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The 12 Causes for Adverstising Failure


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  #1  
Old 03-28-2009, 03:53 AM
SuperiorPower
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Default The 12 Causes for Adverstising Failure

Recently a local radio station that really caters to small businesses has been reading these on the air for free. I finally did a search to find them and here they are. The author is Roy H Williams who is the author of the book " The Wizard of Ads". If these quotations are any indication of his work I would say his books are worthy investments. You can google his name or simply google "wizard of ads" and find many other goodies from him. Good luck, Eli
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12 Causes of Advertising Failure:

1. The desire for instant gratification. The ad that creates enough urgency to cause people to respond immediately is the most likely to be forgotten immediately once the offer expires. Such ads are of little use in establishing the advertiser’s identity in the mind of the consumer.

2. Trying to reach more people than the budget will allow. For a media mix to be effective, each element in the mix must have enough repetition to establish retention in the mind of the prospect. Too often, however, the result of the media mix is too many people reached without enough repetition. Will you reach 100% of the people and persuade them 10% of the way? Or will you reach 10% of the people and persuade them 100% of the way? The cost is the same.

3. Assuming the business owner knows best. The business owner is uniquely unqualified to see his company or product objectively. Too much product knowledge leads him to answer questions no one is asking. He’s on the inside looking out, trying to describe himself to a person on the outside looking in. It’s hard to read the label when you’re inside the bottle.

4. Unsubstantiated claims. Advertisers often claim to have what the customer wants, such as “highest quality at the lowest price,” but fail to offer any evidence. An unsubstantiated claim is nothing more than a cliché the prospect is tired of hearing. You must prove what you say in every ad. Do your ads give the prospect new information? Do they provide a new prospective? If not, be prepared to be disappointed with the results.

5. Improper use of passive media. Nonintrusive media such as newspapers and yellow pages, tend to reach only buyers who are actively looking for the product. They are poor at reaching prospects before their need arises, so their not much use for planting a reticular activator or creating a predisposition toward your company. The patient, consistent use of intrusive media such as radio and television, will win the heart of the customer before she’s in the market for the product. Tel her Why; wait for when.

6. Creating ads instead of campaigns. It is foolish to believe a single ad can ever tell the entire story. The most effective, persuasive, and memorable ads are those most like a rhinoceros: they make a single point powerfully. An advertiser with seventeen different things to say should commit to a campaign of at least seventeen different ads, repeating each ad enough to stick in the prospects mind.

7. Obedience to unwritten rules. For some insane reason, advertisers want their ads to look and sound like ads. Why?

8. Late-week schedules. Advertisers justify their obsession with Thursday and Friday advertising by saying, “We need to reach the customer just before she goes shopping.” Why do these advertisers choose to compete for the customer’s attention each Thursday and Friday when they could have a nice, quite chat all alone with her on Sunday, Monday, and Tuesday?

9. Overconfidence in qualitative targeting. Many advertisers and media professionals grossly overestimate the importance of audience quality. In reality, saying the wrong thing had killed far more ad campaigns than reaching the wrong people. It’s amazing how many people become “the right people” when your saying the right thing.

10. Event-driven marketing. A special event should be judged only by its ability to help you more clearly define your market position and substantiate your claims. If one percent of the people who hear your ad for a special event choose to come, you will be in desperate need of a traffic cop and a bus to shuttle people from distant parking lots. Yet your real investment will be in the 99 percent who did not come! What did your ad say to them?

11. Great production without great copy. Too many ads today are creative without being persuasive. Slick, clever, funny, creative and different are poor substitutes for informative, believable, memorable, and persuasive.

