How To Write Ads That Get Response

Your print ads should do more than just get noticed. Their job is to bring you business, and if all they do is lay around and attract attention, they're no different from the lazy employee who does nothing all day but look busy.

You wouldn't give him more hours in the hopes that one day something productive will happen. And you shouldn't keep running those "name recognition" ads in the hopes that one day sales will happen, either. You should fire those non-responsive ads and get some that pull their own weight. Here's how:

1. Grab prospects with your headline. The single most important part of your ad is the headline. If yours is the name of your business, you are wasting your time and money by running it. Make it shout about the biggest benefit if buying your product or service, and you could increase response by as much as 300%.

2. Don't talk about yourself. Talk about the benefits your prospect will enjoy by using your product or service. Focus entirely on your customer, not yourself, your history, your anything. It's all about what's in it for them.

3. Include a photo. Don't make the photo the entire ad with only minimal copy, but do include one that supports what your ad says. Pictures in ads are like body language: they convey your tone and intention, and if done right add to your credibility. But they do not persuade by themselves. Only words can do that.

4. Ask for response. People won't call if you don't ask them to. Tell your prospect what it is you want her to do. Call for a free quote. Visit our web site. Come in today and stock up. Send in this coupon. You get the point.

Changing your ads from "name recognition" to "direct response" can not only increase your business, they can lower your advertising bill. Because they don't have to be run over and over and over to be effective.

So "fire" your old ads today, and "hire" new ones that really produce!

Does your marketing forge an emotional connection with your prospects? It can. Lisa Packer delivers persuasive, targeted copywriting that dramatically increases your business. Unleash the power of words on behalf of your business by visiting http://www.dramatic-copy.com today.

In The News:

