Create Winning Adverts in 15 Minutes
Create Winning Adverts in 15 Minutes
* Your ad was too small!
* You should have used colour!
* You needed a better design to show it off!
* Your logo is wrong!
* Too much Copy!
* Too little Copy!
* Call to action was not clear enough!
* Etc.
They could all be right, and most of them could have helped somewhat. But the real thing that pulls a response, once you are addressing the correct target market is the headline!
The headline must evoke an emotional response from your prospect.
Let me give you an example. My 4 & 5/6ths year old (she is nearly 5, and each month counts at that age!), was with me, and was singing to her self. I asked her did she like the song, and she replied.
"I'm lovin' it - hey, Dad, can we go to McDonalds?"
Those three words evoked an emotional trigger in her brain. They helped her visualise the advertising, which showed kids and adults just lovin' the atmosphere in which they ate their delicious wholesome grub, at that wonderful golden arches food emporium.
So where did the advertising Gurus at McD's get that headline from. They got it from happy families, who were having fun, and were asked were they enjoying their day at McDonalds. The most common response (in front of the cameras of course) was "I'm lovin' it"
So the advertising guys used the customers own phrase, and tied it into the visual benefits of having a great time, with catchy jingle to make sure, it stuck.
So the secret to writing great headlines and thus great copy for your adverts is currently sitting in your customer's heads.
Go straight away and make five, three minute calls to your best customers, and ask them the following three questions, and write down their answers.
1. Why did they contact you in the first place, what made them consider your offering?
2. What did your offering enable them to do?
3. How do they put a value on it?
Write down the answers, and you have the basis of the copy for your ad and headline.
If you are as old as me, you might remember a time before dishwashers. Imagine if the ad told you about a box, that squirted water at high speed, along with detergent at your plates to clean them.
I am sure you would have thought - "yes, right, why would I need that?" Note the key word "need" - nothing there tells you that you needed this new fangled thing.
Now imagine this great concept
"You have just finished your meal, a great stack of dirty plates await you. How long will that take you to do, what will you miss on telly, how will your hands feel when you have finished?
Just imagine you could put all of the plates into a cabinet, press a button and come back when your film is over to clean plates. Sounds out of this world, well it's not, just call the following number and find out how you could own an automatic dish washer today!
So what is your advert like, does it trigger a desire or a need in your customers? Go ask your customers right now what desire and needs your offering fulfils for them.
And, your customer's words will get you more business than any copywriter will ever get you, including me!
Create Winning Adverts in 15 Minutes - To learn more about this author, visit Peter Lawless's Website.
Like this article? Share it with your friends
I was once asked, "Why do I get no responses from my adverts?" Some of the responses you would get from a marketing type might include the following;
* Your ad was too small!
* You should have used colour!
* You needed a better design to show it off!
* Your logo is wrong!
* Too much Copy!
* Too little Copy!
* Call to action was not clear enough!
* Etc.
They could all be right, and most of them could have helped somewhat. But the real thing that pulls a response, once you are addressing the correct target market is the headline!
The headline must evoke an emotional response from your prospect.
Let me give you an example. My 4 & 5/6ths year old (she is nearly 5, and each month counts at that age!), was with me, and was singing to her self. I asked her did she like the song, and she replied.
"I'm lovin' it - hey, Dad, can we go to McDonalds?"
Those three words evoked an emotional trigger in her brain. They helped her visualise the advertising, which showed kids and adults just lovin' the atmosphere in which they ate their delicious wholesome grub, at that wonderful golden arches food emporium.
So where did the advertising Gurus at McD's get that headline from. They got it from happy families, who were having fun, and were asked were they enjoying their day at McDonalds. The most common response (in front of the cameras of course) was "I'm lovin' it"
So the advertising guys used the customers own phrase, and tied it into the visual benefits of having a great time, with catchy jingle to make sure, it stuck.
So the secret to writing great headlines and thus great copy for your adverts is currently sitting in your customer's heads.
Go straight away and make five, three minute calls to your best customers, and ask them the following three questions, and write down their answers.
1. Why did they contact you in the first place, what made them consider your offering?
2. What did your offering enable them to do?
3. How do they put a value on it?
Write down the answers, and you have the basis of the copy for your ad and headline.
