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How to Write Ads that Increase Your Business


I caught myself wracking my brain over what kind of article I should write for newspapers that would be useful to business people. It struck me that I was making a solid effort to get into the mind of my target market. It also struck me that this is the biggest mistake most business owners make when designing their own ads. They start listing off their services and are ready to stick their logo front and center before even putting a thought to what their customers really care about.

The first step in creating any advertising, be it a direct mail piece or an email, always has to be to think about what your customer wants. What do they desire? What do they need? Can you solve a problem for them? People all want to know, "what's in it for me?"

This isn't a new concept and I'm sure you've heard it before, but when I look at newspaper ads and listen to the radio, it's evident that few heed this priceless advice. My guess is, it's because it's difficult to do. Difficult, but not impossible. So before you go ahead and spend another grand on your next pamphlet or print ad, use these tips on how to write great advertising.

Eye Catching Headlines Headlines are found in an opening sentence of a sales letter, the subject line in an email, the title of your web pages and in your ads. Since the headline gets one or two seconds, now is your only chance to grab some attention. Grab 'em, and grab 'em good. Headlines have the following characteristics.

- arouse curiosity.

- promise answers to a questions or solutions to a problem.

- show benefits to your potential customer.

- promise to reveal a secret or information that's hard to find.

- create emotional appeal.

- they have to force you to stop what you're doing and read on.

Common headline tricks:

How To, as in - How to Beat your Competitor Every time. Ask a question - Are You Looking for a Computer At Half the Cost?

Wlsh lt was flrmer? Make a Promise - We can help you make your creditors go away. Make a Bold Statement - Attention Worn out Moms!

The easiest headline tricks are the How To's and the Questions. No matter what will work best for you, you have to know who your customer is in order for it to work.

The Rest of your Ad

Make Promise - Most of the time your promise is in your headline. The next portion of your ad has to be to explain what you mean. If you asked them if they're looking for a computer at half the price, you have to tell them how you can do it.

Prove it - You've made the promise, now prove to them why you're the one to fulfill it. Tell them why they should trust you. If you told the you can make their creditors go away, tell them how. Provide testimonials or case studies. Maybe you've got before and after shots. Give them a money back guarantee. Prove to them that they can trust you.

Ask for Action - Spell it out for them. Tell them exactly what you want them to do. Remember, your advertising doesn't do the selling for you. You and your staff do the selling. If you want them to call and make an appointment, tell them that's what you want them to do. If you want them to buy your widgets online, tell them to visit your site. Ads that don't request action don't bring you more customers.

You now have two choices. Continue to advertise as you do, retaining little to no response, or, you can employ these proven advertising methods and begin to see your advertising as an investment, rather than an expense. No matter what you do, you have to think about who your ideal customer is first. If you put them first, they'll appreciate it.

Linda Laforge-Koebel is an advertising professional dedicated to the business success of her clients. To find Todays News by officejax free advertising and ad exchange solutionsMORE RESOURCES or to sign up for the Business Booster newsletter visit her at: http://www.CreativeEngineer.com or contact her by email at: linda@creativeengineer.com


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

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Get Ahead of Competition With New SocialPeta Advertising Intelligence Database  Yahoo Finance

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Why VIZIO Is Getting Into The Advertising Business  Forbes

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

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Out of Home Advertising Association of America Launches Biweekly News Service  Yahoo Finance

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

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Instreamatic Partners with Triton Digital to Accelerate Voice-Driven Audio Advertising  Yahoo Finance

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

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

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Proposed digital advertising tax bad for business | COMMENTARY  Baltimore Sun

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

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OUTFRONT Media Awarded Long-Term Advertising Contract By The Washington Metropolitan Area Transit Authority  Olean Times Herald

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Longtime FTC Advertising Official to Leave the Agency  Bloomberg Law

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

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

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Netflix CEO Reiterates Zero Interest in Advertising Business: ‘There’s Not Easy Money There’  Variety

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Hispanic Radio Conference - Radio Advertising: Dead Or Alive?  Radio Ink

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Netflix Needs Advertising Plus Subscriptions, Investor Says  Barron's

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

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Lamar Advertising Company Announces Conditional Redemption of 5 3/8% Senior Notes Due 2024  Yahoo Finance

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

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

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

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AET, Wizely say collaboration streamlines delivery of OEM-compliant advertising  Auto Remarketing

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

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Spanish jeweller TOUS in false advertising probe  RFI

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

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

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

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

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FTC Advertising Atty Who Led POM Wonderful Case To Retire  Law360

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Advertising's Share Of Time Spent With Media Continues To Erode 01/21/2020  MediaPost Communications

