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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 Thu. December / 12 / 2019

The advertising barrage begins less than two months before the Iowa caucuses - CNN
The advertising barrage begins less than two months before the Iowa caucuses  CNN

University of Phoenix Settles Deceptive Advertising Claims for $191 Million - The Wall Street Journal
  1. University of Phoenix Settles Deceptive Advertising Claims for $191 Million  The Wall Street Journal
  2. FTC reaches $191 million settlement with University of Phoenix in deceptive-advertising probe  The Washington Post
  3. Record Settlement from University of Phoenix to Resolve Charges of Deceptive Advertising  bctv.org
  4. University of Phoenix strikes $191 million deal to settle false advertising claims  Arizona Capitol Times
  5. FTC and University of Phoenix settle over long-running investigation of advertisements  Inside Higher Ed
  6. View full coverage on Google News

How SMBs can make more money with digital advertising - DigitalCommerce360
How SMBs can make more money with digital advertising  DigitalCommerce360

Tokyo 2020 Olympics already at over $1B in TV advertising revenue - Fox Business
Tokyo 2020 Olympics already at over $1B in TV advertising revenue  Fox Business

Bloomberg pours $100 million into 2020 advertising blitz - Fox Business
Bloomberg pours $100 million into 2020 advertising blitz  Fox Business

Healthy Community, ADVERTISING: Advertorial — HOLLY CARLING: Sacrificing our health - Coeur d'Alene Press
Healthy Community, ADVERTISING: Advertorial — HOLLY CARLING: Sacrificing our health  Coeur d'Alene Press

VIZIO LAUNCHES DIRECT ADVERTISING BUSINESS - Broadcasting & Cable
VIZIO LAUNCHES DIRECT ADVERTISING BUSINESS  Broadcasting & Cable

Univ. of Phoenix Must Pay $191M for Deceptive Advertising—Mostly to Students - Nonprofit Quarterly
Univ. of Phoenix Must Pay $191M for Deceptive Advertising—Mostly to Students  Nonprofit Quarterly

CBS Joins OpenAP Advertising Consortium - Deadline
CBS Joins OpenAP Advertising Consortium  Deadline

Kim Kardashian West suing Alabama doctor over ‘vampire facial’ advertising - AL.com
Kim Kardashian West suing Alabama doctor over ‘vampire facial’ advertising  AL.com

Maurice Saatchi quits advertising firm he co-founded - BBC News
Maurice Saatchi quits advertising firm he co-founded  BBC News

Online advertising key in countdown to Iowa caucuses - UI The Daily Iowan
Online advertising key in countdown to Iowa caucuses  UI The Daily Iowan

What's next for podcast advertising - AdAge.com
What's next for podcast advertising  AdAge.com

Report: Advertising Scammer Bribed a Facebook Employee to Keep Its Posts Up - Gizmodo
Report: Advertising Scammer Bribed a Facebook Employee to Keep Its Posts Up  Gizmodo

PlaceIQ and FourthWall Media Partner to Connect TV Advertising with In-Store Visits - MarTech Series
PlaceIQ and FourthWall Media Partner to Connect TV Advertising with In-Store Visits  MarTech Series

Advertising and communications company Lindsay, Stone & Briggs to close - Madison.com
Advertising and communications company Lindsay, Stone & Briggs to close  Madison.com

OpenX Granted Patent For Scoring Impressions and Users in Programmatic Advertising - MarTech Series
OpenX Granted Patent For Scoring Impressions and Users in Programmatic Advertising  MarTech Series

Commercial – False advertising – Lanham Act - Massachusetts Lawyers Weekly
Commercial – False advertising – Lanham Act  Massachusetts Lawyers Weekly

Here's what you need to know in advertising and media this week - Business Insider
Here's what you need to know in advertising and media this week  Business Insider

How successful retail advertisers stand out - Retail Customer Experience
How successful retail advertisers stand out  Retail Customer Experience

Keep your LinkedIn advertising strategy focused in 2020 - Marketing Land
Keep your LinkedIn advertising strategy focused in 2020  Marketing Land

The advertising industry is re-evaluating its core purpose, expert says - CNBC
The advertising industry is re-evaluating its core purpose, expert says  CNBC

Healthy Community, ADVERTISING: Advertorial — GEORGE BALLING: Enduring gifts - Coeur d'Alene Press
Healthy Community, ADVERTISING: Advertorial — GEORGE BALLING: Enduring gifts  Coeur d'Alene Press

