Michael OBrien 5309212435 enjoymichaelobriencom 6 Key Societal Forces All Marketers Must Understand Customers are Extremely cynical Bombarded with too many offers ID: 161931
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Create An Effective Print Ad
Michael O’Brien 530.921.2435 enjoymichaelobrien.comSlide2
6 Key Societal Forces All Marketers Must Understand :
Customers are:Extremely cynicalBombarded with too many offersExposed to 1,500+ marketing messages/dayExcellent at tuning out marketing messagesSmarter than everTime starvedSlide3
Capture The Minds Of Readers With Print Ads…
In our advertisement drenched environment it is critical to create ads that get noticed. Even within the pages of Enjoy Magazine, too many INEFFECTIVE ads can and do distract our readers. People choose to view print ads, as opposed to having ads foisted on them by other media. Print ads tell as much about a local community as does content in the publication in which they are found. Slide4
Eyeballs On Your Ad!
Print Ad Goal: Get readers, who we know are choosing to interact with ads, to STOP ON, AND INTERACT WITH, YOUR ad. HOW? How do we accomplish this?It’s all in the STRUCTURE of the ad!Structure = A Simple Yet Powerful FormulaSlide5
P.A.S.
PROVOKEAGITATESOLVESlide6
PROVOKE. AGITATE. SOLVE.
Provoke: To bring about a reaction…Agitate: To stir up; to disturb or excite; to perturb…Solve: To find an answer or solution to a problemSlide7
Provoke…
Accomplished w/a Great HEADLINECombined w/a Powerful IMAGE……that SOLVES PEOPLE’S PROBLEMS!People look at ads to find companies that can and will solve their problems.Tricky: People realize they have problems when they read provocative Headlines describing problems they may have! Slide8
What Is A HEADLINE?
The ad for your ad! The main GOAL of a headline is to STOP EYEBALLS. A GREAT headline captures the attention of the reader in a clutter of other ads. A GREAT Headline's Text Is All First Word Cap'd.Most people have a microwave/Fed Ex/text message attention span. When someone stops on an ad, they will spend 1 to 3 SECONDS deciding whether or not to continue on the ad. Slide9
What Is A Headline?
A great headline will stop a reader and SELL THEM on continuing with the ad. "On average, five times as many people read the headline as read the body copy." -David Ogilvy Slide10
8 Rules For Creating Headlines That Sell Your Stuff!
Appeal to the reader’s self interestAttract a targeted prospectDeliver a clear, understandable messageUse words like “quick” and “easy” if they fit what’s being communicatedSlide11
8 Rules For Creating Headlines That Sell Your Stuff!
Use specifics, not generalitiesWhen possible, test two headlines against each otherWrite 40-50 headlines to choose oneCreate a “swipe file” of headlinesSlide12
What Does NOT Work As
A Headline? YOUR LOGO!…Unless you are McDonalds or Nike…Slide13
Agitate…
Accomplished with text/content found below the HeadlineSub-HeadlineStirs Up the problem with descritptions of what provokesExplains the SOLUTION to the problemFor Example: Did you know?9 out of 10…If … then…Slide14
Solve…
Accomplished with a CALL TO ACTION!“We can help!”“Call Today!”“Make an appointment, Now!”And … with Advertiser Contact InfoDrive ‘em to your WebsiteDon’t have a website…?Yikes!Slide15
Some Examples…Slide16
A Successful Response…
Website visitedStore telephonedEmail receivedStore visited$ALE$ MADE!