So, what do you think of my ad?
Mitch Miller
mitch.miller at westernhorseman.com
303-644-3782
There was something in the air in Denver and it wasn’t coming from the Stock Show!
Yes, there was something new, and fresh in the air at the recent WESA show held in Denver, Colorado. Despite what we hear to often in the news, it wasn’t pessimism, doom, or gloom. In fact, it was just the opposite. Many of the accounts I spoke with told me they were having their best show in five years. Most said they were up over last year and that is great news! It is apparent the retailers at the WESA show came to restock their shelves and prepare for eager customers who are ready to get back in the game in 2010.
May in Western Horseman: It’s time to get “tacked up”!
The May issue of Western Horseman features our always popular Round Up Advertising Section devoted to saddles, tack and equipment. If this is your line of business give me a call and I will explain how you can get up to 250 words of additional editorial exposure in this very popular Special Advertising Section.
Advertising Tip: So, what do you think of my ad?
To those who think creating great ads is an easy, slap-dash process, think again! The greatest ads are a perfect fusion of three very different modes of thought, expertly combined and presented in a powerfully compelling and persuasive package. Understand this, and you’re on your way to creating great ad copy; the kind that sells your products!
First, capture your audience’s attention right away, with a riveting photo and headline. Exceptional ads showcase headlines and images that work together, and bring creativity to your written message. Write in a clever and/or amusing way, and make your ad stands out from the crowd. Be sure to use a tone that resonates by choosing words that belong to your customer.
Now, peak their interest. If you wrote a good headline, likely they’ll be intrigued and continue reading. Your ad copy is where you can isolate your customer’s fear, problem, concern or need. Think of this part of your ad as their “hot button” disguised as a car horn. The professionals like to call it their “pain point”. What ever you call it, if you press on it long enough and hard enough you will get their attention!
Next, create desire. Make them want what you have. Present your product as the solution to the aforementioned problems. Build your case with examples, or even testimonials.
Finally, get them to take action. Tell your audience what to do next. Buy Now! Click here and save! It’s amazing what just a quick directive will do. However, this critical call-to-action is too often omitted from many otherwise great ads. Don’t make this mistake in your next print or web ad.
No matter how you approach the ad creation process, the most powerful ads require that each of these key elements be in place. When you’re ready to bring it all together, take a hard look at your finished draft. Go through it with a fine-tooth comb. Get a couple of outside opinions. Step away from it for a while and let it “ferment”. Then go back to it when you’ve cleared your mind and see if you still like it just as well. Make changes if necessary, then give it a final once-over. Your final presentation should be error-free and perfect in every way!
A Little Something Extra:
“It’s kind of a sad thing when a normal love of country makes you a super patriot. I do think we have a pretty wonderful country, and I thank God that He chose me to live here.”
John Wayne