How To Write Really Good Ads!

All sales begin with some form of advertising. To build sales, this advertising must be seen or heard by potential buyers, and cause them to react to the advertising in some way. The credit for the success, or the blame for the failure of almost all ads, reverts back to the ad itself.

Generally, the "ad writer" wants the prospect to do one of the following:

Visit the store or website to see and judge the product for himself, or immediately reach for his credit card or write a check and send for the merchandise being advertised.

Phone for an appointment to hear the full sales presentation, or write for futher information which amounts to the same thing.

The bottom line in any ad is quite simple: To make the reader buy the product or service. Any ad that causes the reader to only pause in his thinking, to just admire the product, or to simply believe what is written about the product--is not doing it's job completely.

The "ad writer" must know exactly what he wants his reader to do, and any ad that does not elicit the desired action is an absolute waste of time and money.

In order to elicit the desired action from the prospect, all ads are written according to a simple "master formula" which is:

1) Attract the ATTENTION of your prospect

2) INTEREST your prospect in the product

3) Cause your prospect to DESIRE the product

4) Demand ACTION from the prospect

Never forget the basic rule of advertising copywriting; If the ad is not read, it won't stimulate any sales, if it is not seen, it cannot be read; and if it does not command or grab the attention of the reader, it will not be seen!

Most successful advertising copywriters know these fundamentals backwards and forwards. Whether you know them already or you're just now being exposed to them, your knowledge and practice of these fundamentals will determine the extent of your success as an advertising copywriter.

Constructing Business Advertisements

What many may consider the most important part of advertising is writing an effective ad. The information provided in a classified ad may be the deciding factor if it is successful or a, "bomb". In addition, there are three important angles to consider when writing business advertisements.

Choosing the angle of your advertising may vary depending on what is offered. Writing a business Ad is not much different than writing an essay, with the exception of a literary work. Here are three well known angles to utilize when constructing a business advertisement.

Expressive Advertisements

An expressive advertisement is very personal. Expressive ads may be a good idea for a small business wanting to utilize a personal approach. Think of writing an excerpt of the day in a journal. As the writer of the advertisement, express personal feelings, thoughts, or opinions related to the offerings. For example, a Business Opportunity may be advertised as, "I made over $100,000.00 in one year. I cannot believe how easy it was". This eliminates the need to use examples or testimonials, as the author becomes the example.

Persuasive Advertisements

A persuasive advertisement is used to convince the reader or change their opinion. To be successful with a persuasive ad, the writer needs to have a firm, direct, and clear point. The goal is to evoke a reaction that causes the reader to have the same point-of-view.

A common form of advertising, using a Persuasive approach, is the Governments, "Register to Vote," advertisements. They generally are direct and to the point. They provide a concise reason why the reader should register to vote, "Make your voice heard". By pointing out a simple benefit, they are achieving the task of persuasion.

Informative Advertisements

Informative advertisements provide detailed information. They explain all the details of a product or service. When constructing such an advertisement, the author should demonstrate observations, ideas, facts, statistics, or research data.

This is becoming common on the internet, as consumers are noticeably, "information hungry". Consumers want to know what they are buying. In addition, this is a wise choice if consumers cannot physically see the item for sale.

An example of Informative Advertising is an Auto Manufactures advertisement for their vehicles (Not Dealerships). They generally print large advertisements that inform readers of the Vehicles Engine Horsepower, Torque, Maintenance Schedule, Improvements from prior models, available colors, Wheelbase, seating, trunk size, etc... All the information is based on facts and research. It allows consumers to compare their vehicles to similar Models, prior to taking a test drive.

With some thought and planning, an advertiser can present their information with an angle that sells. It takes monitoring, trial and error, and careful construction. Clearly indicate the next step by including a call to action. If the audience does not recognize an ordering process, it is likely the advertisement will not produce results.

The Truth in Advertising

Most of us have seen at least a dozen different toothpaste commercials that claim, "Three out of four dentists recommend...." You may have wondered, as I did, how each of these claims could be possibly be true. They are based on statistical evidence, so why are there such varied results? If you listen to advertising, there seems to be no clear consensus on which health-related products--aspirin, cough syrup, antihistamines--are the best.

They are all recommended by 3 out of 4 professionals. Is it possible they are making false claims? The truth is that they are all telling the truth. When it comes to marketing a health product, the FTC (Federal Trade Commission) is always watching to make sure advertisers never tell a lie. Statements such as _____ reduces the risk of cancer, ______ removes harmful toxins from your water, or _____ fights plaque and reduces gingivitis, must all be substantiated. In other words, the products must do what they claim. To avoid the wrath of the FTC, it is always best to tell the truth about your product or service, especially in the health industry. But what is truth? In subjective terms it is difficult to discern.

However, the FTC has many guidelines to help you find truth in your advertising:

*Before you run an ad, you have to have a "reasonable basis" for your claims. A "reasonable basis" is objective evidence that supports the claim. At a minimum, an advertiser must have the level of evidence that it claims to have. The statement "two out of three doctors recommend..." must be supported by a reliable survey.

*If the ad isn't specific, the FTC looks at several factors to determine what level of proof is necessary, including what experts in the field think is needed to support the claim.

*Ads that make health or safety claims must be supported by "competent and reliable scientific evidence" - tests, studies, or other scientific evidence that has been evaluated by people qualified to interpret it. Any tests or studies must be conducted using methods that experts in the field deem acceptable.

These are just a few of the guidelines to consider when making an advertising claim. But don't be too worried. As long as you tell the truth, the whole truth, and nothing but the truth, there is no reason to keep looking over your shoulder. Jane Jarvis knows the advantage of truth in advertising, and isn't afraid to use it