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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 Sat. October / 19 / 2019

Advertising, brand management professional named Bellisario Professor - Penn State News
Advertising, brand management professional named Bellisario Professor  Penn State News

Taco Bell being sued for 'false and misleading' advertising - Fox Business
Taco Bell being sued for 'false and misleading' advertising  Fox Business

Juul agrees to stop advertising to youth in settlement with Oakland nonprofit - San Francisco Chronicle
Juul agrees to stop advertising to youth in settlement with Oakland nonprofit  San Francisco Chronicle

Vendasta Receives Top Award for Advertising Intelligence - MarTech Series
Vendasta Receives Top Award for Advertising Intelligence  MarTech Series

Amid Private Dinners and False Advertising, Facebook Comes Under Fire - Undark Magazine
Amid Private Dinners and False Advertising, Facebook Comes Under Fire  Undark Magazine

Facebook opens search ads to all advertisers - Search Engine Land
Facebook opens search ads to all advertisers  Search Engine Land

AT&T's Xandr purchases TV advertising company clypd: source - Reuters
AT&T's Xandr purchases TV advertising company clypd: source  Reuters

Couple sues Taco Bell for deceptive advertising after being overcharged $2.18 for Chalupas - FOX 5 DC
Couple sues Taco Bell for deceptive advertising after being overcharged $2.18 for Chalupas  FOX 5 DC

San Francisco Proposition F: Campaign Advertising & Contributions - KALW
San Francisco Proposition F: Campaign Advertising & Contributions  KALW

AT&T's Xandr Acquires Clypd to Boost TV Advertising Business - Yahoo Finance
AT&T's Xandr Acquires Clypd to Boost TV Advertising Business  Yahoo Finance

Fox Partners With iSpot.tv To Improve Advertising Performance - Forbes
Fox Partners With iSpot.tv To Improve Advertising Performance  Forbes

Amazon's Starting to Pull Away From Competitors in Search Advertising - Motley Fool
Amazon's Starting to Pull Away From Competitors in Search Advertising  Motley Fool

5 Movies That Altered Advertising and Marketing - Adweek
5 Movies That Altered Advertising and Marketing  Adweek

Google Dominated the $55 Billion Search Advertising Market for Over a Decade. Here's How Amazon Plans to Shake Things Up - Inc.
Google Dominated the $55 Billion Search Advertising Market for Over a Decade. Here's How Amazon Plans to Shake Things Up  Inc.

Snap launches dynamic ads to draw more advertisers - Reuters
Snap launches dynamic ads to draw more advertisers  Reuters

No Truth in Washington Post Advertising - CNSNews.com
No Truth in Washington Post Advertising  CNSNews.com

The Best Global Brands 2019 Got There By... Advertising 10/18/2019 - MediaPost Communications
The Best Global Brands 2019 Got There By... Advertising 10/18/2019  MediaPost Communications

China’s advertising industry waits to hear the winners of the Effie marketing awards - Euronews
China’s advertising industry waits to hear the winners of the Effie marketing awards  Euronews

Amazon gaining on Google in search advertising market share - GeekWire
Amazon gaining on Google in search advertising market share  GeekWire

From the Archives: Squash advertising - Los Angeles Times
From the Archives: Squash advertising  Los Angeles Times

Advanced Advertising on Linear TV Coming Into Focus, FreeWheel's Dave Clark - BeetTV
Advanced Advertising on Linear TV Coming Into Focus, FreeWheel's Dave Clark  BeetTV

Honest Ads Act Is False Advertising - The Wall Street Journal
Honest Ads Act Is False Advertising  The Wall Street Journal

Google, Apple, Amazon, and Microsoft's earbud advertising explained - Fast Company
Google, Apple, Amazon, and Microsoft's earbud advertising explained  Fast Company

UofM signs $6 million contract with California advertising firm over local firms - Daily Helmsman
UofM signs $6 million contract with California advertising firm over local firms  Daily Helmsman

Snap's (SNAP) New Dynamic Ads Target E-commerce Advertisers - Yahoo Finance
Snap's (SNAP) New Dynamic Ads Target E-commerce Advertisers  Yahoo Finance

Why Your Favorite Denim Brands Are Advertising Like It’s the ’90s - Glamour
Why Your Favorite Denim Brands Are Advertising Like It’s the ’90s  Glamour

