CPR CPA CTR... what does it all mean? What it means is dollars "out" of your pocket instead of "in" to your pocket. Advertising dollars are gaining in value, meaning the regular advertiser now gets MORE for his dollar than he did a few years back.
An advertiser used to pay for "impressions",meaning everytime his ad showed on a web page it was counted as an impression. He would buy 1000 to 100000 impressions for his ad. Ad rates depended upon the web site. Educational sites could get a higher CPM rate, (cost per thousand impressions), than a site selling laundry detergent.
Things have changed somewhat... Now they want to buy CPA ads, (cost per action), meaning they want to pay per "action". An "action" is not considered a click. If they place an ad on your site, it doesn't matter if it gets 10000 impressions or 50000 impressions. It doesn't matter if it gets 1000 clicks. They are ONLY going to pay you if someone actually clicks on the link AND buys whatever they are selling on their site. Sounds great huh?
The other great ad inventory they want to purchase is the CTR offer. This is for "click through rate". That means their ad can again show 10000 times or 50000 times. It doesn't matter. They are only going to pay you if someone actually clicks on their ad. Another yummy prospect huh?
What is going on here? Are we so desperate for ads that we will allow someone to use our web pages to flaunt their products for free and only get paid if someone clicks their ad or acually signs up for something they are selling? What is wrong with this picture, people?
Let's see.... I want to rent a new business building, but I have informed the landlord that even though I will be taking up their "prime space", I will only be paying partial rent on customers who actually buy something. It doesn't matter if I have a crummy storefront, a disorganized shelving system, or an unmanageble way to navigate about the store. I am still only going to pay them for their prime spot IF I actually get a sale out of the building. Now this sounds more to my liking!
Also, I am going to be contacting some National Newspapers. I want to place an ad on their "front" page along with some other ads in the rest of the newspaper. I am going to inform the newsletter that I don't care if they have 100,000 subscribers who will see the ad. I am only going to pay "IF" someone actually uses the ad and buys my product. Now hurry up and get my ad placed on the front page of your newspaper!
Let's wake up ladies!
As long as you keep accepting advertising on these terms, you are going to be giving away your "prime business space" and your "front page space" to some clever marketing agent who just saw a new victim when he landed at your site.
I would LOVE to see these guys try to pull this stuff in the real world! H-E-L-L-O... This may be a virtual world, but it still takes "real" people to read your ads and real people to buy your products.
Maybe you advertisers only want to pay on a click through rate or a click per action rate because your ad might stink or it's in a "testing" phase. In the meantime they get to be your guinea pig while you test around to see which ads got the best performance as you showed the ad millions of times but only had to pay for actual clicks on your ad. What a deal you got!
I think I'll make up the blandest ad I can find, but make sure the words "Digital Women" are in it because I just want people to remember the name. I don't care if they click or not because I am just after brand recognition at the moment. Then I won't have to pay anything to the poor sap that showed my ad 500,000 times but I can still get the brand recognition that I need to succeed at my present goal, which is just making sure my "name" is seen around the world on lots of people's web sites.
This article is not meant to sound bitter. It is meant to open your eyes to what is being handed to you like it's something special. It's not special and they couldn't pass this off in a real newspaper or a real magazine or a real business development mall or shopping mall.
Stop being a victim to these guys. If they offer a CPA or CTR send them out the same door they came through. Wise up! That is your prime advertising space. Stop "giving" it away.
What are your best options if:
* You accept advertising
* You buy advertising
If you "accept" advertising, make sure you offer a flat rate for your prime space. You can offer a CPM which is a cost per thousand impressions, or you can offer a flat monthly rate based on how many impressions they can get in 30 days.
Your rates should be in line with what your site offers as content. Adres has a chart but I think it is a couple of years old. You can check out the CPM rates there. When you hit the site, look to the right for a link to "sample rates": {http://adres.internet.com/adrates/article/0,1401,,00.html}
Have a clear ad rates page set up. We suggest using an advertising agency to sell ads for you. They know all the ad terms and communicate better with those who buy ads. One great place we know that specializes in advertising for women is the Queen of Pizzazz. You can find that advertising agency here: {http://www.thequeenofpizzazz.com}
If you "buy" advertising, make sure you have a budget in place before you start looking. Also you will need to have several different ads to try at different places. If you don't do some sort of ad tracking or some sort of program in place where you can see which of your ads did the best then you will be wasting valuable ad dollars.
Again we suggest using an ad agency that will do all that for you. The above site also offers the service of buying ad space for you. Try them out.
To sum up...
* Educate yourself to the ad terms being used today.
* Don't accept every offer that comes along. Check to see if it right for you.
* Target your ad space. Don't sell space to a tire manufacturer if you sell diapers on your web site.
* Target your own ads to sites who compliment what you are selling.
