Understanding The Basics Of Advertising

I get the L.A. Times delivered to my door every day, but I don't read it for the articles. It is a Pulitzer Prize winning newspaper, but the articles just don't interest me. Unlike most people, I read the paper for the advertisements because there is a lot to learn from them.

Over 90% of the ads run in the Los Angeles Times are horrible! Most of the ads I see are either ego-driven, have no headline, have no call to action, don't appeal to what the buyer is truly looking for or needs help with, or they're trying to be clever for clever-sake, and fail miserably.

When writing copy, I live by this premise:

"The purpose of advertising is to sell something."

Advertising is like an investment that you hope to get a great return on. However, most people treat it like they're playing Roulette in Vegas and bet all their money "on black."

The basics of good copy is to think in terms of words that sell.

Following are some basics in advertising that should help you make your advertising more effective.

  • Concentrate on your prospects. In the end you must persuade him/her no matter what method you use. And to do that, you must understand how he/she thinks.

  • Know your product - its materials, its manufacturer, its use, etc. Know its features inside and out.

  • Find the problem your product solves. The solution would, of course, be the benefit. It may be a mental, spiritual, physical, or financial benefit, but as advertising legend Maxwell Sackheim once said, "your product must have an excuse for its existence."

  • Never start writing your advertisement until you're totally excited about the task at hand. If you're not excited about your product, it will come out in your writing, and hence, the lack of results your ad produces.

  • Advertising is essentially news. Your ads must inform, educate, enlighten, inspire, or promise a reward for taking action. Apply your USP (Unique Selling Proposition) to your news angle. The USP works great as a news angle because if you're the ONLY one in town that does , isn't that news? If you have the lowest price in town and you tell them why you can beat every one else, isn't that news? It sure is. Ads should educate and inform, as well as persuade and move people to action.

    Understanding these basics of advertising will put you head and shoulders above your competition. Why? Because in my blunt opinion, 90% of all advertising stinks! And, most business owners (and some advertising agencies) don't understand that "the only purpose of advertising is to sell something."

    To learn how to write hard-selling copy and to master the basics of advertising from a world-class copywriter, get Joe Vitale's new course, "Advanced Hypnotic Writing" at: http://www.roibot.com/adhyp.cgi?R29882~_camp aign

    About The Author

    Craig Valine is the publisher of the The AwfulMarketing Alert Newsletter, "Where you learn GOOD marketing strategies by looking at those who do it really BAD."

    To subscribe his free newsletter, go to: http://awfulmarketing.com/ezinesubscribe.htm

    In The News:

    Advertise With Us  The Aviation Geek Club
    BE Show with Harsh Mariwala  ETBrandEquity.com

  • Take Advantage of Your Foes

    Let's take an example that is easy to check: I... Read More

    Marketing Tips - Advertising

    Typical methods of advertising-newspapers, radio and television are effective if... Read More

    Worn Out Brochure Design Is Keeping Small Business Owners Down

    I got another one of those calls the other day...Can... Read More

    Dont Put All Your Eggs in The Same Basket

    Solution: You can protect yourself by partnering with other lead... Read More

    Turn Your Ad Copy into a Goldmine!

    Today, more than ever, it is crucial that your ad... Read More

    7 Tips for Better Ads

    The content of advertising is basically the same no matter... Read More

    10 Tips to Use Giveaways Effectively

    Walk around any trade or consumer show and you will... Read More

    Do I Need Raised Letter or Full Color Business Cards?

    If you've been searching around for business cards that will... Read More

    Giorgio Armani: A Persuasive Campaign

    Lets examine the use of Giorgio Armani Company's advertisements for... Read More

    The Importance of Your Business Card

    What are you trying to say with you business card?We... Read More

    How to SAVE Yourself from Spending too Much Money on Advertising!

    How much money have you spent in Advertising, Promotion &... Read More

    What Happened? Troubleshooting Poor Response from Ad Campaigns

    Too many small business owners today run ad campaigns that... Read More

    How to Create Ads that Sell with Little Effort

    One of the main problems people find with marketing, is... Read More

    Understanding Internet Banner Advertising

    Banner advertising is an effective way of getting your advertising... Read More

    A Quick And Easy Way Of Getting More Customers From Every Single Ad You Write... Guaranteed!

    FACT: Most people don't spend anywhere near enough time on... Read More

    Business Plan Appeal ? Five Rules For Writing Attention Grabbing Headlines

    The success of a business plan stands or falls on... Read More

    If You?re Tired Of Adverts That Don?t Work And Letters That Don?t Sell, Then You Must Read This

    Over the 32 years I've been involved in sales, marketing... Read More

    Do Your Radio Ads Work?

    Most small businesses don't have a high powered advertising agency... Read More

    Advertising Basics for Beginners

    So many of us who have decided to do business... Read More

    The Internet and Beyond - 12 Tips on Writing Better Brochures

    Every year thousands of online businesses fail. None of them... Read More

    Tips for Using Paid Advertising

    Quite a few business out there can't survive without some... Read More

    CD Business Cards- Why Use Them?

    CD Business cards are the electronic version of the now... Read More

    Change, or Reinforce?

    Do you know about the distinction - and it's a... Read More

    The Future of Voiceovers: Hold Your Tongue...Possibly Forever

    "Do we need to cast a voice-over talent for this... Read More

    Whats The Frequency?

    The more things change, some say, the more things stay... Read More