Meet the Women Running LA’s Top Advertising Agencies - Adweek
Meet the Women Running LA’s Top Advertising Agencies  Adweek

Ad Giant Wins Over Disney With Big Data Pitch - The New York Times
Ad Giant Wins Over Disney With Big Data Pitch  The New York Times

Bernie Sanders wants to ban advertising during presidential primary debates - Fox News
Bernie Sanders wants to ban advertising during presidential primary debates  Fox News

Clear Channel Airports debuts digital airport advertising network - Retail Customer Experience
Clear Channel Airports debuts digital airport advertising network  Retail Customer Experience

Juul agrees to restrict youth advertising - The Guardian
Juul agrees to restrict youth advertising  The Guardian

Advertising - The Ins and Outs of Amazon Advertising (And Why You Should Try It): Timothy Seward - MarketingProfs.com
Advertising - The Ins and Outs of Amazon Advertising (And Why You Should Try It): Timothy Seward  MarketingProfs.com

Microsoft Advertising's pitch deck for sponsored products ads - Business Insider
Microsoft Advertising's pitch deck for sponsored products ads  Business Insider

‘Crisis of trust’: Elizabeth Warren shines new light onto Facebook’s advertising business - Digiday
‘Crisis of trust’: Elizabeth Warren shines new light onto Facebook’s advertising business  Digiday

Advertising Week 2019: It All Starts With Brand Trust - Forbes
Advertising Week 2019: It All Starts With Brand Trust  Forbes

YouTube is letting politicians reserve advertising space for 2020 election - The Verge
YouTube is letting politicians reserve advertising space for 2020 election  The Verge

Q&A: How Podcast Advertising is Changing - EContent
Q&A: How Podcast Advertising is Changing  EContent

House panel pressures Reynolds to stop advertising Vuse e-cigarettes, pushes for documents - CNBC
House panel pressures Reynolds to stop advertising Vuse e-cigarettes, pushes for documents  CNBC

The power of PR in a post-advertising world - PRWeek
The power of PR in a post-advertising world  PRWeek

River Rouge sues Detroit over billboard and bus advertising - WXYZ
River Rouge sues Detroit over billboard and bus advertising  WXYZ

Amazon (AMZN) Q3 2019 Earnings Preview: AWS, Prime & Advertising - Yahoo Finance
Amazon (AMZN) Q3 2019 Earnings Preview: AWS, Prime & Advertising  Yahoo Finance

5 Advertising Week Takeaways To Keep On Your Radar For 2020 - Forbes
5 Advertising Week Takeaways To Keep On Your Radar For 2020  Forbes

IBM's Rangaiah on Moving Beyond Advertising to Customer Experiences - BeetTV
IBM's Rangaiah on Moving Beyond Advertising to Customer Experiences  BeetTV

Surge Entertainment Center by Drew Brees advertising for workers; No open date has been announced - The Advocate
Surge Entertainment Center by Drew Brees advertising for workers; No open date has been announced  The Advocate

Rethinking and Predicting the Future of TV Advertising - Adweek
Rethinking and Predicting the Future of TV Advertising  Adweek

ZAFUL launched the first out-of-home advertising campaign to target the Philippines Market - Yahoo Finance
ZAFUL launched the first out-of-home advertising campaign to target the Philippines Market  Yahoo Finance

We Need A Truth-In-Advertising Commission — For Voters - TPM
We Need A Truth-In-Advertising Commission — For Voters  TPM

Singapore bans advertising for high-sugar beverages - BeverageDaily.com
Singapore bans advertising for high-sugar beverages  BeverageDaily.com

Amazon held its first big ad conference last week, luring about 400 people to Seattle - CNBC
Amazon held its first big ad conference last week, luring about 400 people to Seattle  CNBC

Steve Perry, newsgroup advertising manager, to retire - Sequim Gazette
Steve Perry, newsgroup advertising manager, to retire  Sequim Gazette

Pueblo City Council approves marijuana advertising changes - KOAA.com Colorado Springs and Pueblo News
Pueblo City Council approves marijuana advertising changes  KOAA.com Colorado Springs and Pueblo News

Twitter misused security information for advertising purposes - CNET
Twitter misused security information for advertising purposes  CNET