* Remember that if you choose to go with someone like Google's adsense, that the MINUTE someone clicks on their ad, you just made a few cents and ALSO just lost your web site visitor as they don't let the ad open up in a new window for you. About The Author
Rebecca Game is the owner/founder of Digital-Women.com an international online community for women in business. If you are a "woman with her modem running..." come join us!
http://www.digital-women.com, mailto:marketing@digital-women.com
Tuesday, April 10, 2007
Sex in Advertising: Does it Sell?
We're surrounded by advertisements that desperately compete for our attention. Everywhere we look, we find ourselves inevitably drawn to images of scantily clad attractive men and women that are supposed to somehow inspire us to purchase products they endorse. Sure, this attention-getting strategy is popular. But, is it effective?
Sex appeal can increase the effectiveness of an ad or commercial because it attracts the customer's attention. It's human nature to be curious about sex. A pair of long legs on a billboard is more likely to catch (and hold) a guy's attention than a puppy, regardless of how cute it may be. Even women are drawn to them, perhaps with the desire of having goddess-like legs.
However, misuse of sex appeal can be costly. Many campaigns deemed offensive have started brand boycotts that affect sales and damage brand reputation. Abercrombie & Fitch has been involved in several scandals, the latest from their most recent catalog entitled "XXX Wet, Hot Summer Fun." On April 18, 2002, only a week after the catalog hit the stores, the Illinois State Senate passed a resolution condemning A&F's advertising tactics. This resolution, backed by several nonprofit organizations, suggests citizens and shareholders boycott Abercrombie's products and to take a stand against the company's marketing strategies. Although sexy images in catalogs are not at all uncommon, "XXX Wet, Hot Summer Fun" featured naked boys and girls frolicking in natural settings. Not quite appropriate for an apparel catalog targeted at teenagers.
Sex in advertising has stirred controversy for many years, an advertiser must be careful when incorporating it in a campaign. Great advertisers consider not only the attention-getting power of an advertisement or commercial, but also what kind of emotional response it provokes in customers. Studies show that the attractiveness of the endorsing model provokes positive responses. Nudity and graphic erotic content, while still increasing consumer's attention, doesn't really generate positive feelings among viewers. In other words, advertisers must be careful to avoid the "cheap shot," which may negatively affect a brand's image.
To avoid that, the sexual content in advertising must be appropriate to the product category and have a proper underlying message. In 2000, Heineken launched the "It's All About the Beer" campaign. One spot, called "The Premature Pour," shows a beautiful seductive woman pouring Heineken into a glass. When a guy across the bar responds by pouring his own, he nervously pours too fast and spills foam all over the table and himself. The sexual content is implicit, yet direct. The sexual reference in this and other spots in the campaign worked, causing sales to rise 13% in the first two quarters of 2002. However, Steve Davis (VP of marketing in Heineken USA), claims that, "Provocative is a very good place to be, as long as we're not inflammatory. But the spots also work for a different reason. From the tag line to the plot, they are about a desire for Heineken. Our ads make the beer the hero."
Sex sells, yes, but only when used "in good taste." As marketers we must think not only in getting customers' attention for the short term, but also in building a brand reputation that will yield long-term results.
Mark Levit is managing partner of Partners & Levit Advertising and a professor of marketing at New York University. Partners & Levit's clients include Procter & Gamble, UnitedHealth Group, and GE Commercial Finance. For more information call 212-696-1200 or visit {http://www.partnerslevit.com}.
Sex appeal can increase the effectiveness of an ad or commercial because it attracts the customer's attention. It's human nature to be curious about sex. A pair of long legs on a billboard is more likely to catch (and hold) a guy's attention than a puppy, regardless of how cute it may be. Even women are drawn to them, perhaps with the desire of having goddess-like legs.
However, misuse of sex appeal can be costly. Many campaigns deemed offensive have started brand boycotts that affect sales and damage brand reputation. Abercrombie & Fitch has been involved in several scandals, the latest from their most recent catalog entitled "XXX Wet, Hot Summer Fun." On April 18, 2002, only a week after the catalog hit the stores, the Illinois State Senate passed a resolution condemning A&F's advertising tactics. This resolution, backed by several nonprofit organizations, suggests citizens and shareholders boycott Abercrombie's products and to take a stand against the company's marketing strategies. Although sexy images in catalogs are not at all uncommon, "XXX Wet, Hot Summer Fun" featured naked boys and girls frolicking in natural settings. Not quite appropriate for an apparel catalog targeted at teenagers.
Sex in advertising has stirred controversy for many years, an advertiser must be careful when incorporating it in a campaign. Great advertisers consider not only the attention-getting power of an advertisement or commercial, but also what kind of emotional response it provokes in customers. Studies show that the attractiveness of the endorsing model provokes positive responses. Nudity and graphic erotic content, while still increasing consumer's attention, doesn't really generate positive feelings among viewers. In other words, advertisers must be careful to avoid the "cheap shot," which may negatively affect a brand's image.