SEC's Advertising Changes For Investment Advisers | Fox Rothschild LLP - JD Supra
SEC's Advertising Changes For Investment Advisers | Fox Rothschild LLP  JD Supra

Traditional Advertising Methods That Work - Business.com
Traditional Advertising Methods That Work  Business.com

Meghan Markle's designer pal ordered to stop advertising with royal's photos: report - Fox News
Meghan Markle's designer pal ordered to stop advertising with royal's photos: report  Fox News

The Pitch: Advertising and marketing news for 12.11.19 - RichmondBizSense
The Pitch: Advertising and marketing news for 12.11.19  RichmondBizSense

Top Phoenix news: University to settle false-advertising claims; seeking $181K lottery winner; more - Hoodline
Top Phoenix news: University to settle false-advertising claims; seeking $181K lottery winner; more  Hoodline

Advertising continues to assume mothers only use knowledge for domestic caring - Phys.Org
Advertising continues to assume mothers only use knowledge for domestic caring  Phys.Org

BIA: Financial Ads To Fuel Local Advertising In 2020 - Radio & Television Business Report
BIA: Financial Ads To Fuel Local Advertising In 2020  Radio & Television Business Report

How In-App Advertising is Collecting Your Data [Infographic] - Business 2 Community
How In-App Advertising is Collecting Your Data [Infographic]  Business 2 Community

Thanks To Our Advertisers! - Above the Law
Thanks To Our Advertisers!  Above the Law

What to Watch For: 2020 Trends, Predicted by Video Advertising's Leading Experts - AdExchanger
What to Watch For: 2020 Trends, Predicted by Video Advertising's Leading Experts  AdExchanger

NBCU Claims $1B in Olympic Advertising Sales - Broadcasting & Cable
NBCU Claims $1B in Olympic Advertising Sales  Broadcasting & Cable

ADVERTISING: Advertorial — DR. WAYNE M. FICHTER: Holiday stress management: Biggest causes of stress and anxiety - Coeur d'Alene Press
ADVERTISING: Advertorial — DR. WAYNE M. FICHTER: Holiday stress management: Biggest causes of stress and anxiety  Coeur d'Alene Press

Cashmere Agency Appoints Advertising Veteran Chuka Schneider as Group Account Director - Associated Press
Cashmere Agency Appoints Advertising Veteran Chuka Schneider as Group Account Director  Associated Press

Tech Tuesday: Regulating Political Advertising - WOSU
Tech Tuesday: Regulating Political Advertising  WOSU

OpenX Granted Patent For Scoring Impressions, Users In Programmatic Advertising 12/11/2019 - MediaPost Communications
OpenX Granted Patent For Scoring Impressions, Users In Programmatic Advertising 12/11/2019  MediaPost Communications

Shamrock Capital Makes Investment in Ad Results Media, the Leading Advertising Agency in Audio and Podcasting - Business Wire
Shamrock Capital Makes Investment in Ad Results Media, the Leading Advertising Agency in Audio and Podcasting  Business Wire

Will the 2020s be online advertising's holistic decade? - TechCrunch
Will the 2020s be online advertising's holistic decade?  TechCrunch

Should You Trust SSAI in Connected TV Advertising? - MarTech Series
Should You Trust SSAI in Connected TV Advertising?  MarTech Series

Donald J. DeBona Sr., who sold advertising for a medical publisher, dies - Baltimore Sun
Donald J. DeBona Sr., who sold advertising for a medical publisher, dies  Baltimore Sun

It's almost 2020, and advertisers still see women as mom-shaped placeholders - Fast Company
It's almost 2020, and advertisers still see women as mom-shaped placeholders  Fast Company

How to be the Best at Drive-to-Store Advertising - ExchangeWire
How to be the Best at Drive-to-Store Advertising  ExchangeWire

Google changed its targeting policies to shine a light on political ads, but campaigns are now eyeing more opaque platforms - CNBC
Google changed its targeting policies to shine a light on political ads, but campaigns are now eyeing more opaque platforms  CNBC

Political advertising has embraced the memefication of everything, including Love Actually - New Statesman
Political advertising has embraced the memefication of everything, including Love Actually  New Statesman

What investment advisers should know about the SEC’s proposed advertisement solicitation rule updates - JD Supra
What investment advisers should know about the SEC’s proposed advertisement solicitation rule updates  JD Supra

ShopAdvisor Survey Exposes Gaps in Advertising and Promotion Strategies for QSR and Fast Casual Restaurants - PRUnderground
ShopAdvisor Survey Exposes Gaps in Advertising and Promotion Strategies for QSR and Fast Casual Restaurants  PRUnderground

