"The man who wins may have been counted out several times, 
but he didn't hear the referee.."

Let me ask you, when was the last time you rushed out to buy a newspaper or magazine just to look at the ads? If you are like most people, probably never.

Most people don't buy newspapers or magazines for the ads. They buy them to read the articles, don't they? So why is it that all the advertisers try so hard to make their ads look like ads?

I'm going to let you in on a little secret... ready?

There is no law that says your ads have to look like ads. In fact, countless studies have proven that if you make your ad look like an article you will increase readership of your ad by at least 500%.

So why is it that 99% of the ads you see are not written to look like articles? Why are most ads full of clever slogans and catchy jingles? Why are so many ads full of white space? Why are most ads creative instead of effective?

Well I'll tell you. Here are the 4 reasons why ineffective advertising is so common:

1: It costs the person creating your ad four times as much to produce a good selling ad and article type ads and letters. Why does it cost four times as much? Simply because it takes four times as long to create.

"Image Building" advertising that gets you no direct sales, is easier and cheaper to do. You don't need to be a genius to leave lots of white space and useless graphics in your ads.

2: The people who design all the cute and clever ads get awards for designing cute and clever ads - even if they don't sell any products. Their excuse is that they are building your image.

On the other hand, there are no awards for the person who designs an ad that's forceful enough to actually sell your products in large volumes.

3: Most of the so called 'experts' who write your ads have never actually sold anything themselves at all, and they probably never will (they just spit out what their university lecturer taught them. A lecturer who also has probably never sold anything in the real world either).

So if they have never sold anything in the real world, how on earth will they sell your product? The answer is... they won't! But they'll sure as heck take your money.

4: Most of your friends, family, employees and other people you ask will tell you that 'those' ads won't work. Now listen very carefully to me, and listen well. Don't ask for others opinions on your new ads. 99% of the people you ask wouldn't have a clue what a good ad is anyway.

However, they sure will love to give you their opinion. Beware. Don't listen to them. Instead, test the ad in real life. Let the market tell you whether or not the ad will work.

Just remember, great advertising is not seen as advertising by the people who buy. It's seen as useful information that helps them make a decision.

And that's what you should put in your ads - useful information that helps people make a decision. Don't talk all about your product in your ads. Instead, talk about what your product does for your customers.

Let me give you an example: If you sell cars, don't talk all about the independent coil suspension and what it's made of. Talk about the comfortable, relaxing ride and better, safer handling which the independent coil suspension gives. Don't talk about the hi-tech gadgets. Talk about what the hi-tech gadget does for your customers. After all, your customers don't care what it's made of. They are only interested in what it will do for them. So tell them.

By making your ads look like articles, and filling them up with information about what your product will do for your customers, you will get more readership of your ads (at least 500%), and you will get more sales.

Try this, it works!

May the success you achieve be a direct result of the effort you put in!!

Michael Ross
Miros Designs Marketing.
 
 
 

About this author

Michael Ross is an australian based author, product developer, direct marketer and consultant.

Michael Ross is known for his detailed and helpful advice on how to succeed in marketing.

Note:
Michael Ross' original web site is closed. I don't know if it's permanently or temporily. Michael Ross recently told me that he has more or less retired from the Internet. I'm sorry for any inconvenience that this may cause you.

You can, however, still buy a copy of Micael's book, "The Art of Leverage" by going to this web site: http://artofleverage.cjb.net/