To avoid that, the sexual content in advertising must be appropriate to the product category and have a proper underlying message. In 2000, Heineken launched the "It's All About the Beer" campaign. One spot, called "The Premature Pour," shows a beautiful seductive woman pouring Heineken into a glass. When a guy across the bar responds by pouring his own, he nervously pours too fast and spills foam all over the table and himself. The sexual content is implicit, yet direct. The sexual reference in this and other spots in the campaign worked, causing sales to rise 13% in the first two quarters of 2002. However, Steve Davis (VP of marketing in Heineken USA), claims that, "Provocative is a very good place to be, as long as we're not inflammatory. But the spots also work for a different reason. From the tag line to the plot, they are about a desire for Heineken. Our ads make the beer the hero."
Sex sells, yes, but only when used "in good taste." As marketers we must think not only in getting customers' attention for the short term, but also in building a brand reputation that will yield long-term results.
Mark Levit is managing partner of Partners & Levit Advertising and a professor of marketing at New York University. Partners & Levit's clients include Procter & Gamble, UnitedHealth Group, and GE Commercial Finance. For more information call 212-696-1200 or visit {http://www.partnerslevit.com}.
7 Essential Elements for Profit-Pulling Ads
Advertising will make or break your business. It is crucial to your success that you learn to write great ad copy. Here are a few simple concepts to get you there.
1. The Headline
This is THE most important part of your ad, especially when using online advertising. The point of the headline is to grab a potential customer's interest and then entice the reader to go on and read the rest of your ad. The best headlines tend to be those that emphasize the benefits to the customer, ie. what your product or service can do for them, WHY they MUST have it - right now!
2. Formatting
If your ad is taking the form of a webpage, or any other ad that allows the use of HTML/formatting, take advantage of it. Make sure your headline stands out from the rest of your ad by using a larger font, bolding, italics (careful here: make sure it is readable, some fonts aren't), or a different color. Remember to ensure that the overall look is business-like.
Some ad sites (like AOL) allow you to post a graphic along with your ad: definitely do so! It will really make your ad stand out compared to the ads of those who haven't bothered and makes you look much more professional.
If you're advertising to safelists or using any other type of email advertising, use interesting characters to make your subject line stand out, some examples: >>
1. The Headline
This is THE most important part of your ad, especially when using online advertising. The point of the headline is to grab a potential customer's interest and then entice the reader to go on and read the rest of your ad. The best headlines tend to be those that emphasize the benefits to the customer, ie. what your product or service can do for them, WHY they MUST have it - right now!
2. Formatting
If your ad is taking the form of a webpage, or any other ad that allows the use of HTML/formatting, take advantage of it. Make sure your headline stands out from the rest of your ad by using a larger font, bolding, italics (careful here: make sure it is readable, some fonts aren't), or a different color. Remember to ensure that the overall look is business-like.
Some ad sites (like AOL) allow you to post a graphic along with your ad: definitely do so! It will really make your ad stand out compared to the ads of those who haven't bothered and makes you look much more professional.
If you're advertising to safelists or using any other type of email advertising, use interesting characters to make your subject line stand out, some examples: >>
The Future of Voiceovers: Hold Your Tongue...Possibly Forever
"Do we need to cast a voice-over talent for this project?"
That's a valid question any producer might ask when creating an advertisement, corporate audio-video presentation, video game, etc. Of course, the answer depends on what elements the producer and client feel will best communicate with the audience.
For a radio ad, a fully sung jingle with no voice-over could work best. A TV spot or corporate narration might be most effective using scrolling graphic and text, again without an announcer. But very soon producers could be pondering whether their productions need a voice over talent for a more disturbing reason. Vocal utterances produced by air passing through folds of tissue and formed by lips, teeth, and tongue may, simply put, become obsolete. Yes, the "virtual voice talent" may very well become a reality.
Welcome to the Machine
In the May 2004 issue of Mix Magazine, in two separate articles, Stephen St. Croix and Paul D. Lehrman relate their experiences with a new piece of software ominously named "Vocaloid." This little computer-coded wonder is a speech synthesizer that's being used to synthesize background vocals on actual recordings that are being sold to the public--background vocals so good, you'd be hard-pressed to recognize they're fake singers. Now, considering the dubious singing talents of many of our current pop stars, maybe a Vocaloid virtual diva named Britney isn't too far-fetched. Audio manipulation, including pitch correction, equalization, compression, reverb, have been used for decades to save the bacon of many a pop star's performance in-studio or on stage. Technically, it's just a short step from this point to a "singer in a box."
In fact, in the letters section of the July 2004 issue of Mix Magazine a person identified only as "BC," referring to the St. Croix and Lehrman articles, boasted that he's created a "band" called The Bots, "...created wholly from speech synthesizers and 3-D graphics." BC further states, "I use Vocaloid among a variety of other speech synths to make it more into an ensemble. The Bots have released two CDs, a 'record deal' with Magnatune, and a second video in the works. It's been a long and painful ordeal, but I've finally gotten them to the point where they seem as real as any other band out there--except no live concerts."