12. Confusing reactions with results. The goal of advertising is to create a clear awareness of your company and its unique selling proposition. Unfortunately most advertisers evaluate their ads by the comments they hear from people around them. When we mistake mere response for results, we create attention-getting ads that say absolutely nothing.
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Old 03-28-2009, 10:06 AM
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Eli,

That is a great post. When you reflect on lawn care business ads you have seen, which do you think they fail on?
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Old 03-28-2009, 10:56 AM
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Possibly 1, 2, heck. At some point or another I am sure we fall into one or another of these bad traits......
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Old 03-28-2009, 01:28 PM
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Default Eli's post got me thinking

Normal 0 false false false oNotPromoteQF/> EN-US X-NONE X-NONE ontGrowAutofit/> ontVertAlignCellWithSp/> ontBreakConstrainedForcedTables/> ontVertAlignInTxbx/> MicrosoftInternetExplorer4 Eli’s post “The 12 Causes for Advertising Failure” got me thinking about a copyrighting course I took while working on my degree. Fortunately, I saved my notes. This is probably a bit long but I think it will get you thinking as Eli’s post got me thinking. I have cut and pasted material here so the flow probably is poor.>>

The population is both right and left brained. About 45% go to each side with 10% being what is described as balanced. The “right brained” population is motivated to commit by emotion and features. The “left brained” population respond to only logical, sequential appeals and benefits. The “balanced” populations view both equally and are for the most part “natural born” copyrighters. >>
When writing ads, people tend to write only to their “brain sided pre-disposition” ignoring almost half of their potential prospects. With this in mind, analyze your competition’s ad copy. Analyze the canned ad copy provided by the people from your product, service or opportunity. Do they address the “brain sided” needs of the total population? >>
The third thing to realize is that unless you copyright (write your own ads), you will be using the same ads that everyone else promoting your product, service, or opportunity are using. These ads are already worn out and will have little or no conversions (sales).>>
Marketers who use the “canned” ads might survive, but to succeed, unique and fresh ad copy is a must.>>
When writing anything, especially ad copy, how you convey your message and your words are what count. When you get down to it, isn't it all about what you say and how you say it? A good ad stands out from the crowd. The reader is compelled to take their time and actually read it, while quickly passing by the others. People like features but they buy benefits! >>
> >
Your ad copy must be short, to the point and have no spelling or syntax errors. Write your ads in a word processor using its spelling and grammar checker. Once you make an error, the odds of finding it diminish with each reading. I guess this all goes to prove, that the concept of having someone else read your copy, is really the best idea. Teamwork Does Make the Dream Work!>>
>>
Subject Line>>
>>
The subject line is the most important part of any ad. It makes no difference what medium (Solo ads, Web pages, Classified Ads, Conversation, even business cards) the Subject Line must capture their attention and interest. Hence, the A and the Iin A.I.D.A. Otherwise, the prospect will not read or listen any farther. You must create a compelling, “Must Get More Information” headline first.You have mere seconds to capture your visitor’s interest to the point where he will read on. Your headline MUST draw the reader in to want more. >>
Subject line major classes>>
>>
Positive - Getting the Prospect to say or think YES >>
i.e. “Would you like to … ?”>>
i.e. “Is your … ?”>>
Negative - Getting the Prospect to think or say NO>>
i.e. “Do you have the … you need or want?”>>
i.e. “Is your … as you would like?”>>
Informative – The - you too can do this syndrome. >>
i.e. “This is how I … .”>>
i.e. “You too can … !”>>
Testimonial – What others are saying>>
i.e. “Bill Gates says …”>>
i.e. “60 Minutes profiled us!” >>
Shortcut Tip: When placing your ads, type the body of your ad into your favorite text editor - make certain it is properly worded and eliminate any unnecessary words. Copy the body of your ad and you are ready to place ads. Then, go to an ad page - type in the Heading and the URL plus email if it is required, and then simply paste the body text into the proper place on the form. Submit your ad. Go the next ad site and repeat. You do not need to retype the body text over each at each location and it will save you tons of time. Moreover, this allows you to place many more ads. >>
Unless you copyright (write your own ads), you will be using the same ads that everyone else promoting your product, service, or opportunity are using. These ads are already worn out and will have little or no conversions (sales).>>
Marketers who use the “canned” ads might survive, but to succeed, unique and fresh ad copy is a must.>>
So, where do you start? There is a time tested formula for copyrighting. >>
Advertising Ad Formula - AIDA – Attention, Interest, Desire, Action>>
This is where all great ads start!>>
>>
Attention: Your first goal with any ad is to create attention, to gain the interest of the person scanning the ads. You gain interest with the Ad Heading or Subject Line. Your heading is the most important part of the ad because it will cause the prospect to stop and read the ad copy. >>
Interest: After getting their attention - you must now gain their interest. With classified ads, your ad heading can also gain their interest. The first few words of the ad copy must keep that attention. They must build or add to the subject line of the ad. You can expand on the heading in just a few words. >>
