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Formula For a Successful Ad
By: Developer Shed
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    Formula For a Successful Ad
    by Jennifer Stewart

    Here's a formula you can use to sell any product or service - it
    works for online advertising as well as for ads in brochures,
    magazines and newspapers.

    This formula is based on the premise that people are most
    interested in themselves, so if you want to sell something, you
    must give them a good reason to buy it.

    The formula is as follows:


    Problem / Fear

    Start by presenting a problem - surely the easiest part of the
    whole process!

    The 1990s have been an age of anxiety, due to the rapid pace of
    change - in society, politics, economics and technology.

    Consider some of these changes and how they could impact on your

    1. Work place changes - high unemployment, redundancy, early
    retirement, 'down-sizing' - have all taken their toll on the
    traditional belief in job security

    2. The feminist movement, that burst onto the scene in the 1960s,
    has led to significant social changes and conflict, guilt and
    resentment among many people

    3. A rising divorce rate has resulted in more single parent
    families and single income households

    4. Political scandals in parties from both sides of politics have
    increased feelings of disillusionment and insecurity

    5. Economic crises - large corporations collapsing, banks closing
    scandals and corruption - have all taken their toll on consumer

    6. Environmental fears have led to an unprecedented questioning
    of government policies and the activities of private enterprise

    7. Technological advances have been so rapid that many people
    feel inadequate, afraid and insecure


    With so much anxiety, it's no wonder that everyone is
    desperately seeking solutions. Advertisers need to respond to
    these anxieties and try to meet their consumers' needs.

    There are three main needs that arise from these fears:

    1. The need for control

    2. The need for companionship

    3. The need for confidence

    Consider how your product can meet one or more of these needs,
    and you'll be on a winner!

    You must recognize that your customers are worried and either
    give them ways to cope with their problems or offer them a light
    -hearted escape from all their woes.


    So, what are some of the benefits you can offer to meet these
    consumer needs?

    The need for control

    To answer your customer's question of, "What's in it for me?"
    or "What will I miss if I don't buy this?" you can show how your
    product will:

    * Save time
    * Save money
    * Simplify a task
    * Be easy to use
    * Avoid unpleasant tasks or consequences
    * Protect against unpleasant consequences
    * Alleviate guilt
    * Alleviate fear

    The need for companionship

    Show how your product will:

    * Improve appearance
    * Increase sexual attraction
    * Increase chances of acceptance and belonging
    * Be in fashion
    * Lead to acceptance
    * Improve family relationships
    * Arouse sympathy

    The need for confidence

    Show how your product will:

    * Give special privileges
    * Improve skills / knowledge
    * Lead to personal advancement
    * Be dependable
    * Improve status
    * Give pride of ownership
    * Show accomplishment
    * Give recognition


    When composing your ad, begin by listing all your product
    features in one column, then opposite, list the corresponding
    product benefits.

    Go through your benefits and see which ones fit with the
    consumer needs discussed above and concentrate your message
    around solving those problems with your product benefits!

    Jennifer Stewart offers professional writing services for web pages, press
    releases, advertising material, business reports, content for
    autoresponders, technical booklets and articles for newsletters. For those
    who want their own writing double-checked for accuracy, Stewart offers proof reading or full editing.
    Website: Free writing tips:

    DISCLAIMER: The content provided in this article is not warranted or guaranteed by Developer Shed, Inc. The content provided is intended for entertainment and/or educational purposes in order to introduce to the reader key ideas, concepts, and/or product reviews. As such it is incumbent upon the reader to employ real-world tactics for security and implementation of best practices. We are not liable for any negative consequences that may result from implementing any information covered in our articles or tutorials. If this is a hardware review, it is not recommended to open and/or modify your hardware.

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