverage for $0. The details and that 'dumb stunt' are now part of eBay legend. Currently James lives in Ontario, Canada with his wife and family, their Siamese cat and one very nervous fish. Visit http://www.JamesBurchill.com for details.


Todays News by officejax free advertising and ad exchange solutionsMORE RESOURCES updated Mon. August / 03 / 2020

Apple and Microsoft just proved the power of advertising - ZDNet
Apple and Microsoft just proved the power of advertising  ZDNet

Did the July Advertising Boycott on Facebook Work? - Morning Brew
Did the July Advertising Boycott on Facebook Work?  Morning Brew

Vegan food company provokes with M*** F*** advertising campaign - The Guardian
Vegan food company provokes with M*** F*** advertising campaign  The Guardian

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

Truth in advertising | Letters - The Missoulian
Truth in advertising | Letters  The Missoulian

Antiques and Collecting: The art of advertising - Agri News
Antiques and Collecting: The art of advertising  Agri News

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

Pinterest shares close up 36% on user growth and advertising in Q2 - CNBC
Pinterest shares close up 36% on user growth and advertising in Q2  CNBC

Google’s Advertising Haul Comes Up Short for First Time - The Wall Street Journal
Google’s Advertising Haul Comes Up Short for First Time  The Wall Street Journal

Cross-Channel Performance Advertising Platform Market Growth, Overview with Detailed Analysis 2020-2026| Facebook, Marin Software, Marilyn, Adobe, Accenture, Improvado, Sizmek, Kenshoo. And more - Market Research Posts
Cross-Channel Performance Advertising Platform Market Growth, Overview with Detailed Analysis 2020-2026| Facebook, Marin Software, Marilyn, Adobe, Accenture, Improvado, Sizmek, Kenshoo. And more  Market Research Posts

Online Advertising Market Growth, Emerging Trends & Forecast 2028 - Market Research Posts
Online Advertising Market Growth, Emerging Trends & Forecast 2028  Market Research Posts

Location Based Advertising (LBA) Market 2020 Growing With Major Eminent Key Players 2020 - Market Research Posts
Location Based Advertising (LBA) Market 2020 Growing With Major Eminent Key Players 2020  Market Research Posts

Online Display Advertising Platforms Market Is Booming Worldwide | FACEBOOK BUSINESS, ADWORDS, WORDSTREAM - Market Research Posts
Online Display Advertising Platforms Market Is Booming Worldwide | FACEBOOK BUSINESS, ADWORDS, WORDSTREAM  Market Research Posts

ICYMI: Our most popular advertising stories in July - Business Insider - Business Insider
ICYMI: Our most popular advertising stories in July - Business Insider  Business Insider

Advertising Management Platform Market 2020 COVID-19 Worldwide Spread and Top Key Players - Balihoo, Bonzai, Bannersnack, Thunder, Mixpo, etc - Market Research Posts
Advertising Management Platform Market 2020 COVID-19 Worldwide Spread and Top Key Players - Balihoo, Bonzai, Bannersnack, Thunder, Mixpo, etc  Market Research Posts

Vilnius-based adtech RedTrack raises €425K to make advertising more efficient - EU-Startups
Vilnius-based adtech RedTrack raises €425K to make advertising more efficient  EU-Startups

Discovery Partners With Cable Giants on Targeted Advertising - Hollywood Reporter
Discovery Partners With Cable Giants on Targeted Advertising  Hollywood Reporter

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

Tyson Foods Accused Of False Advertising In New Federal Trade Commission Complaint - Forbes
Tyson Foods Accused Of False Advertising In New Federal Trade Commission Complaint  Forbes

Programmatic Advertising Spending Market 2020 to 2026 with top key players: ONE by AOL, BrightRoll, SpotX, Tremor Video, Alibaba, Baidu, Tencent, Kantar Media, and more - Market Research Posts
Programmatic Advertising Spending Market 2020 to 2026 with top key players: ONE by AOL, BrightRoll, SpotX, Tremor Video, Alibaba, Baidu, Tencent, Kantar Media, and more  Market Research Posts