I've Gotta Sing
And that's the crux of the matter. The appeal of virtual entertainers probably will be quite limited--at least for the foreseeable future--because they can't tour, do drugs, get into fights, sue their record labels, promote world peace, raise money for charity, or do anything live flesh and blood performers can do. We, the audience, love the performer as much as the performer's music. And, in this case, that's a good thing. Tony Bennett, the White Stripes, Diana Krall, Toby Keith, Frederica von Stade, and all of the American Idol wannabes are quite safe from Vocaloid elimination.
Speak Now of Forever Hold Your Peace
But voice over talents may not be so lucky. Voice talents are not seen. They don't have adoring fans, except their moms and, maybe, a few other voice-over talents. They perform in short increments: 30 seconds, 60 seconds, a 30 minute narration on how to make a million in real estate. If speech synthesis has reached a point of sophistication sufficient enough to create virtual singers, what's to prevent a software genius from developing a program to replace voice talent? Write the program.
Sample 300 to 500 voices, male and female, each with unique characteristics, incorporate them into the software and, voila, Instant Announcer in a Box. Just load your script text into the program, which converts the text to perfectly uttered speech. No retakes. With a few clicks of the mouse to tweak inflection, emphasis, pacing, dynamics, etc. to polish the natural feel of the voice-over and you're done.
Far-fetched? If entertainment's got a virtual band call The Bots, why can't advertising and marketing have its own virtual Don Pardo?
Well, it seems maybe they can...
©Peter Drew
Peter Drew, a freelance voice-over talent and copywriter/producer with decades of experience, is heard on radio and television stations, corporate presentations, web sites, and messages-on-hold across America and countries around the world. To send an email regarding this article, please visit Peter Drew Voiceovers at {http://www.peterdrewvo.com/}
That's a valid question any producer might ask when creating an advertisement, corporate audio-video presentation, video game, etc. Of course, the answer depends on what elements the producer and client feel will best communicate with the audience.
For a radio ad, a fully sung jingle with no voice-over could work best. A TV spot or corporate narration might be most effective using scrolling graphic and text, again without an announcer. But very soon producers could be pondering whether their productions need a voice over talent for a more disturbing reason. Vocal utterances produced by air passing through folds of tissue and formed by lips, teeth, and tongue may, simply put, become obsolete. Yes, the "virtual voice talent" may very well become a reality.
Welcome to the Machine
In the May 2004 issue of Mix Magazine, in two separate articles, Stephen St. Croix and Paul D. Lehrman relate their experiences with a new piece of software ominously named "Vocaloid." This little computer-coded wonder is a speech synthesizer that's being used to synthesize background vocals on actual recordings that are being sold to the public--background vocals so good, you'd be hard-pressed to recognize they're fake singers. Now, considering the dubious singing talents of many of our current pop stars, maybe a Vocaloid virtual diva named Britney isn't too far-fetched. Audio manipulation, including pitch correction, equalization, compression, reverb, have been used for decades to save the bacon of many a pop star's performance in-studio or on stage. Technically, it's just a short step from this point to a "singer in a box."
In fact, in the letters section of the July 2004 issue of Mix Magazine a person identified only as "BC," referring to the St. Croix and Lehrman articles, boasted that he's created a "band" called The Bots, "...created wholly from speech synthesizers and 3-D graphics." BC further states, "I use Vocaloid among a variety of other speech synths to make it more into an ensemble. The Bots have released two CDs, a 'record deal' with Magnatune, and a second video in the works. It's been a long and painful ordeal, but I've finally gotten them to the point where they seem as real as any other band out there--except no live concerts."
I've Gotta Sing
And that's the crux of the matter. The appeal of virtual entertainers probably will be quite limited--at least for the foreseeable future--because they can't tour, do drugs, get into fights, sue their record labels, promote world peace, raise money for charity, or do anything live flesh and blood performers can do. We, the audience, love the performer as much as the performer's music. And, in this case, that's a good thing. Tony Bennett, the White Stripes, Diana Krall, Toby Keith, Frederica von Stade, and all of the American Idol wannabes are quite safe from Vocaloid elimination.
Speak Now of Forever Hold Your Peace
But voice over talents may not be so lucky. Voice talents are not seen. They don't have adoring fans, except their moms and, maybe, a few other voice-over talents. They perform in short increments: 30 seconds, 60 seconds, a 30 minute narration on how to make a million in real estate. If speech synthesis has reached a point of sophistication sufficient enough to create virtual singers, what's to prevent a software genius from developing a program to replace voice talent? Write the program.
Sample 300 to 500 voices, male and female, each with unique characteristics, incorporate them into the software and, voila, Instant Announcer in a Box. Just load your script text into the program, which converts the text to perfectly uttered speech. No retakes. With a few clicks of the mouse to tweak inflection, emphasis, pacing, dynamics, etc. to polish the natural feel of the voice-over and you're done.
Far-fetched? If entertainment's got a virtual band call The Bots, why can't advertising and marketing have its own virtual Don Pardo?
Well, it seems maybe they can...