How advertising rates vary by category on Amazon - Marketing Land
How advertising rates vary by category on Amazon  Marketing Land

Massage Parlor Advertising a “Satisfying Experience” Busted For Prostitution - Spring Happenings
Massage Parlor Advertising a “Satisfying Experience” Busted For Prostitution  Spring Happenings

Kentucky gun range embraces 'free advertising' from ABC News mistaking its event for Syrian bombing - WDRB
Kentucky gun range embraces 'free advertising' from ABC News mistaking its event for Syrian bombing  WDRB

TM Advertising Closes Its Doors After 85 Years - Adweek
TM Advertising Closes Its Doors After 85 Years  Adweek

What HBO's 'Succession' can teach us about advertising - AdAge.com
What HBO's 'Succession' can teach us about advertising  AdAge.com

Advertising in the automotive industry: It’s a piece of cake - ITProPortal
Advertising in the automotive industry: It’s a piece of cake  ITProPortal

Snapchat Introduces a New Ad Unit for Ecommerce Advertisers - Search Engine Journal
Snapchat Introduces a New Ad Unit for Ecommerce Advertisers  Search Engine Journal

Livestreamed shootings have advertisers demanding better safety from sites like Facebook and YouTube - CNBC
Livestreamed shootings have advertisers demanding better safety from sites like Facebook and YouTube  CNBC

Alliances are Advertising Week's big trend - Axios
Alliances are Advertising Week's big trend  Axios

Advertisers on Why WhatsApp's Status Is a Good Testing Ground for Ads - eMarketer
Advertisers on Why WhatsApp's Status Is a Good Testing Ground for Ads  eMarketer

Advertising club reveals rebranding of Interfaith Human Services - - State College News
Advertising club reveals rebranding of Interfaith Human Services -  State College News

Disrupt: Advertising Deer-Hit Repairs | 2019-10-17 - FenderBender
Disrupt: Advertising Deer-Hit Repairs | 2019-10-17  FenderBender

BPA Worldwide and Centro Launch Full Service Solution for Audience-Driven Advertising Programs - Benzinga
BPA Worldwide and Centro Launch Full Service Solution for Audience-Driven Advertising Programs  Benzinga

Juul halts advertising in United States, replaces CEO - The Verge
Juul halts advertising in United States, replaces CEO  The Verge

Global Digital OOH Market 2019-2023 | Use of AI in OOH Advertising to Boost Growth | Technavio - Business Wire
Global Digital OOH Market 2019-2023 | Use of AI in OOH Advertising to Boost Growth | Technavio  Business Wire

Oscar Mayer’s wieners are a triumph of American advertising - The Takeout
Oscar Mayer’s wieners are a triumph of American advertising  The Takeout

Twitter "Unintentionally" Used Your Phone Number for Targeted Advertising - EFF
Twitter "Unintentionally" Used Your Phone Number for Targeted Advertising  EFF

'Stealth advertising' complaint against Federer dismissed - swissinfo.ch
'Stealth advertising' complaint against Federer dismissed  swissinfo.ch

Is Extended Reality The Future Of Digital Advertising? - Forbes
Is Extended Reality The Future Of Digital Advertising?  Forbes

Facebook agrees to pay advertisers $40 million over inflated video stats - AdAge.com
Facebook agrees to pay advertisers $40 million over inflated video stats  AdAge.com

Tech Mahindra, InMobi to collaborate on video advertising solutions for mobile devices - Economic Times
Tech Mahindra, InMobi to collaborate on video advertising solutions for mobile devices  Economic Times

Startups’ TV Advertising Soars in New Report - Wall Street Journal
Startups’ TV Advertising Soars in New Report  Wall Street Journal

New way of advertising newer variety of apples - FreshPlaza.com
New way of advertising newer variety of apples  FreshPlaza.com

TikTok explains its ban on political advertising - TechCrunch
TikTok explains its ban on political advertising  TechCrunch

Zimmerman Advertising Goes Pink For Breast Cancer Awareness - PRNewswire
Zimmerman Advertising Goes Pink For Breast Cancer Awareness  PRNewswire

Facebook Ads in Search Results Rolling Out to More Advertisers - Search Engine Journal
Facebook Ads in Search Results Rolling Out to More Advertisers  Search Engine Journal