TV advertisements dwindle as brands tighten purse strings amid slowdown  The Financial ExpressMedia buying experts have noted that the auto industry, which has suffered the worst decline in sales in the last 20 years, has had to cut down on ad spend ...
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Gender stereotype advertising bans set ‘concerning’ precedent, say advertisers  The IndependentThe banning of two adverts that promoted “harmful” gender stereotypes sets a “concerning” precedent, according to advertisers.
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Why gaming will be advertising's next key channel  The DrumGaming has been on the radar of advertisers for some time, but it seems to have become a more intriguing prospect in the collective consciousness of the ...
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CBS And Viacom Streaming Assets Offer Potent Blend Of Subscriptions And Advertising  DeadlineCBS and Viacom stand to become a bulked-up media player with arguably the industry's most diversified streaming portfolio.
Amazon Is Looking to Put Advertising Data on a Blockchain  CoinDeskAmazon is seeking to integrate parts of its advertising business with a blockchain. The Seattle-based e-commerce giant is looking for a senior software engineer ...
How TikTok is a readymade platform for targeted advertising  Exchange4MediaTikTok is what Gen Z is on. The ByteDance-owned social media app, popular for its short form videos, is a rage for its user-generated quirky song-dance routines ...
From sound to sensory experiences; how 5G will impact advertising  ShotsA wave of 5G is about to arrive in the UK, and it will mean a lot of things to a number of different industries. For advertising in particular, there are exciting ...
UK Advertising Watchdog Upholds Complaints Against BitMEX Bitcoin Promotion  CoinDeskThe U.K. Advertising Standards Authority (ASA) has upheld complaints over a bitcoin ad placed by crypto derivatives exchange BitMEX (HDR Global Trading).
Microsoft Advertising rolling out experiments A/B testing tool globally  Search Engine LandYou will see a new tab in your Microsoft Advertising account soon if you don't already. Experiments is rolling out globally for testing ad copy, landing pages and ...
Twitter to Remove Third-Party Data From Ad-Buying System  Wall Street JournalTwitter said it plans to remove outside data sources from its ad-buying system, becoming the latest tech company to put more distance between itself and ...
Coca-Cola advertisements featuring gay couples create stir in Hungary  ABC NewsA Coca Cola advertising campaign titled “Love is Love” promoting LGBTQ tolerance has sparked an uproar in Hungary, with a leading lawmaker from the ruling ...
Discovery offers up local OTT advertising inventory  FierceVideoDiscovery Inc. will offer targeted local market streaming video media campaigns by partnering with Gamut for local market OTT inventory ad sales efforts in the ...
Facebook to remove thousands of outdated interest targets for advertising  Marketing LandFacebook announced Tuesday that it will be removing thousands of outdated and infrequently used interest targets such as old movie and band names and ...
Presidential candidate Tulsi Gabbard sues Google over suspended advertising account  CNBCThe Democratic presidential candidate claims the company stifled her speech when it suspended her campaign's advertising account.
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Condé Nast's global restructure binds sales and advertising arms  The DrumVogue publisher Condé Nast has initiated a wholesale restructure of its leadership team and organisation structure, leaving it with a more cohesive, global ...
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Nation Informs Body-Positive Advertisers It Ready To Go Back To Staring At Unattainably Attractive People  The OnionNEW YORK—Admitting that the past few years of greater representation had accomplished the goal of making them feel much better about themselves, ...
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Advertisers Drop Fox News, Tucker Carlson After He Said White Supremacy's A 'Hoax'  HuffPostLong John Silver's, SoFi and HelloFresh have joined the more than 20 brands who have stopped advertising with the Fox News show because of the host's rhe...
Amazon Advances in the Digital Advertising Space  Market RealistAmazon has also been gradually increasing its revenue exposure to the digital advertising business—and there's huge opportunity in the space.
Kroger Is Upping Its Advertising Game  FortuneNaming creative advertising agency DDB, as the grocer uses technology for a strong omnichannel business—in-store, online, delivery and in-store pickup.
Texas Gun Store Criticized For Advertising 'Back To School' Firearms Sale  HuffPostA Houston-area gun store and shooting range has been criticized for advertising a “back to school” firearms sale — less than two weeks after back-to-back mass ...
As programmatic advertisers get smarter, agencies shake up the trading desk model  DigidayAgency trading desks were previously viewed as black-box buys of cheap inventory, whereas now they're more focused on using ad tech to buy quality media.
Facebook Watch Draws More Advertisers—Gradually  The Wall Street JournalAdvertisers are beginning to direct more money toward Facebook Watch, but the video-viewing platform remains far behind YouTube in revenue and audience.
U.S. digital advertising revenues hit the strongest Q1 on record  PPC LandU.S. digital advertising revenues reached a landmark high of $28.4 billion in the first quarter of 2019, IAB announced this month. Digital revenue for Q1 2019 ...
Advertising World, Why Are We Not Embedding Climate Change Discussions Into Our Boardrooms and Campaigns?  AdweekBecause, honestly, a lot of these issues fall on the shoulders of big brands.
Despite scandals, advertisers say YouTube Kids is effective  DigidayWhen YouTube Kids launched in 2015, media buyers were intrigued by the opportunity to advertise to kids in a safe environment. Four years later, even with the ...
Facebook's Expanding Search Advertising  Motley FoolMore marketers can now place ads in Facebook's search results, but there's a catch.
Advertising holding companies welcome ACCC inquiry into digital  AdNewsPeter Horgan, Omnicom Media Group CEO, supports any initiative to improve best practice across the industry.
Just do it: the advertising industry should embrace its right-wing roots  Spectator.co.ukAm I allowed to mention Nigel Farage? Of course I am, this is The Spectator, and its readers enjoy analysing all kinds of people and ideas, even those they…
'Advertising is dead - meant to bring together everyone in the media'  Exchange4MediaVarun Duggirala, Co-founder, *Content* Chief, The Glitch, shares insights on the IVM podcast, the TG of the show and plans going forward.
Boris to spend £100,000,000 just on advertising no-deal Brexit  Metro.co.ukBoris Johnson is set to spend £100 million on advertising a Brexit no-deal, government sources have said. The new prime minister has already formed his ...
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Defence Force only employ 231 new recruits despite forking out thousands on advertising  The Irish SunTHE Defence Forces signed up just 231 new recruits this year despite shelling out more than €230,000 on a bumper advertising campaign to attract new ...
Google advertising rebound propels revenues higher  Financial TimesSecond-quarter growth quietens fears of slowdown and sends parent Alphabet's shares higher.
Aussie shock jock Alan Jones loses advertising dollars after Ardern attack  New Zealand HeraldSydney shock jock Alan Jones has lost a lucrative advertising deal after calling New Zealand Prime Minister Jacinda Ardern "a complete clown", Australian ...
Is it time to pay more attention to Reddit? For advertisers focused on niche audiences, the answer is yes  Marketing LandOnce upon a time, Reddit was considered the “wild west” of the internet. The company's CEO Steve Huffman described it as a “dystopian Craigslist” – a term he ...
What advertisers should know about the Fortnite World Cup: Monday Wake-Up Call  AdAge.comPlus, McDonald's is rethinking its agency model.
ITV to grow addressable advertising  Broadband TV NewsITV says it plans to grow ITV Hub's registered users to 30 million by the end of 2021. The platform is already at 29 million registered users, 4 million more than in ...
News Corp Australia revenues fall as advertising drops and subscriptions stay flat  The GuardianRupert Murdoch's Australian mastheads and Foxtel suffer drop in revenue although global profits increase after huge loss in 2018.
Why the big advertising holding groups can no longer look at Asia Pacific as one market  The DrumThe recent round of redundancies at Dentsu Aegis Network (DAN), first reported by The Drum, brings up the question of why the six holding groups are ...
An Post has been given approval to hang advertising banners on the front of the GPO despite objections  TheJournal.ieAn Post claimed visitor numbers to the GPO had almost halved in the past three years.
Walmart stops advertising violent games as Apex Legends taken off TV  Metro.co.ukVideo games continue to be blamed for the recent spate of mass shootings in the U.S., despite no direct link between any of them.
Skye renters warned they face eviction for advertising homes on Airbnb  The NationalRENTERS on Skye have been warned against cashing-in by sub-letting their homes to tourists.
How to limit what advertisers see on Facebook  KomandoHere are the best ways to adjust your Facebook privacy settings so you can control what advertisers can and cannot see.
Google Makes YouTube Masthead Ads Available to All Advertisers  Search Engine JournalGoogle is now letting all advertisers buy YouTube masthead ads, following a successful beta test in select markets. Ads will be available to buy on a CPM basis.
How Amazon Is Transforming Programmatic Advertising  Market RealistOn July 26, the Wall Street Journal first reported Amazon's deal with demand-side platforms the Trade Desk and Dataxu TouchPoint.
Row over Devendra Fadnavis' image on flood relief material: Opposition accuses state govt of 'advertising...  FirstpostDefending the use of stickers, the MLA said that move will help affected people know that food grain is being provided to them free of cost on behalf of the state ...

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