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.
From my experience, I've been on many discussion groups and... Read More
You've decided to try advertising your business with post cards.... Read More
Can it be???Is there advertising that people actually love?You bet... Read More
For most companies, gone are the days of spending money... Read More
Starting a placemat ad business can create more business for... Read More
In this lesson, we will create a business card, using... Read More
Many of the most memorable ad campaigns around tend to... Read More
I suspect that everyone has an idea of what lamination... Read More
I promise you'll be able to finish this article before... Read More
One of the challenges facing marketers is determining the most... Read More
Each year there is a Yellow Pages arms race where... Read More
There are many uses for promotional items. This means that... Read More
What is the golden rule of internet advertising?Give, so you... Read More
There should only be one, over-riding reason why you're doing... Read More
Ask some businesses about radio advertising and they'll tell you... Read More
Unless you have become extremely popular in your personal or... Read More
From meager beginnings in 1920, radio has grown with us... Read More
I'm sure while you have seen many tips on advertising,... Read More
It was two days before our shoot. I was in... Read More
Quality Care Options is an established company advocating for the... Read More
Many home improvement contractors attempt to use advertising to expand... Read More
I am always amazed when I hear about companies who... Read More
Let's face it. Email marketing and publishing have became very... Read More
If your company is one of those innovative businesses that... Read More
Swapping business cards is one of the most basic and... Read More
Depending on whom you ask, you will get told many... Read More
This is the second article of a three-part series. I'm... Read More
Solution: You can protect yourself by partnering with other lead... Read More
Would you like to get your new or existing Internet... Read More
Here's a great lesson that applies to direct mail. Ready?... Read More
There have been several ads promoting books and reports on... Read More
If you are creating a brochure, make sure you follow... Read More
"How brochures can help you stand out from the competition,... Read More
One of the most powerful tools available to small businesses... Read More
Radio advertising vs. television advertisingMany new advertisers assume that they... Read More
"There's nothing new under the sun" is probably the... Read More
When advertising, you need to sell your opportunity, your products... Read More
Banner advertising is an effective way of getting your advertising... Read More
These days, everyone's looking to save a buck. But if... Read More
If your company is one of those innovative businesses that... Read More
Back in the 1760s, the great Dr Samuel Johnson delivered... Read More
Cinema advertising has always been an effective marketing tool for... Read More
If your ads aren't paying off then you need this... Read More
One of the keys to strong positive mental attitude is... Read More
You're flipping through this publication as you wait for your... Read More
There have been several ads promoting books and reports on... Read More
Are your business-to-business ads working for you? If they are... Read More
Your print ads should do more than just get noticed.... Read More
In the sign industry we commonly refer to the material... Read More
In this article, we want to explore the idea of... Read More
One of the most important things to do now that... Read More
One of the best and easiest ways to advertise without... Read More
To many ad agencies, radio is considered advertising's ugly stepchild.... Read More
Organized your pencils and pens lately? Sorted your clothes into... Read More
Let's take an example that is easy to check: I... Read More
Are you confused by all the information you receive from... Read More
Business cards are one of the most powerful and inexpensive... Read More
I have been reading articles on increasing sales using search... Read More
The more things change, some say, the more things stay... Read More
For Everyone Who Has Ever Struggled Sorting Out Benefits From... Read More
If you are reading this article, chances are you could... Read More
Imagine tossing a pebble into a crystal clear pond on... Read More
I'm sure while you have seen many tips on advertising,... Read More
Here's some easy ways to create signage that will attract,... Read More
Ask some businesses about radio advertising and they'll tell you... Read More
Creating a logo to get you noticed.When you're branding a... Read More
Advertising |