©Peter Drew
Peter Drew, a freelance voice-over talent and copywriter/producer with decades of experience, is heard on radio and television stations, corporate presentations, web sites, and messages-on-hold across America and countries around the world. To send an email regarding this article, please visit Peter Drew Voiceovers at {http://www.peterdrewvo.com/}
How Well Do Postcards Work?
The humble little postcard has been getting a lot of attention in the marketing world. Along with this heightened interest comes some very good questions, such as...
How Well Do Postcards Work?
Before we get into the "how well" part of this question, let's look at how to measure the success of a postcard mailing.
APPROACH #1: Revenue Return Rate
If you use this approach, you decide that each dollar spent on your campaign should bring back, say, $10. Or $100. The amount is up to you.
APPROACH #2: Cost as a Percentage of Sales
With this approach, you benchmark the cost of your campaign as a percentage of sales generated. In other words, if you think that your campaign cost should be 5% of sales and your campaign cost is $500, then your campaign should produce $10,000 in sales.
Your cards will work well if they meet or exceed the standards you have set, whether it's Approach #1 or Approach #2.
Martha Retallick, "The Passionate Postcarder," hails from Tucson, Arizona, USA. She is the author of Postcard Marketing Secrets, a downloadable PDF manual will show you how to put postcards to work for your business--profitably. Learn more about it at:
{http://www.PostcardMarketingSecrets.com}
How Well Do Postcards Work?
Before we get into the "how well" part of this question, let's look at how to measure the success of a postcard mailing.
APPROACH #1: Revenue Return Rate
If you use this approach, you decide that each dollar spent on your campaign should bring back, say, $10. Or $100. The amount is up to you.
APPROACH #2: Cost as a Percentage of Sales
With this approach, you benchmark the cost of your campaign as a percentage of sales generated. In other words, if you think that your campaign cost should be 5% of sales and your campaign cost is $500, then your campaign should produce $10,000 in sales.
Your cards will work well if they meet or exceed the standards you have set, whether it's Approach #1 or Approach #2.
Martha Retallick, "The Passionate Postcarder," hails from Tucson, Arizona, USA. She is the author of Postcard Marketing Secrets, a downloadable PDF manual will show you how to put postcards to work for your business--profitably. Learn more about it at:
{http://www.PostcardMarketingSecrets.com}
3 Elements To A Deal-Sealing Classified Ad
Have you ever wondered why your perfectly fine classified ad fails to attract the attention you desire? There should be dozens-no, hundreds-of perspective buyers swamping your e-mail inbox with offers. After all, you are offering a mint baseball card, a vintage coat, pristine used car, those wholesale-priced sporting goods, and whatever other attractive items are in your inventory. Instead, you only have a slow trickle of questions, a handful of sales. What gives? More than likely, your sales are slow because you have not mastered the three techniques of writing a classic classified ad.
Of course, give yourself credit for recognizing one important facet of today's selling world. You decided to sell your stuff at an online classified site. As anybody in the business knows, online classified ads get you more privacy, a broader selection of buyers, and a wealth of tools to help you keep tabs on your transactions. When compared to a newspaper, cyberspace is also a wee bit more spacious. There are billions of pages on the Web, and only a few dozen in your typical neighborhood rag. For you, that means a lot more space for your ad to say the least.
With that space, however, comes great responsibility-and great potential. The extra room gives you the freedom to include as much product description and sale copy as you want. You can't just slap together a whole bunch of information, though. You need to use the three special ad writing techniques that will attract buyers and seal the deal: attention, interest, and action.
Attention. Make sure the buyer stops at your ad instead of the thousands upon thousands of others out there in cyberspace. Your ad's title is the first lure to grab his or her attention, and the first component of a catchy title is the item's best feature, whether it's the price, the item's rarity, or its popularity. Next, be sure the title includes keywords or other synonyms for your item that a buyer might use in a search. For instance, a buyer could search for "automobile" instead of "car," "pullover" instead of "sweater."
Interest. Once you have the buyer's attention, hook them with details. There is a direct relationship between the amount of information you provide and the number of sales you'll make. So describe the item as completely as possible-size, color, material, designer, model-and provide a clear, digital photo to finish the job where your words leave off. Even offer your prospective customer the item's history if possible.
Also, try to list as many possible benefits that your sales item could offer the buyer. Come up with some that the buyer probably wouldn't think of on his or her own. And zone in on specific benefits. Use what you already know about your target. For instance, if you were selling a car, you know that whoever is looking at your ad is in need of a vehicle. If your car is compact, perhaps the buyer is in search of great gas mileage. Or perhaps it's power he or she wants if your car is a sports model.
Action. Finish your ad strongly. Don't just suggest to the buyer that you offer a great deal. Tell them it's a fantastic offer that they can't pass up. Use phrases like "Call me now before someone else does" or "Buy now, this opportunity won't last long." Be cordial while you're pressing the issue, of course. Thank them for reading your ad and make sure they know you appreciate their business.