Global Outdoor Advertising Market 2025 2025 COVID-19 Spread Analysis With Top Key Players -Clear Channel Outdoor, JCDecaux, Lamar Advertising, Outfront Media, Stroer Media etc.- Impact Analysis of COVID-19 - Market Research Posts
Global Outdoor Advertising Market 2025 2025 COVID-19 Spread Analysis With Top Key Players -Clear Channel Outdoor, JCDecaux, Lamar Advertising, Outfront Media, Stroer Media etc.- Impact Analysis of COVID-19  Market Research Posts

‘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

Advertising, Public Relations, Branding, Marketing, and Media Services Lists - Philadelphia Business Journal
Advertising, Public Relations, Branding, Marketing, and Media Services Lists  Philadelphia Business Journal

Los Angeles Times Denies Report That It Took Advertising Money in Exchange for Pac-12 Coverage - Editor And Publisher Magazine
Los Angeles Times Denies Report That It Took Advertising Money in Exchange for Pac-12 Coverage  Editor And Publisher Magazine

Fiat Chrysler Reorders Its Advertising Around Digital Demands - Forbes
Fiat Chrysler Reorders Its Advertising Around Digital Demands  Forbes

AdTech Roundup: Top Things in Advertising Technology - MarTech Series
AdTech Roundup: Top Things in Advertising Technology  MarTech Series

Advertising Video Production Market 2019-2025 | Increasing Necessity And Current Demands With Top Companies: Deluxe Entertainment Legend 3D Sony Pictures, Imageworks, Framestore, Rodeo, Fx Cinesite. - Market Research Posts
Advertising Video Production Market 2019-2025 | Increasing Necessity And Current Demands With Top Companies: Deluxe Entertainment Legend 3D Sony Pictures, Imageworks, Framestore, Rodeo, Fx Cinesite.  Market Research Posts

If we want clients to advertise, we should be advertising ourselves - Campaign US
If we want clients to advertise, we should be advertising ourselves  Campaign US

Digital Out of Home Advertising Is Having A Coming Out Party, Will Candidates Turn Up? - Campaigns & Elections
Digital Out of Home Advertising Is Having A Coming Out Party, Will Candidates Turn Up?  Campaigns & Elections

June 2020, Global Insurance Advertising Market Report CoronaVirus Effect on Market Analysis Top Players Include, UnitedHealth Group, Liberty Mutual, GEICO, Allstate Corporation, Berkshire Hathaway - Bulletin Line
June 2020, Global Insurance Advertising Market Report CoronaVirus Effect on Market Analysis Top Players Include, UnitedHealth Group, Liberty Mutual, GEICO, Allstate Corporation, Berkshire Hathaway  Bulletin Line

Pinterest Looks Good as Online Advertising Improves - Motley Fool
Pinterest Looks Good as Online Advertising Improves  Motley Fool

Disney, NBA seeing huge advertising demand for bubble season in Orlando - Sportsnaut
Disney, NBA seeing huge advertising demand for bubble season in Orlando  Sportsnaut

Controversial tampon ad ban by advertising watchdog could be reviewed - The Irish Times
Controversial tampon ad ban by advertising watchdog could be reviewed  The Irish Times

Which pharma advertising did President Trump lambaste on Twitter? Good question - FiercePharma
Which pharma advertising did President Trump lambaste on Twitter? Good question  FiercePharma

Philadelphia Flyers to award free advertising to 5 small businesses - WPVI-TV
Philadelphia Flyers to award free advertising to 5 small businesses  WPVI-TV

InDesign Magazine issue 136: Advertising - InDesignSecrets
InDesign Magazine issue 136: Advertising  InDesignSecrets

Hulu Launches Beta for Self-Serve Advertising Platform - Search Engine Journal
Hulu Launches Beta for Self-Serve Advertising Platform  Search Engine Journal

