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What Makes A Winning Online Ad?
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in its entirety so long as the author's credits and all links
What Makes A Winning Online Ad?
Copyright © 2007 Daniel Levis
Most people who have been involved with sales & marketing for
any length of time have heard the axiom, "Sell them what they want.
Then sell them what they need". But what does it mean? It sounds a
little odd doesn't it?
Does it mean that people are frivolous & go around making
irrational purchases that don't meet their needs, before more serious
ones that sustain them? Should you try to sell trivial goods first,
& then follow up with those that are more substantial? Should
you put games & entertainment on your home page, and flour
& salt in your follow up messages?
No, that's not it.
What it is trying to say is that people buy for emotional reasons. Does
anybody buy a Mercedes Benz just because they NEED to get from point A
to point B? Do they buy it because they NEED all of the amazing gizmos,
the heated leather seats & hand polished wood trim?
No, a person buys an expensive car that they don't need because it
makes them feel important. You may be shocked when I say this, but I'm
going to say it anyway. Luxury purchases are motivated by vanity, envy,
pride, jealousy, & narcissism, even greed. And, there is
nothing sinister, or wrong with it. That's just the way we are as human
beings. It's what makes us tick. In fact, these emotions are behind all
kinds of everyday purchases too.
Understanding how they motivate buying behavior is critical to selling.
Look at this ad for the Wall Street Journal. It's said to be one of the
most successful advertisements in the history of the world, responsible
for over $1 billion in sales.
Look carefully, & see how skillfully it evokes one or more of
these powerful emotions. Try to get a sense of how you feel when you
THE WALL STREET JOURNAL
"TWO YOUNG MEN" LETTER
On a beautiful late spring afternoon, twenty-five years ago, two young
men graduated from the same college. They were very much alike, these
two young men. Both had been better than average students, both were
personable, and both - as young college graduates are - were filled
with ambitious dreams for the future.
Recently, these men returned to their college for their 25th reunion.
They were still very much alike. Both were happily married. Both had
three children. And both, it turned out, had gone to work for the same
Midwestern manufacturing company after graduation, and were still there.
But there was a difference. One of the men was manager of a small
department of that company. The other was its president.
Have you ever wondered, as I have, what makes this kind of difference
in people's lives? It isn't always a native intelligence or talent or
dedication. It isn't that one person wants success and the other
doesn't. The difference lies in what each person knows and how he or
she makes use of that knowledge.
And that is why I am writing to you and to people like you about The
Wall Street Journal. For that is the whole purpose of The Journal: To
give its readers knowledge - knowledge that they can use in business.
The letter closes:
About those two college classmates I mention at the beginning of this
letter: They were graduated from college together and together got
started in the business world. So what made their lives in business
knowledge. And its application.
I cannot promise you that success will be instantly yours if you start
reading The Wall Street Journal. But I can guarantee that you will find
The Journal always interesting, always reliable, and always useful.
This is a newspaper! It doesn't get much more mundane than that, but
the same principle applies, do you see the power in it?
What we are talking about here are emotions that are inextricably tied
to the universal desire for esteem that's hard wired into our nature as
human beings. If you've got a pulse, you're under its spell. But here's
the kicker. Most of the time, we are not even aware of the stimulus,
only the response.
When you were reading the story about the graduates and the reunion,
chances are, you were playing out your own meta program inside your
head, and experiencing one of the esteem emotions. And it triggered
your own personal desire to show the world what you could do, didn't it?
Esteem (to feel valued) is NOT a WANT at all. It is a basic human NEED
almost as fundamental as food & water. Your prospect's hunger
& thirst for it. Their emotions are the expressions of that
If you can trigger them, & then associate satisfaction of the
"esteem needs" with your product, you've got a winning ad!
About the Author:
Daniel Levis is a top marketing consultant & direct response
copywriter based in Toronto, Canada and publisher of the world famous
copywriting anthology "Masters of Copywriting" featuring the marketing
wisdom of 42 of the world's greatest copywriters, including Clayton
Makepeace, Joe Sugarman, Joe Vitale, Bob Bly and dozens more! For a
FREE excerpt visit the link
********** Additional References **********
30 Days to Internet Marketing Success - huge collection of marketing "know how".
Niche Products Package - giant package of 106 niche products with master resell rights plus 14 guides FREE.
Get It Done! Marketing Action Plan - a complete marketing system using techniques and methods that most people don't know about.
Red-Hot Copy to Woo Your Target Market - step-by-step guide to writing professional-looking copy.
The Golden Book of Proof - a simple system for attracting customers with advertising that works.
Adtrackz - complete guide to ad tracking programs.
Confessions of a Website Copywriter - why almost everyone is wrong about creating sales letters for the web.
Pay Per Click Profits - one of the most powerful marketing strategies to drive targeted prospects to your web site.
Automatic Goldmine - how to use autoresponder courses to put ad campaigns onto autopilot.
Ad Gladiator - guide to creating solo ad campaigns that pay well.
Ultimate Ad Tracker Tool - run your own ad tracking system to get precise statistics on your links.
Ad Tracking SuperTips - a FREE ebook to guide you in choosing, using and profiting from ad trackers.
Best wishes for your online success!
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