If you are as old as me, you might remember a time before dishwashers. Imagine if the ad told you about a box, that squirted water at high speed, along with detergent at your plates to clean them.
I am sure you would have thought - "yes, right, why would I need that?" Note the key word "need" - nothing there tells you that you needed this new fangled thing.
Now imagine this great concept
"You have just finished your meal, a great stack of dirty plates await you. How long will that take you to do, what will you miss on telly, how will your hands feel when you have finished?
Just imagine you could put all of the plates into a cabinet, press a button and come back when your film is over to clean plates. Sounds out of this world, well it's not, just call the following number and find out how you could own an automatic dish washer today!
So what is your advert like, does it trigger a desire or a need in your customers? Go ask your customers right now what desire and needs your offering fulfils for them.
And, your customer's words will get you more business than any copywriter will ever get you, including me!
Create Winning Adverts in 15 Minutes - To learn more about this author, visit Peter Lawless's Website.
Like this article? Share it with your friends
 | |
 |
No article feedback found. |
| |
Leave Your Feedback |
 | |
| |||
Dianne CramptonDianne Crampton is an executive leadership coach, team culture consultant, author and president of TIGERS Success Series, Inc. Dianne has been helping CEO's and Executives connect their employees to their core values and goals for over 20 years using the trademarked TIGERS team culture process, which stands for trust, interdependence, genuineness, empathy, risk and success. To download a free white paper on behaviors that build strong teams and behaviors that will predictably tear them down go here. Dianne's contribution to the 2010 Pfeiffer Consulting Journal (an imprint of John Wiley and Sons Publishers) entitled TIGERS Hearted Teams is available in November 2009. Her new book TIGERS Among Us: 5 Winning Business Team Cultures And Why, Three Creeks Publishing will release in March 2010. To receive publishing discounts, subscribe to the free TigerTracks Newsletter here. - Visit Dianne Crampton's Website |
|||
Leanne Hoagland-SmithAre your sales where you want them to be? Will you be one of the few who achieves sales or business success or one of the many who have failed to change? Are you tired of being told you are like everyone else? Then you may find my first book on sales of interest. Be the Red Jacket in the Sea of Gray Suits, The Keys to Unlocking Sales available at Amazon or at http://www.processspecialist.com/red-jacket.htm. This book is a reflection of my no-nonsense approach to improving sales to overall business results. If you are truly committed to making sustainable changes, then I can help you secure a positive return on your investment because I focus on executable solutions not telling you the problems you already know you have. From training to corporate (group) coaching to executive one on one coaching, my approach is to assess, create awareness, build a goal driven action plan and then execute. The bottom line question is "Not do you or your employees know it, but do you or they want to do it?" Please call for a free strategy session at 219.759.5601. - Visit Leanne Hoagland-Smith's Website |
|||
|
To learn more about the Evan Elite Author Program please contact us. | |||
 | |
|  |
Subscribe to Peter's articles
 | |
|
|  |
 | |
|
| |
 | |||||||
|
 | ||
 |
||
 |
||
 |
||
|
| ||
 |
| Have you written articles that would be of value to entrepreneurs? Become an expert on our site by publishing them! Expose yourself to a wide audience, drive more traffic to your website and get more sales! Click Here for details. |
|
|
 |
| Modeling the Masters: Learn the true secrets behind Walt Disney's business success factors & grow your company! Video produced by Phanta Media |
|
|
 |
"Learn straight from Evan how you can Make a Full Time Income (And More) from a Website"
Click Here To Learn More |
|
|
|
|
Get advice & tips from famous business owners, new articles by entrepreneur experts, my latest website updates, & special sneak peaks at what's to come!
|
|
|
 Is your branding on the nose? Disciplines of Success Marketing Effectiveness 11 Ways to Build Business Sample Press Release |
|
 | ||
 |
Top 50 Business Plans
Top Business Plan Blogs | |
 |
Write The PR
Press Release Builder | |
| ||
 | ||||
| ||||
|
| ||||
| ||||
|
|
|
|
|
||||||||||||
|
Email us your ideas on how to make our website more valuable! Thank you Sharon from Toronto Salsa Lessons / Classes for your suggestions to make the newsletter look like the website and profile younger entrepreneurs like Jennifer Lopez and Sean Combs!
|
|
|
| ||||||||||
|
| ||||||||||
|
|
||||||||||