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

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

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

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

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

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

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

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

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

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If You Had Bought Saylor Advertising.Inc (TYO:2156) Shares Five Years Ago You’d Have Made 33%  Simply Wall St

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Advertising As We Know It Is Dead  Forbes

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

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

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

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

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

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Amy Kean's nine advertising predictions for 2020  Shots

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Advertisers Revolted Against Firings In Des Moines  Radio Ink

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AdTech Roundup: Top Coolest Things in Advertising Technology  MarTech Series

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

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

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Lazy Advertising Thinking Is A Deadly Sin  Forbes

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Pharmaceutical and life sciences advertising to healthcare professionals - guidance from the courts  Lexology

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Uncertainty is the new digital advertising reality  The Drum

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Zara is advertising jeans that look like they are being modelled by a ghost  Metro.co.uk

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

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

Online Advertising Platform Market 2020 Report By Market Research.Biz Shows In-Depth Insights With Major Key Players - Melanian News
Online Advertising Platform Market 2020 Report By Market Research.Biz Shows In-Depth Insights With Major Key Players  Melanian News

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The streaming wars aim to kick off a new era in TV advertising  CNBC

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Land Rover Evoque PHEV Spied Advertising Upcoming Powertrain  Motor1

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What Amazon Advertising Will Look Like in 2020  Adweek

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

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Microsoft Advertising to deprecate average position after all  Search Engine Land

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Study: Tinder, Grindr And Other Apps Share Sensitive Personal Data With Advertisers  NPR

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Did you know how to get rid of annoying advertising on Apple TV?  Industry Global News 24

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Facebook Revises Rules On Political Advertising  NPR

Windstream Pushes Misleading Advertising Claims Against Charter - Wall Street Journal
Windstream Pushes Misleading Advertising Claims Against Charter  Wall Street Journal

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Facebook’s revised political advertising policy doubles down on division  The Verge

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

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Chipotle Won the Advertising Battle Last Quarter  QSR magazine

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Statement from the Publisher: TFWA advertising - The Moodie Davitt Report  The Moodie Davitt Report

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Dr. Oz: Don't Eat Breakfast, It's an Advertising Ploy  Newsmax

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Diversity, A Banned Word Love Poem  Chicago Reader

Spotify to Suspend Political Advertising - Wall Street Journal
Spotify to Suspend Political Advertising  Wall Street Journal

Microsoft Advertising launches sweepstakes for advertisers - Search Engine Land
Microsoft Advertising launches sweepstakes for advertisers  Search Engine Land

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Nearly $1 billion spent on political advertising in 2019 | TheHill  The Hill

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Can revenue-hungry retailers rise to meet digital advertising's opportunity?  Marketing Dive

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ANOTHER OPINION: Facebook enables disinformation with advertising policy  Goshen News

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Company pitches real revenue from virtual advertising  My Citizens News

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Super Bowl 2020: the ins and outs of the big game's advertisers  The Drum

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New Subway boss John Chidsey seizes control of ad budget  New York Post

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New advertisement policy in pipeline for Noida  Hindustan Times

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YouTube advertisers blindsided by climate change denial videos  The Verge

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Ad Rewind: 2019's memorable advertising and marketing moments  RichmondBizSense

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Television’s Biggest Advertisers Spent Almost $10 Billion in 2019  Adweek

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The Pitch: Advertising and marketing news for 1.14.20  RichmondBizSense

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Vibrant paintings inspired by advertising and cartoons from The New Yorker in the 1950s  Creative Boom

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CenturyLink Settles a Case for Deceptive Advertising  Cord Cutters News, LLC

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Standard text ads will live on a bit longer, Microsoft Advertising says  Search Engine Land

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From internet to billboards, Ukraine's advertising market continues to grow  Kyiv Post

Maryland French Tax on Digital Platform Advertising - The National Law Review
Maryland French Tax on Digital Platform Advertising  The National Law Review

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Zee Entertainment Q3 Results: Profit Misses Estimates As Advertising Revenue Falls  BloombergQuint

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Foxtel Media to continue representing sales for NBC Universal in renewed advertising agreement  mUmBRELLA*

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Spotify will use everything it knows about you to target podcast ads  The Verge

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How data can put the emotion back into advertising  CampaignLive

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ADVERTISEMENT: Remote Removal of Ayin Hara -over 65 Yeshuos Seen!  Yeshiva World News

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TikTok explores curated content feed to lure advertisers  Financial Times

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Tourism advertising needs thought: Expert  The Weekly Times

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Radio advertising revenue down by 6% in 2019  AdNews

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