How blockchain will impact digital signage advertising - Digital Signage Today
How blockchain will impact digital signage advertising  Digital Signage Today

LinkedIn Introduces Enhanced Targeting Tools for Advertisers - Search Engine Journal
LinkedIn Introduces Enhanced Targeting Tools for Advertisers  Search Engine Journal

New connected TV study debunks 3 common myths about political advertising - AdAge.com
New connected TV study debunks 3 common myths about political advertising  AdAge.com

Snapchat Must Hit More Angles with Advertisers - The Wall Street Journal
Snapchat Must Hit More Angles with Advertisers  The Wall Street Journal

Elizabeth Warren expressed her ire over Facebook running fake ads for Trump — by running a fake ad - INSIDER
Elizabeth Warren expressed her ire over Facebook running fake ads for Trump — by running a fake ad  INSIDER

House subcommittee asks e-cigarette companies to stop advertising - CNBC
House subcommittee asks e-cigarette companies to stop advertising  CNBC

OTT Advertising: Why The Industry Needs More Transparency - AdExchanger
OTT Advertising: Why The Industry Needs More Transparency  AdExchanger

Cracking the code on podcast advertising for customer acquisition - TechCrunch
Cracking the code on podcast advertising for customer acquisition  TechCrunch

Joe Biden’s Digital Ads Are Disappearing. Not a Good Sign, Strategists Say. - The New York Times
Joe Biden’s Digital Ads Are Disappearing. Not a Good Sign, Strategists Say.  The New York Times

Disney Bars Netflix TV Ads in Battle for Streaming Supremacy - The New York Times
Disney Bars Netflix TV Ads in Battle for Streaming Supremacy  The New York Times

U.S. seeks advertising, sales data on e-cigarette companies - Reuters
U.S. seeks advertising, sales data on e-cigarette companies  Reuters

Retailer buys controversial Trump-themed billboard in Times Square - mySA
Retailer buys controversial Trump-themed billboard in Times Square  mySA

Andrew Glennon Calls out 'Teen Mom OG' Advertisers Amid Amber Portwood Domestic Violence Case - PopCulture.com
Andrew Glennon Calls out 'Teen Mom OG' Advertisers Amid Amber Portwood Domestic Violence Case  PopCulture.com

Advertisers are pushing the limits of how they make money from agencies - Digiday
Advertisers are pushing the limits of how they make money from agencies  Digiday

How the Ban on Medical Advertising Hurt Women Doctors - JSTOR Daily
How the Ban on Medical Advertising Hurt Women Doctors  JSTOR Daily

Adidas: We over-invested in digital advertising - Marketing Week
Adidas: We over-invested in digital advertising  Marketing Week

How Blockchain Is Affecting The Marketing And Advertising Industry - Forbes
How Blockchain Is Affecting The Marketing And Advertising Industry  Forbes

RV advertisement pushes Valparaiso candidate; Portage Dem raises $146K, campaign reports show - Chicago Tribune
RV advertisement pushes Valparaiso candidate; Portage Dem raises $146K, campaign reports show  Chicago Tribune

Older People Are Ignored and Distorted in Ageist Marketing, Report Finds - The New York Times
Older People Are Ignored and Distorted in Ageist Marketing, Report Finds  The New York Times

WebPick Launches In-depth Study About the Evolution and Growth of Full Page Online Advertising - Business Wire
WebPick Launches In-depth Study About the Evolution and Growth of Full Page Online Advertising  Business Wire

Senator Warren Takes On Facebook's Political Advertising Policies - Media, Telecoms, IT, Entertainment - United States - Mondaq News Alerts
Senator Warren Takes On Facebook's Political Advertising Policies - Media, Telecoms, IT, Entertainment - United States  Mondaq News Alerts

Inflight Advertising Market is set for a Potential Growth Worldwide with Top Key Players –Atin OOH, Global Onboard Partners, MaXposure Media Group (I) Pvt. Ltd., Panasonic Avionics Corporation, Global Eagle - Global Market Release
Inflight Advertising Market is set for a Potential Growth Worldwide with Top Key Players –Atin OOH, Global Onboard Partners, MaXposure Media Group (I) Pvt. Ltd., Panasonic Avionics Corporation, Global Eagle  Global Market Release

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