Ads Not Pulling? Don't Blame Publisher Yet! Ad Writer's Tips and Tricks By: Robert Olson
We all work hard to write that hot prospect pulling ad but many times we get little or no response at all. Publishers take alot of heat when it comes to this problem. Just other day I listened as an ezine publisher told a story of a guy who wanted all his money back when his ad didn't pull. Should publisher give a refund?
For many years I was an advertising consultant in mail order industry. I heard so many people complain about how bad so and so publication was and how it didn't pull any or very few responses. Sometimes, people never consider that their ad may have been to blame for outcome. As advertisers, we need to shoulder responsiblity. We need to understand that to write ads that pull, means learning another profession or at least learning bare basics so our advertising is not in vain. Read on and you can discover ad writer's formula used for decades by successful copywriters.
First, think about words for a moment. Think about how powerful they can be. Words.... so powerful they can cause people to fight or a whole country to go to war. Words make us laugh and they can make us cry but they can also make people buy! Ads written with a proven formula and with right words can pull responses like crazy. If ad is in a place where it can be read for years, responses will just keep coming. One of my best ads was placed in mail order publications back in 1993 and today I still get responses to that particular ad everyday! Here is that ad:
Save up to 50% on Groceries! Plus Earn Thousands of $$$'s Helping Others Save! Write or call today!
This ad was written using basic formula that most copywriters use. The fact is that anyone can use this formula and when you, you will see measurable results. Here is formula:
attract - Attention
generate - Interest
stimulate - Desire
ask for - Action When people are scanning ads, and their eyes move across your ad, you only have a few seconds if that to capture their attention. The first objective is to write a headline that can attract reader's Attention. This is first step of four partformula for writing successful ads. You want it to be your ad that grabs reader's attention. You may have to write pages of different headlines to get one that stands out from rest but this is really a small price tomake difference between success and failure.