Desire: Now your goal is to create a desire in your prospect to learn more about your product or service. Not get him/her to place an order but simply to visit your web site and/or write or call for additional information. You want them to be interested enough to come to your pages - to desire more information – to get the questions you set them up for answered. >>
Action: This step actually gets your reader to click on your link, or contact you for more information. There must be a reason for the action - now instead of later. You do not want them to move on to another ad and forget about you. It is sometimes difficult to get each of these little fellows into a small ad. This is why you want to "perfect" your ad off line, before you begin to place ads. Work on your headline! Make it the most powerful headline possible. Write that ad copy. You want the majority of people reading your ad to click on your link or send you an email. What you really want is for the prospect to visit your web site. You do not want him to buy from your small ad - you simply want him to request more information. >>
Stay away from all CAPS or BOLD CAPS. It slows the reader down and interrupts the flow of your message. Use underline to emphasize your points. For example, this ad was submitted twice in the same medium at the same time. The only difference was the subject line. >>
Body Text >>
This consists of the last three parts of A. I. D. A – Interest, Desire, and Action.>>
I = INTEREST = Create an interest in your opportunity or service. >>
D = DESIRE = Create a desire to find out more. >>
A = ACTION = Get them to sign up in your opportunity or service. >>
Keep I.A.D.A in mind whenever writing ads.>>
  1. The first line of the body text must be directly related to the subject line for the ad flow and to be effective.>>
  2. The body text can be a combination of subject lines.>>
  3. Use your word processors Thesaurus to help you find the most dynamic words or phrases. >>
  4. Body text, can also be based upon the same classes as used in the “Subject Line” – “Positive,” “Negative”, “Informative” and, “Testimonial.”>>
  5. Brainstorm using as many of the techniques as you can. >>
Write your copy in an enticing manner. Keep it compelling and write to appeal to the person who reads it. Your goal is to make him want more and more. >>
Your copy flow is exceptionally important.It should flow smoothly from one point to the next. This is very important; otherwise, you will lose the reader. Transition should be smooth and clean. >>
Avoid writing hype; it only makes the prospect shy away. >>
When you come across good sales letters, save them for future reference. Save the lines and phrases that catch your attention, reword, rearrange the sentence structure, and inter-mix them into your copy. I call this R & D – Rob and Duplicate!>>
Once you have sales, request testimonials. >>
Make sure your copy is free of errors. If you have even one misspelled word, punctuation error or, incomplete thought you will lose sales. Be concise and thorough. If it is vague in any way, you will lose sales. Have 3-4 people critically read your copy. If they have any questions, your copy is vague and needs to be changed. >>
Copywriting is a Process >>
Copyrighting (creating ad material) is a process not an event. It does not happen the first time you attempt to write it. Write your copy, put it away, and come back to it later. Read it aloud; have someone read it to you. You will immediately see it needs more work. When you have completed your ad copy and are sure it is good, you have completed the easy part.>>
Copywriting is a process of continuous improvement. You take an ad and make it a good ad. Next, you take a good ad and make it a great ad. How will you know? Test and analyze! You test by tracking your ad (we will go into this in more detail in another session). How do you continuously improve your copy? >>
Ask yourself these questions:>>
  1. Have I expounded on the benefits? Are there both direct and indirect benefits? Have I detailed the benefits?>>
  2. How can I be more clear and concise?>>
  3. How can I offer more value?>>
  4. How can I justify my claims and reduce skepticism?>>
  5. How can I make the offer more compelling?>>
  6. Do I have enough convincing testimonials>>
  7. How can I put in a stronger call for action?>>
  8. What support can I offer?>>
  9. How can I make this ad more interactive? How can I make my product or service more interactive? >>
  10. How can I offer support?>>
  11. What guarantee can I offer? >>
> >
Take your ad and break it down into smaller sections; even sentence by sentence. Change what needs changing. The more time you spend doing this, the more compelling your ad will be. >>
To make your ad easier for the reader, keep your paragraphs and sentences as short as possible. People have tendency to scroll downwards before reading an ad. If it is short and concise, it will not look like such a bad thing to read through! >>
Include the words “you” and “your as often as you can. The prospect must see how your product or service will benefit them, not you! This technique psychologically transfers ownership and will entice the reader into reading more. >>
Always give your contact information. Name, address (city, state and, postal code), phone number, and email address. Never use P. O. Boxes, people will think you are hiding. >>
Add free bonuses. This will give you an edge over your competition. Use free reports or any highly perceived products or services. Always place your free bonuses below your pricing. It adds more value to your offer. >>
Remove skepticism. If your offer sounds too good to be true, increase your price and/or justify how you are able to offer so much for so little. Price your product accordingly. Find the correct balance by testing your pricing and do not be afraid of going too high. You will not know until you try! >>
Focus on marketing. Remember, marketing is a process that must be continuously improved, tested, and controlled. Just because you have some success, you cannot stop the process.>>
Everything you write in and for business is advertising! You are selling (promoting) a product, a service, and especially yourself.>>
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Old 03-28-2009, 01:30 PM
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Default ???

