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September 15 - October 31, 2018
4. Look for Combinations
it is the words, not the pictures, that do most of the selling in an advertisement.
When you sit down to write your ad, ask yourself: “What do I want the reader to do? And what can I tell him that will get him to do it?”
The copy must appeal to the reader’s self-interest.
Clever advertising can convince people to try a bad product once. But it can’t convince them to buy a product they’ve already tried and didn’t like.
9. The ad asks for action.
Applying this rule to slogans, I’d say use a slogan if your product’s key selling proposition or its nature can be summed up in
a single, catchy statement.
The way to measure classified ad response is to count the inquiries and divide the cost of the ad by the number of inquiries to determine the cost per inquiry. For instance, if it costs you $100 to run a classified ad and you get 100 inquiries, your cost per inquiry is $1. A successful classified ad will generate inquiries at a cost of between $.50 and $2 per inquiry.