Latest Research on Digital Billboard Advertising Market 2020 by Application, Industry Share, End User with top players Sony, LG Electronics, Toshiba, Panasonic, Daktronics, etc - Market Research Posts
Latest Research on Digital Billboard Advertising Market 2020 by Application, Industry Share, End User with top players Sony, LG Electronics, Toshiba, Panasonic, Daktronics, etc  Market Research Posts

Global Demand Side Platforms (DSP) for Programmatic Advertising from the Mobile Side Industry Market Assessment & Opportunity Forecast till 2025 - CueReport
Global Demand Side Platforms (DSP) for Programmatic Advertising from the Mobile Side Industry Market Assessment & Opportunity Forecast till 2025  CueReport

billyGo Gifts $10000 Toward Advertising Match Program - Southlake Style
billyGo Gifts $10000 Toward Advertising Match Program  Southlake Style

Australian Advertising Students To Compete In Advertising Capstone Challenge - B&T
Australian Advertising Students To Compete In Advertising Capstone Challenge  B&T

Advertising and Marketing Executive Are you a Winner? Do others - Herald and News
Advertising and Marketing Executive Are you a Winner? Do others  Herald and News

TARGET 8: Fact check: Analyzing Medicaid expansion advertisement - KOMU 8
TARGET 8: Fact check: Analyzing Medicaid expansion advertisement  KOMU 8

Trump spending 9-in-10 advertising dollars defending states he won - The Daily World
Trump spending 9-in-10 advertising dollars defending states he won  The Daily World

Advertising Services Market Capitalizing on Multiple Trends | Dentsu, PublicisGroupe, SiMei Media - Gameatu
Advertising Services Market Capitalizing on Multiple Trends | Dentsu, PublicisGroupe, SiMei Media  Gameatu

The Advertising Industry Can't Stay This White - Built In
The Advertising Industry Can't Stay This White  Built In

Move and win roundup: Week of August 3, 2020 | Advertising - Campaign Asia
Move and win roundup: Week of August 3, 2020 | Advertising  Campaign Asia

Black advertising employees report 'unsafe' work environments, survey reveals - Agencies - MM&M - Medical Marketing and Media
Black advertising employees report 'unsafe' work environments, survey reveals - Agencies - MM&M  Medical Marketing and Media

Advertising Budget: Rules Of Calculation And Planning - FinSMEs
Advertising Budget: Rules Of Calculation And Planning  FinSMEs

As Major League Baseball begins to play ball again, advertisers clamor for ad time - CNN
As Major League Baseball begins to play ball again, advertisers clamor for ad time  CNN

Advertising Stocks Face New, Major Challenge With Apple’s iOS 14 - Forbes
Advertising Stocks Face New, Major Challenge With Apple’s iOS 14  Forbes

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

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

Trump Spends 9-in-10 Advertising Dollars Defending States He Won - Bloomberg
Trump Spends 9-in-10 Advertising Dollars Defending States He Won  Bloomberg

Feedvisor Launches Next-Generation, AI-Powered Platform for Brands and Sellers Advertising on Amazon - MarTech Series
Feedvisor Launches Next-Generation, AI-Powered Platform for Brands and Sellers Advertising on Amazon  MarTech Series

Global Outdoors Advertising Market 2020 Top Key Players | Clear Channel Outdoor, JCDecaux, Lamar Advertising, Outfront Media, Adams Outdoor Advertising, AdSpace Networks, AirMedia - NJ MMA News
Global Outdoors Advertising Market 2020 Top Key Players | Clear Channel Outdoor, JCDecaux, Lamar Advertising, Outfront Media, Adams Outdoor Advertising, AdSpace Networks, AirMedia  NJ MMA News

Libations to the Advertising Gods: Raising a Glass to What We've Lost, and What We've Learned - Muse by Clio
Libations to the Advertising Gods: Raising a Glass to What We've Lost, and What We've Learned  Muse by Clio