I have no idea where all the smiley faces came from. Sorry for the confusion. Probably because I cut and pasted.
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Old 03-29-2009, 10:11 PM
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It seems to be pasting rich text format. If you want to copy and paste like that, try pasting it into something first that wont take the rtf code like microsoft notepad. Then copy from there and paste it here.

Do you want to try and post that again or should i try to clean that up?
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Old 03-29-2009, 10:24 PM
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Default Copy and paste

Hi Steve,

I did copy and paste it into Word first. The notes were from 1995. I probably had a different version of word then. I will tr to post it again. Maybe the preview area will help me decide,

Steve
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Old 03-29-2009, 10:49 PM
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Default Another try to post this

Eli’s post “The 12 Causes for Advertising Failure” got me thinking about a copyrighting course I took while working on my degree. Fortunately, I saved my notes. This is probably a bit long but I think it will get you thinking as Eli’s post got me thinking. I have cut and pasted material here so the flow probably is poor

The population is both right and left brained. About 45% go to each side with 10% being what is described as balanced. The “right brained” population is motivated to commit by emotion and features. The “left brained” population respond to only logical, sequential appeals and benefits. The “balanced” populations view both equally and are for the most part “natural born” copyrighters.

When writing ads, people tend to write only to their “brain sided pre-disposition” ignoring almost half of their potential prospects. With this in mind, analyze your competition’s ad copy. Analyze the canned ad copy provided by the people from your product, service or opportunity. Do they address the “brain sided” needs of the total population?

The third thing to realize is that unless you copyright (write your own ads), you will be using the same ads that everyone else promoting your product, service, or opportunity are using. These ads are already worn out and will have little or no conversions (sales).

Marketers who use the “canned” ads might survive, but to succeed, unique and fresh ad copy is a must when writing anything, especially ad copy, how you convey your message and your words are what count. When you get down to it, isn't it all about what you say and how you say it? A good ad stands out from the crowd. The reader is compelled to take their time and actually read it, while quickly passing by the others. People like features but they buy benefits!

Your ad copy must be short, to the point and have no spelling or syntax errors. Write your ads in a word processor using its spelling and grammar checker. Once you make an error, the odds of finding it diminish with each reading. I guess this all goes to prove, that the concept of having someone else read your copy, is really the best idea. Teamwork Does Make the Dream Work!
Subject Line
The subject line is the most important part of any ad. It makes no difference what medium (Solo ads, Web pages, Classified Ads, Conversation, even business cards) the Subject Line must capture their attention and interest. Hence, the A and the Iin A.I.D.A. Otherwise, the prospect will not read or listen any farther. You must create a compelling, “Must Get More Information” headline first.You have mere seconds to capture your visitor’s interest to the point where he will read on. Your headline MUST draw the reader in to want more.

