“What Is a Good Recipe For An Ad to Produce Higher Yields? A Bakers Dozen Ingredients For an Effective Ad”
By: J. Glenn Ebersole, Jr., Founder & Chief Executive of J. G. Ebersole Associates and The Renaissance Group ™
What ingredients make an effective ad that produces higher yields? After thinking about this, I thought of thirteen (a bakers dozen for the non-bakers in the audience) essential ingredients for an effective high yielding ad. Here are the thirteen ingredients.
1. Determine the objective or desired outcome for the ad.
2. Always seek the name, email address, postal address and telephone number for responses to the ad.
3. Develop a compelling headline for the ad.
4. Present at least two of your competitive advantages in the ad.
5. Use the word “FREE” in the ad. It is the most powerful word in marketing.
6. Use a photo of a real person in the ad. Studies have shown a higher response to ads with close up photos that show the eyes of real people.
7. Refer to “frustration” and/or “pain” in the ad that will be reduced, relieved or removed by what you are advertising.
8. Present the “benefits,” rather than the “features” of the product or service being advertised in the ad.
9. Provide a “risk free” offer in the ad.
10. Present a specific “call to action” in the ad.
11. Make it very easy and simple to respond to the ad (e.g. phone call or visit a web site).
12. Create a “sense of urgency” to respond by including a real or artificial deadline in the ad.
13. Include a “tracking” process to measure the effective “yield” of the ad.
What recipe have you been using for your ads? If you would like to discuss how your recipe for ads could be improved for better “yields,” please contact me through my website at www.renaissanceman4u.com or by email at jgecoach@aol.com . I will be happy to discuss with you how I can assist and guide you in those efforts.
“What Is a Good Recipe For An Ad to Produce Higher Yields? A Bakers Dozen Ingredients For an Effective Ad” - To learn more about this author, visit Glenn Ebersole's Website.
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