How Advertising Boosts SEO - INSTORE MAG
How Advertising Boosts SEO  INSTORE MAG

Kantar Reveals Project Moonshot, Launching Industry-Wide Advertising Effectiveness Measurement Platform - MarTech Series
Kantar Reveals Project Moonshot, Launching Industry-Wide Advertising Effectiveness Measurement Platform  MarTech Series

Job cuts at Philadelphia Magazine and buyouts at The Inquirer mark latest signs of economic strain at media ou - The Philadelphia Inquirer
Job cuts at Philadelphia Magazine and buyouts at The Inquirer mark latest signs of economic strain at media ou  The Philadelphia Inquirer

Streaming advertising’s tipping point: Viewership has shifted and ad dollars are expected to follow - Digiday
Streaming advertising’s tipping point: Viewership has shifted and ad dollars are expected to follow  Digiday

NBA returns with strong advertising support for national, regional telecasts - S&P Global
NBA returns with strong advertising support for national, regional telecasts  S&P Global

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

Will private search engines squander real estate advertising efforts? - Inman
Will private search engines squander real estate advertising efforts?  Inman

Kellogg's joins Unstereotype Alliance to eradicate gender stereotyping in advertising - Prolific North
Kellogg's joins Unstereotype Alliance to eradicate gender stereotyping in advertising  Prolific North

NBCUniversal Adds 11 New Advertising Formats For Marketers 07/17/2020 - MediaPost Communications
NBCUniversal Adds 11 New Advertising Formats For Marketers 07/17/2020  MediaPost Communications

How about some truth in advertising, GOP-style? - Charlotte Observer
How about some truth in advertising, GOP-style?  Charlotte Observer

Message advertising the Red Barn is '4 Sale As Is' gets painted over - KESQ
Message advertising the Red Barn is '4 Sale As Is' gets painted over  KESQ

Quora Launches Lead Generation Forms for Advertisers & This Week’s Digital Marketing News [PODCAST] - Search Engine Journal
Quora Launches Lead Generation Forms for Advertisers & This Week’s Digital Marketing News [PODCAST]  Search Engine Journal

Facebook's advertising revenue soars 10.2% to over US$18 billion - Mumbrella
Facebook's advertising revenue soars 10.2% to over US$18 billion  Mumbrella

Global Door to Door Advertising Market Predicted to Witness Sustainable Evolution in Years to Come by ARM, RELX Group, Wolters Kluwer, DOmedia, Hachette Livre, ThomsonReuters - Market Research Posts
Global Door to Door Advertising Market Predicted to Witness Sustainable Evolution in Years to Come by ARM, RELX Group, Wolters Kluwer, DOmedia, Hachette Livre, ThomsonReuters  Market Research Posts

What Google's Antitrust Hearing Means for Advertisers - Morning Brew
What Google's Antitrust Hearing Means for Advertisers  Morning Brew

Global Augmented Reality for Advertising Market 2020 Trending vendors – Augmented Pixels, Wikitude, Blippar, Aurasma, Catchoom, BBDO, McCANN - NJ MMA News
Global Augmented Reality for Advertising Market 2020 Trending vendors – Augmented Pixels, Wikitude, Blippar, Aurasma, Catchoom, BBDO, McCANN  NJ MMA News

Digital Video Ad Spend Keeps UK Advertising Afloat amid COVID-19 - eMarketer
Digital Video Ad Spend Keeps UK Advertising Afloat amid COVID-19  eMarketer

‘The Italians are back’: Fashion advertising roars back to life for publishers - Digiday
‘The Italians are back’: Fashion advertising roars back to life for publishers  Digiday

Google's advertising revenue plunges - Nairametrics
Google's advertising revenue plunges  Nairametrics

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

People of Color Drive Culture. They Will Save Advertising - Adweek
People of Color Drive Culture. They Will Save Advertising  Adweek