Subject line major classes

Positive - Getting the Prospect to say or think YES
i.e. “Would you like to … ?”
i.e. “Is your … ?”
Negative - Getting the Prospect to think or say NO
i.e. “Do you have the … you need or want?”
i.e. “Is your … as you would like?”
Informative – The - you too can do this syndrome.
i.e. “This is how I … .”
i.e. “You too can … !”
Testimonial – What others are saying
i.e. “Bill Gates says …”
i.e. “60 Minutes profiled us!”

Shortcut Tip: When placing your ads, type the body of your ad into your favorite text editor - make certain it is properly worded and eliminate any unnecessary words. Copy the body of your ad and you are ready to place ads. Then, go to an ad page - type in the Heading and the URL plus email if it is required, and then simply paste the body text into the proper place on the form. Submit your ad. Go the next ad site and repeat. You do not need to retype the body text over each at each location and it will save you tons of time. Moreover, this allows you to place many more ads.

Unless you copyright (write your own ads), you will be using the same ads that everyone else promoting your product, service, or opportunity are using. These ads are already worn out and will have little or no conversions (sales).
Marketers who use the “canned” ads might survive, but to succeed, unique and fresh ad copy is a must.
So, where do you start? There is a time tested formula for copyrighting.
Advertising Ad Formula - AIDA – Attention, Interest, Desire, Action
This is where all great ads start!

Attention: Your first goal with any ad is to create attention, to gain the interest of the person scanning the ads. You gain interest with the Ad Heading or Subject Line. Your heading is the most important part of the ad because it will cause the prospect to stop and read the ad copy.
Interest: After getting their attention - you must now gain their interest. With classified ads, your ad heading can also gain their interest. The first few words of the ad copy must keep that attention. They must build or add to the subject line of the ad. You can expand on the heading in just a few words.

Desire: Now your goal is to create a desire in your prospect to learn more about your product or service. Not get him/her to place an order but simply to visit your web site and/or write or call for additional information. You want them to be interested enough to come to your pages - to desire more information – to get the questions you set them up for answered.

Action: This step actually gets your reader to click on your link, or contact you for more information. There must be a reason for the action - now instead of later. You do not want them to move on to another ad and forget about you. It is sometimes difficult to get each of these little fellows into a small ad. This is why you want to "perfect" your ad off line, before you begin to place ads. Work on your headline! Make it the most powerful headline possible. Write that ad copy. You want the majority of people reading your ad to click on your link or send you an email. What you really want is for the prospect to visit your web site. You do not want him to buy from your small ad - you simply want him to request more information..

Stay away from all CAPS or BOLD CAPS. It slows the reader down and interrupts the flow of your message. Use underline to emphasize your points.

Body Text

This consists of the last three parts of A. I. D. A – Interest, Desire, and Action.
I = INTEREST = Create an interest in your opportunity or service.
D = DESIRE = Create a desire to find out more.
A = ACTION = Get them to sign up in your opportunity or service.
Keep I.A.D.A in mind whenever writing ads.
  1. The first line of the body text must be directly related to the subject line for the ad flow and to be effective.
  2. The body text can be a combination of subject lines.
  3. Use your word processors Thesaurus to help you find the most dynamic words or phrases.
  4. Body text, can also be based upon the same classes as used in the “Subject Line” – “Positive,” “Negative”, “Informative” and, “Testimonial.”
  5. Brainstorm using as many of the techniques as you can.
Write your copy in an enticing manner. Keep it compelling and write to appeal to the person who reads it. Your goal is to make him want more and more.

Your copy flow is exceptionally important.It should flow smoothly from one point to the next. This is very important; otherwise, you will lose the reader. Transition should be smooth and clean.

Avoid writing hype; it only makes the prospect shy away.

When you come across good sales letters, save them for future reference. Save the lines and phrases that catch your attention, reword, rearrange the sentence structure, and inter-mix them into your copy. I call this R & D – Rob and Duplicate!

Once you have sales, request testimonials.