Is Lamar Advertising Company (REIT)'s (NASDAQ:LAMR) CEO Paid Enough Relative To Peers? - Yahoo Finance
Is Lamar Advertising Company (REIT)'s (NASDAQ:LAMR) CEO Paid Enough Relative To Peers?  Yahoo Finance

Editorial: Legislature wise to consider shining a light on political advertising - Yakima Herald-Republic
Editorial: Legislature wise to consider shining a light on political advertising  Yakima Herald-Republic

Legal Public Notices 12/11 | Legal Advertising - Orlando Weekly
Legal Public Notices 12/11 | Legal Advertising  Orlando Weekly

That $120,000 banana and the limits of brands jumping on bandwagons - Fast Company
That $120,000 banana and the limits of brands jumping on bandwagons  Fast Company

Five advertising trends for 2020 from Australasia's top creatives - The Drum
Five advertising trends for 2020 from Australasia's top creatives  The Drum

We Need to Fix Online Advertising. All of It. - Slate
We Need to Fix Online Advertising. All of It.  Slate

Anne Fine: Story on hospital expansion read like free advertising - GazetteNET
Anne Fine: Story on hospital expansion read like free advertising  GazetteNET

TV ad sales leaders who left their jobs in 2019 - AdAge.com
TV ad sales leaders who left their jobs in 2019  AdAge.com

How Alibaba Quietly Leads China's Digital Advertising Market - Motley Fool
How Alibaba Quietly Leads China's Digital Advertising Market  Motley Fool

Cut the cookie: digital advertising's overdue diet - The Drum
Cut the cookie: digital advertising's overdue diet  The Drum

When Must a Travel Advisor Disclose Supplier Identity in Advertising? - Travel Market Report
When Must a Travel Advisor Disclose Supplier Identity in Advertising?  Travel Market Report

3 Top Stocks to Buy in Digital Advertising - Motley Fool
3 Top Stocks to Buy in Digital Advertising  Motley Fool

Facebook and Alphabet upgraded by Stifel on advertising optimism - CNBC
Facebook and Alphabet upgraded by Stifel on advertising optimism  CNBC

Vizio Launches Direct-To-Purchase, Smart TV Advertising Business 12/11/2019 - MediaPost Communications
Vizio Launches Direct-To-Purchase, Smart TV Advertising Business 12/11/2019  MediaPost Communications

More Issues for Advertisers on CBD Copy - Radio & Television Business Report
More Issues for Advertisers on CBD Copy  Radio & Television Business Report

5 trends that threaten the Facebook-Google duopoly in digital advertising - AdAge.com
5 trends that threaten the Facebook-Google duopoly in digital advertising  AdAge.com

Apple is forcing the ad industry to change - Computerworld
Apple is forcing the ad industry to change  Computerworld

Why podcast advertising is effective - AdNews
Why podcast advertising is effective  AdNews

Snapchat enjoys a bump in political advertising - Financial Times
Snapchat enjoys a bump in political advertising  Financial Times

Lawyers take action against BP's climate greenwashing advertising campaign - Balkan Green Energy News
Lawyers take action against BP's climate greenwashing advertising campaign  Balkan Green Energy News

FDA issues warning letter for not including the most serious risks in advertisement for medication-assisted treatment drug - FDA.gov
FDA issues warning letter for not including the most serious risks in advertisement for medication-assisted treatment drug  FDA.gov

Ad buyers are wary of advertising becoming a casualty of the streaming wars - Digiday
Ad buyers are wary of advertising becoming a casualty of the streaming wars  Digiday

Mother accuses Marks & Spencer of false advertising after buying ‘awful’ Christmas tree online - The Independent
Mother accuses Marks & Spencer of false advertising after buying ‘awful’ Christmas tree online  The Independent

Amazon Management Talks AWS and Advertising - The Motley Fool
Amazon Management Talks AWS and Advertising  The Motley Fool

The 30 Under 30 Reshaping Marketing And Advertising 2020 - Forbes
The 30 Under 30 Reshaping Marketing And Advertising 2020  Forbes

To Draw Advertisers, Video Services Need to Agree on Audience Measures - The Information
To Draw Advertisers, Video Services Need to Agree on Audience Measures  The Information

Hulu Says Advertising DTC Brands is Very Effective with Streaming - Cord Cutters News, LLC
Hulu Says Advertising DTC Brands is Very Effective with Streaming  Cord Cutters News, LLC

Google restricted ad targeting for political ads - Vox.com
Google restricted ad targeting for political ads  Vox.com