Most importantly, your customers will also value your honesty throughout the whole ad. So whether it's the attention, interest, or action you're shooting for, never lie or exaggerate. Go so far to include any defects if your product is not in mint shape. Your honesty will build trust, and trust above all else makes an ad work. What's more, it makes for repeat customers.
Remember, if you use all three of these elements-or four if you include honesty. When you're finished with it, it should read something like the two examples below.
Example 1:
Discover the beauty of a Forest Hill Home2500 sq. ft. home, 4 bedroom, 3 baths, double garage, upgraded kitchen, 12 ft. ceilingsThis open concept house is situated in a historical landmark district of Rhode Island. It's a wonderful neighborhood to raise your family, with nearby schools and amenities.
(Insert your image or photo here.)
Call for an on-site appointment. Thanks for looking!
Example 2:
Looking for an inexpensive used car that drives well? only $4,950.2003 Honda Civic, Limited Edition, 65,000 miles, manual transmission, CD, AM/FM radio, power steering, low maintenance. Great on gas - this car will save you $$$ on high gasoline prices.
(Insert your image or photo here.)
Send me a message now. Thanks for looking!
Donald Lee is the public relations manager for Buysellcommunity.com. Buysellcommunity provides free classified listing services for individuals and businesses to market their products and services online. For global and localized classifieds, please visit {http://www.buysellcommunity.com} - Free Buy and Sell Classifieds -
Of course, give yourself credit for recognizing one important facet of today's selling world. You decided to sell your stuff at an online classified site. As anybody in the business knows, online classified ads get you more privacy, a broader selection of buyers, and a wealth of tools to help you keep tabs on your transactions. When compared to a newspaper, cyberspace is also a wee bit more spacious. There are billions of pages on the Web, and only a few dozen in your typical neighborhood rag. For you, that means a lot more space for your ad to say the least.
With that space, however, comes great responsibility-and great potential. The extra room gives you the freedom to include as much product description and sale copy as you want. You can't just slap together a whole bunch of information, though. You need to use the three special ad writing techniques that will attract buyers and seal the deal: attention, interest, and action.
Attention. Make sure the buyer stops at your ad instead of the thousands upon thousands of others out there in cyberspace. Your ad's title is the first lure to grab his or her attention, and the first component of a catchy title is the item's best feature, whether it's the price, the item's rarity, or its popularity. Next, be sure the title includes keywords or other synonyms for your item that a buyer might use in a search. For instance, a buyer could search for "automobile" instead of "car," "pullover" instead of "sweater."
Interest. Once you have the buyer's attention, hook them with details. There is a direct relationship between the amount of information you provide and the number of sales you'll make. So describe the item as completely as possible-size, color, material, designer, model-and provide a clear, digital photo to finish the job where your words leave off. Even offer your prospective customer the item's history if possible.
Also, try to list as many possible benefits that your sales item could offer the buyer. Come up with some that the buyer probably wouldn't think of on his or her own. And zone in on specific benefits. Use what you already know about your target. For instance, if you were selling a car, you know that whoever is looking at your ad is in need of a vehicle. If your car is compact, perhaps the buyer is in search of great gas mileage. Or perhaps it's power he or she wants if your car is a sports model.
Action. Finish your ad strongly. Don't just suggest to the buyer that you offer a great deal. Tell them it's a fantastic offer that they can't pass up. Use phrases like "Call me now before someone else does" or "Buy now, this opportunity won't last long." Be cordial while you're pressing the issue, of course. Thank them for reading your ad and make sure they know you appreciate their business.
Most importantly, your customers will also value your honesty throughout the whole ad. So whether it's the attention, interest, or action you're shooting for, never lie or exaggerate. Go so far to include any defects if your product is not in mint shape. Your honesty will build trust, and trust above all else makes an ad work. What's more, it makes for repeat customers.
Remember, if you use all three of these elements-or four if you include honesty. When you're finished with it, it should read something like the two examples below.
Example 1:
Discover the beauty of a Forest Hill Home2500 sq. ft. home, 4 bedroom, 3 baths, double garage, upgraded kitchen, 12 ft. ceilingsThis open concept house is situated in a historical landmark district of Rhode Island. It's a wonderful neighborhood to raise your family, with nearby schools and amenities.
(Insert your image or photo here.)
Call for an on-site appointment. Thanks for looking!
Example 2:
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2005 Super Bowl Ads... Winners and Losers
Well, Super Bowl XXXIX is history. Too bad for the folks who consider themselves the always-pullin'-for-the-underdog type. The Bandwagon team won.
But, as far as Super Bowls go, the losers played well. For those who care, the Eagles actually covered the 7-point spread. T.O. is the deal, too. At least on the field, anyway.
They had a chance late in the game, but poor field position and bad clock management did them in. Scoring from 95 yards out with 48 seconds left? That's a tall order.
So is getting/maintaining ad recall 48 hours after the final gun. Whose $80,000 per second ad was worth it? Who would've done better by writing me a fat check for $2.4 million?