Make sure your copy is free of errors. If you have even one misspelled word, punctuation error or, incomplete thought you will lose sales. Be concise and thorough. If it is vague in any way, you will lose sales. Have 3-4 people critically read your copy. If they have any questions, your copy is vague and needs to be changed.

Copywriting is a Process

Copyrighting (creating ad material) is a process not an event. It does not happen the first time you attempt to write it. Write your copy, put it away, and come back to it later. Read it aloud; have someone read it to you. You will immediately see it needs more work. When you have completed your ad copy and are sure it is good, you have completed the easy part.

Copywriting is a process of continuous improvement. You take an ad and make it a good ad. Next, you take a good ad and make it a great ad. How will you know? Test and analyze! You test by tracking your ad (we will go into this in more detail in another session). How do you continuously improve your copy?

Ask yourself these questions:
  1. Have I expounded on the benefits? Are there both direct and indirect benefits? Have I detailed the benefits?
  2. How can I be more clear and concise?
  3. How can I offer more value?
  4. How can I justify my claims and reduce skepticism?
  5. How can I make the offer more compelling?
  6. Do I have enough convincing testimonials
  7. How can I put in a stronger call for action?
  8. What support can I offer?
  9. How can I make this ad more interactive? How can I make my product or service more interactive?
  10. How can I offer support?
  11. What guarantee can I offer?
Take your ad and break it down into smaller sections; even sentence by sentence. Change what needs changing. The more time you spend doing this, the more compelling your ad will be. >>

To make your ad easier for the reader, keep your paragraphs and sentences as short as possible. People have tendency to scroll downwards before reading an ad. If it is short and concise, it will not look like such a bad thing to read through!
Include the words “you” and “your” as often as you can. The prospect must see how your product or service will benefit them, not you! This technique psychologically transfers ownership and will entice the reader into reading more.

Always give your contact information. Name, address (city, state and, postal code), phone number, and email address. Never use P. O. Boxes, people will think you are hiding. >>

Add free bonuses. This will give you an edge over your competition. Use free reports or any highly perceived products or services. Always place your free bonuses below your pricing. It adds more value to your offer. >>

Remove skepticism. If your offer sounds too good to be true, increase your price and/or justify how you are able to offer so much for so little. Price your product accordingly. Find the correct balance by testing your pricing and do not be afraid of going too high. You will not know until you try! >>

Focus on marketing. Remember, marketing is a process that must be continuously improved, tested, and controlled. Just because you have some success, you cannot stop the process.>>

Everything you write in and for business is advertising! You are selling (promoting) a product, a service, and especially yourself.>>
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Old 03-30-2009, 03:50 PM
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Quote:
I did copy and paste it into Word first
I meant microsoft notepad. Not word. Notpad is in your accessories. It won't accept Rich Text Format so therefor it will avoid that problem.

That is a fantastic post!

With all of that being kept in mind, do you have some favorite ads that have stood out and grabbed your attention that we could discuss as an example?
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Old 03-30-2009, 04:16 PM
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Quote:
Originally Posted by Steve View Post
I meant microsoft notepad. Not word. Notpad is in your accessories. It won't accept Rich Text Format so therefor it will avoid that problem.

My problem was that I pasted word 3 Documents into word 7.

That is a fantastic post!

With all of that being kept in mind, do you have some favorite ads that have stood out and grabbed your attention that we could discuss as an example?
My favorite ad so far is the one with the puppy sitting on a well kept lawn with the caption "Have You Seen" and then at the bottom of the ad "Such a Beautiful Lawn". It capitalized on the "Attention" and Interest" part of the AIDA formula. If your ad doesn't attract attention, it has already failed. It won't be read. Once you have their attention you must generate interest in your product or service.

One ad I placed in the local classified paper I thought would generate attention was a complete failure. "Free lawn mowing! Just bring your lawn here and we will mow it free. House calls reasonably priced". Didn't get a single response!

Brainstorming does work. Maybe we could develop some great ads here that could be used by our members without competeing because of the dispersion of our members. Thomas Jefferson said. "Teamwork makes the Dream Work". Ideas and constructive criticism goes a long way. An idea submitted by Jack could create a brainstorm by Jill and then improved by John. (Just names - no references intended).

Steve
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