A New Tool From Spotify Walks the Line Between Advertising and Pay-For-Play - Rolling Stone
A New Tool From Spotify Walks the Line Between Advertising and Pay-For-Play  Rolling Stone

Instagram marketing is taking over the advertising industry - - VENTS Magazine
Instagram marketing is taking over the advertising industry -  VENTS Magazine

Sight Lines ezine: A first look at the dazzling Daxing Airport advertising - The Moodie Davitt Report - The Moodie Davitt Report
Sight Lines ezine: A first look at the dazzling Daxing Airport advertising - The Moodie Davitt Report  The Moodie Davitt Report

Google to Restrict User Information It Gives Advertisers - The Wall Street Journal
Google to Restrict User Information It Gives Advertisers  The Wall Street Journal

CNN ratings fall to five-year low among key advertising demographic - Washington Examiner
CNN ratings fall to five-year low among key advertising demographic  Washington Examiner

Rising Demand for Online Display Advertising Services Market by 2019-2026 Focusing on Leading Players Criteo Dynamic Retargeting, DoubleClick Digital Marketing, AdRoll, Sizmek - Market Report Gazette
Rising Demand for Online Display Advertising Services Market by 2019-2026 Focusing on Leading Players Criteo Dynamic Retargeting, DoubleClick Digital Marketing, AdRoll, Sizmek  Market Report Gazette

Bloomberg 2020 Campaign Launch Shows Enduring Power Of TV Advertising - Forbes
Bloomberg 2020 Campaign Launch Shows Enduring Power Of TV Advertising  Forbes

Adtech Leaders Launch FlowerShop Media Digital Advertising Platform Designed for the Cannabis Market - Associated Press
Adtech Leaders Launch FlowerShop Media Digital Advertising Platform Designed for the Cannabis Market  Associated Press

Advertising veteran Tara Sinha no more - Livemint
Advertising veteran Tara Sinha no more  Livemint

Arlington Vet Turns to Advertising to Find Kidney Donor - Dallas Observer
Arlington Vet Turns to Advertising to Find Kidney Donor  Dallas Observer

Chase bank chooses Dallas man with Down syndrome for advertising campaign - The Dallas Morning News
Chase bank chooses Dallas man with Down syndrome for advertising campaign  The Dallas Morning News

Landmark Lawsuit Wants Fossil Fuels Ads to Carry Warning Labels - Gizmodo
Landmark Lawsuit Wants Fossil Fuels Ads to Carry Warning Labels  Gizmodo

How to police political advertising - The Economist
How to police political advertising  The Economist

Internet giants are shelling out billions on advertising, driving global growth in spending: GroupM - Which-50
Internet giants are shelling out billions on advertising, driving global growth in spending: GroupM  Which-50

The Irresistible Visual Power of Urban Advertising - CityLab
The Irresistible Visual Power of Urban Advertising  CityLab

US Patent no. 10255615: System and method for contextual virtual local advertisement insertion - Lexology
US Patent no. 10255615: System and method for contextual virtual local advertisement insertion  Lexology

Why Digital Advertisers Can't Ignore Full-Page Ads Such As Pop-Ups And Interstitials - Forbes
Why Digital Advertisers Can't Ignore Full-Page Ads Such As Pop-Ups And Interstitials  Forbes

Should Pressman Advertising Limited’s (NSE:PRESSMN) Weak Investment Returns Worry You? - Simply Wall St
Should Pressman Advertising Limited’s (NSE:PRESSMN) Weak Investment Returns Worry You?  Simply Wall St

'Open discrimination of foreigners': Landlord fined after advertising flat 'to Germans' - The Local Germany
'Open discrimination of foreigners': Landlord fined after advertising flat 'to Germans'  The Local Germany

Digital Advertising Performance Reporting Touches Down in Web App for Airport Media Programs - PRNewswire
Digital Advertising Performance Reporting Touches Down in Web App for Airport Media Programs  PRNewswire

Peloton 'wife' pops up in new advertisement - Reuters
Peloton 'wife' pops up in new advertisement  Reuters

8 online advertising risks your agency must be prepared for - AdAge.com
8 online advertising risks your agency must be prepared for  AdAge.com

A Beginner's Guide to Programmatic Advertising and How it Works - Promotion World
A Beginner's Guide to Programmatic Advertising and How it Works  Promotion World

Former Labour MPs launch advertising blitz urging voters to reject Corbyn at election - The Independent
Former Labour MPs launch advertising blitz urging voters to reject Corbyn at election  The Independent

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