Read on, and find out. True to school yard rules: Suckers Walk. Losers are up first.
Losers:
Sorry, Donovan, but your three picks lands you in with GoDaddy.com, Quizno's, and Silestone. I don't care if you were ill.
GoDaddy.com had a decent concept that quickly went bad. OK. Boopsie talking to a Senate subcommittee on C-SPAN about indecency. Good start- if they cut out any hint to last year's halftime debacle. But... they couldn't resist. So the buxom wench wearing a GoDaddy.com t-shirt has a near wardrobe malfunction. One of the craggy senators has to hit the oxygen mask.
This ad was supposed to run again, but Fox pulled it mid- game. Good idea. I bet their stomachs were in as many knots as Donovan McNabb's.
The Quizno's ad was mediocre at best. This talking baby concept is tiresome. As cliché as it may be, it's still 80% less annoying than those whack rodents in pirate hats from a couple of years ago.
The one stinky Bud Light ad was one that the ESPN crowd really dug - the parachute-less pilot heading out the door for the six of Diet Bud. Dumb. The desert island one with Cedric the Entertainer was iffy, too.
Speaking of stinky... what was up with Napster's ad? Ugh! It could wind up doing more to shut them down than the Supreme Court.
This bad concept was in stark difference to their introductory spots featuring Flash animation based around their logo. Those were well-designed and entertaining. This one was as fat and ugly as the seven shirtless blops they decided to show with a letter on each of their overdeveloped beer guts to spell N-A-P-S-T-E-R. It was done in house and, boy, did it show.
The manufactured "reality" of the game and its atmosphere was lame and no one bought it. An ad taking place at the Super Bowl should be IN the Super Bowl- done real time. And... trying to take on Apple's iTunes on price? That was the second dumbest decision of this ad. No wonder it finished dead last in likability and recognition.
Now... Silestone. Valiant effort of an ad featuring Chicago sports legends. Voice over was good. It was shot nicely. But, it was a little too jumpy in the cuts to get the whole picture the first time through. The quick cut style hurt the name recognition of the line of counter tops.
Silestone and Diana Pearl are not exactly household names. And Dennis Rodman slurred his line. It sounded like "Dinah Pearl, rather than, "Diana Pearl." I'm sure the director or writer got dissed when they said, "Uh, Worm... it's 'Di-A- na'."
"Sure. Dinah."
As a side note, why were only Chicago Bears in it until Dennis Rodman at the end? No Scottie Pippen or Slammin' Sammy?
On to the good 'uns...
Winners:
This year, the game was nearly as good as the ads, as there were a surprisingly good number of breaking spots. Leading the pack was Career Builder, FedEx, Mastercard, and Anheuser-Busch.
FedEx likes to make ads relating to advertising on advertising's biggest stage. They did it again - patching together 10 "tried and true" Super bowl ad conventions to great results.
Career Builder put a great spin on a stale category with the best work since Monster's "I Wanna Be..." [a brown noser, forced into retirement, etc.] from '98. Three ads featuring a hapless chump working for chimps managed to put their name into mind share largely dominated by two others.
MasterCard got a bunch of animated branded food icons together for a meal and a nice touch of nostalgia. Ad fans and agency folks dug this one.
A-B hit emotional hot buttons with a near-public service ad saluting troops retuning home. Yes, they were real military - not actors. Their uniforms just did not have any insignias, so the common soldier would be represented. For their light beer category, the ad with the head on the wall and the designated driver spot were the best for Bud Light.
Pepsi's second year of an iTunes promotion kicked off well. They ran a humorous spot featuring people opening winning bottles for a free song. When the bottles were opened, a song reflecting the drinker's taste in music would play. Although the spot was humorous and worked, Pepsi could've really hit a home run by involving the older "authority figure" more into the ad. But, keeping with brand tradition, they kept the focus young.
AmeriQuest had two entertaining spots revolving around the themes of misunderstanding and jumping to conclusions. Their message was, "We don't prejudge." The ad featuring spaghetti sauce, a cat, and knife will certainly make some 'Best Of" reels this year.
Decent work also included Honda's new pickup/SUV product introduction. Good detail with benefit highlights. Left the "Honda" out until the end. Cadillac and Volvo had solid ads. Volvo should have bought another ad, if not two, as many people missed the early run. The audience also may have missed the details on their unique contest. But they did follow up with some net portal ads the day after. Ford's F-150 Biker spot was OK. Their line that "it makes YOU tough," really undercut the effectiveness.~
John is a freelance commercial writer based in Omaha, Nebraska. He publishes a free monthly e-zine focusing on branding, advertising, and marketing from his web site {http://www.brandedbetter.com} Speaking with both agency and in-house experience, he knows the most valuable asset of a business is its brand.
But, as far as Super Bowls go, the losers played well. For those who care, the Eagles actually covered the 7-point spread. T.O. is the deal, too. At least on the field, anyway.