Australian job advertisements rebound 16.7% in July - ANZ - Reuters
Australian job advertisements rebound 16.7% in July - ANZ  Reuters

Facebook May Ban Political Advertising - Variety
Facebook May Ban Political Advertising  Variety

Global Internet Advertising Market 2020 – Impact Of Covid-19, Size, Share, Future Growth Analysis And Challenges Forecast Research Report 2026 - Market Research Posts
Global Internet Advertising Market 2020 – Impact Of Covid-19, Size, Share, Future Growth Analysis And Challenges Forecast Research Report 2026  Market Research Posts

NBCU Sees Advertisers Returning, Will Restructure For Streaming - AdExchanger
NBCU Sees Advertisers Returning, Will Restructure For Streaming  AdExchanger

Bayer Freezes Facebook Advertising In July - AdExchanger
Bayer Freezes Facebook Advertising In July  AdExchanger

To Reboot Failed Messaging, Trump Campaign Suspends Advertising - The National Memo
To Reboot Failed Messaging, Trump Campaign Suspends Advertising  The National Memo

The changing face of advertising - New Straits Times
The changing face of advertising  New Straits Times

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

CCPA Roll-Out Causes Havoc for Facebook Advertisers - Search Engine Journal
CCPA Roll-Out Causes Havoc for Facebook Advertisers  Search Engine Journal

‘Coming to us for ways to do more’: Advertisers look to curated marketplaces to reach underrepresented audiences - Digiday
‘Coming to us for ways to do more’: Advertisers look to curated marketplaces to reach underrepresented audiences  Digiday

DOROTHY BURCHETT: Advertisers should flush the flash when it comes to commercials - New Castle News
DOROTHY BURCHETT: Advertisers should flush the flash when it comes to commercials  New Castle News

Artificial Intelligence in Media and Advertising Market to Witness Robust Expansion by 2026 with Top Key Players like IBM Corporation, Microsoft Corporation, Google Inc., NVIDIA Corporation, Intel Corporation - Market Research Posts
Artificial Intelligence in Media and Advertising Market to Witness Robust Expansion by 2026 with Top Key Players like IBM Corporation, Microsoft Corporation, Google Inc., NVIDIA Corporation, Intel Corporation  Market Research Posts

Will the US Podcast Advertising Revenue Hit $1 Billion Mark? - MarTech Series
Will the US Podcast Advertising Revenue Hit $1 Billion Mark?  MarTech Series

Cloud, advertising, and COVID-19 — Here's what 4 analysts are talking about ahead of Google parent Alphab.. - Business Insider
Cloud, advertising, and COVID-19 — Here's what 4 analysts are talking about ahead of Google parent Alphab..  Business Insider

Fiverr Introduces Promoted Gigs for Freelancers to Advertise Services - Small Business Trends
Fiverr Introduces Promoted Gigs for Freelancers to Advertise Services  Small Business Trends

Online Display Advertising Platforms Market Foresight By 2028 | Key Companies- FACEBOOK BUSINESS, ADWORDS, WORDSTREAM, SIZMEK - Market Research Posts
Online Display Advertising Platforms Market Foresight By 2028 | Key Companies- FACEBOOK BUSINESS, ADWORDS, WORDSTREAM, SIZMEK  Market Research Posts

What do digital commerce advertising management platforms offer? - MarTech Today
What do digital commerce advertising management platforms offer?  MarTech Today

About Ad Age Leading National Advertisers 2020 - AdAge.com
About Ad Age Leading National Advertisers 2020  AdAge.com

Walmart, McDonalds, Geico pull Facebook ads amid boycott - Business Insider - Business Insider
Walmart, McDonalds, Geico pull Facebook ads amid boycott - Business Insider  Business Insider

Facebook Fails to Appease Organizers of Ad Boycott - The New York Times
Facebook Fails to Appease Organizers of Ad Boycott  The New York Times

Advertisement: American Advertisement | Review - Pitchfork
Advertisement: American Advertisement | Review  Pitchfork

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