They had a chance late in the game, but poor field position and bad clock management did them in. Scoring from 95 yards out with 48 seconds left? That's a tall order.
So is getting/maintaining ad recall 48 hours after the final gun. Whose $80,000 per second ad was worth it? Who would've done better by writing me a fat check for $2.4 million?
Read on, and find out. True to school yard rules: Suckers Walk. Losers are up first.
Losers:
Sorry, Donovan, but your three picks lands you in with GoDaddy.com, Quizno's, and Silestone. I don't care if you were ill.
GoDaddy.com had a decent concept that quickly went bad. OK. Boopsie talking to a Senate subcommittee on C-SPAN about indecency. Good start- if they cut out any hint to last year's halftime debacle. But... they couldn't resist. So the buxom wench wearing a GoDaddy.com t-shirt has a near wardrobe malfunction. One of the craggy senators has to hit the oxygen mask.
This ad was supposed to run again, but Fox pulled it mid- game. Good idea. I bet their stomachs were in as many knots as Donovan McNabb's.
The Quizno's ad was mediocre at best. This talking baby concept is tiresome. As cliché as it may be, it's still 80% less annoying than those whack rodents in pirate hats from a couple of years ago.
The one stinky Bud Light ad was one that the ESPN crowd really dug - the parachute-less pilot heading out the door for the six of Diet Bud. Dumb. The desert island one with Cedric the Entertainer was iffy, too.
Speaking of stinky... what was up with Napster's ad? Ugh! It could wind up doing more to shut them down than the Supreme Court.
This bad concept was in stark difference to their introductory spots featuring Flash animation based around their logo. Those were well-designed and entertaining. This one was as fat and ugly as the seven shirtless blops they decided to show with a letter on each of their overdeveloped beer guts to spell N-A-P-S-T-E-R. It was done in house and, boy, did it show.
The manufactured "reality" of the game and its atmosphere was lame and no one bought it. An ad taking place at the Super Bowl should be IN the Super Bowl- done real time. And... trying to take on Apple's iTunes on price? That was the second dumbest decision of this ad. No wonder it finished dead last in likability and recognition.
Now... Silestone. Valiant effort of an ad featuring Chicago sports legends. Voice over was good. It was shot nicely. But, it was a little too jumpy in the cuts to get the whole picture the first time through. The quick cut style hurt the name recognition of the line of counter tops.
Silestone and Diana Pearl are not exactly household names. And Dennis Rodman slurred his line. It sounded like "Dinah Pearl, rather than, "Diana Pearl." I'm sure the director or writer got dissed when they said, "Uh, Worm... it's 'Di-A- na'."
"Sure. Dinah."
As a side note, why were only Chicago Bears in it until Dennis Rodman at the end? No Scottie Pippen or Slammin' Sammy?
On to the good 'uns...
Winners:
This year, the game was nearly as good as the ads, as there were a surprisingly good number of breaking spots. Leading the pack was Career Builder, FedEx, Mastercard, and Anheuser-Busch.
FedEx likes to make ads relating to advertising on advertising's biggest stage. They did it again - patching together 10 "tried and true" Super bowl ad conventions to great results.
Career Builder put a great spin on a stale category with the best work since Monster's "I Wanna Be..." [a brown noser, forced into retirement, etc.] from '98. Three ads featuring a hapless chump working for chimps managed to put their name into mind share largely dominated by two others.
MasterCard got a bunch of animated branded food icons together for a meal and a nice touch of nostalgia. Ad fans and agency folks dug this one.
A-B hit emotional hot buttons with a near-public service ad saluting troops retuning home. Yes, they were real military - not actors. Their uniforms just did not have any insignias, so the common soldier would be represented. For their light beer category, the ad with the head on the wall and the designated driver spot were the best for Bud Light.
Pepsi's second year of an iTunes promotion kicked off well. They ran a humorous spot featuring people opening winning bottles for a free song. When the bottles were opened, a song reflecting the drinker's taste in music would play. Although the spot was humorous and worked, Pepsi could've really hit a home run by involving the older "authority figure" more into the ad. But, keeping with brand tradition, they kept the focus young.
AmeriQuest had two entertaining spots revolving around the themes of misunderstanding and jumping to conclusions. Their message was, "We don't prejudge." The ad featuring spaghetti sauce, a cat, and knife will certainly make some 'Best Of" reels this year.
Decent work also included Honda's new pickup/SUV product introduction. Good detail with benefit highlights. Left the "Honda" out until the end. Cadillac and Volvo had solid ads. Volvo should have bought another ad, if not two, as many people missed the early run. The audience also may have missed the details on their unique contest. But they did follow up with some net portal ads the day after. Ford's F-150 Biker spot was OK. Their line that "it makes YOU tough," really undercut the effectiveness.~
John is a freelance commercial writer based in Omaha, Nebraska. He publishes a free monthly e-zine focusing on branding, advertising, and marketing from his web site {http://www.brandedbetter.com} Speaking with both agency and in-house experience, he knows the most valuable asset of a business is its brand.
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