How To Create Advertising That Sells

When it comes to creating small business advertising that sells, there is really only one choice: direct marketing. Otherwise known as direct response, because it requires the reader to take an action of some kind. As opposed to traditional advertising that is supposed to create brand "awareness." It's a huge misconception that small businesses need to advertise to build their brand. The truth is they need to advertise to get sales. Then at some point (when they are large enough to warrant it) branding becomes more of an issue. But for most small businesses cash flow and having enough new customers are the most important things.

On the Internet most advertising that sells is now direct response. The Internet makes it super easy to track and measure response, so it would be really dumb to do it any other way. Unfortunately, offline many businesses are still doing image advertising, branding type advertising, and institutional style advertising. So direct response, that's the big picture.

Now let's talk about the details of creating effective advertising that sells.

The biggest piece of advice is stop trying to do what big giant companies do. Most of the time their success is from something else, NOT the hugely wasteful immeasurable, advertising campaigns they run. You don't need to be cute or clever. You don't need to entertain or be big, bold, and flashy. And you need to stay focused on what you are actually selling.

The first step is finding a way to cut through all the other clutter.

How do you get your prospect's attention? In direct mail you can hand address envelopes or use an ad specialty to do a "lumpy" mailing. In a magazine or newspaper ad you can use an advertorial format so it looks like an article. The main point is you need to do something to

1. Separate yourself from what everyone else is doing.

2. Create the actual and perceived idea that your ad contains valuable information.

3. Target your specific market because otherwise you'll definitely get lost in the clutter.

The second step after cutting through the clutter is getting them to read your ad. Generally speaking this is done through an effective headline that captures their attention by making a big believable promise. It is possible to get attention through a compelling photo with a caption. But usually it's the headline because the words sell, and photos help support the selling.

Most people scan when looking for things to read. They are NOT looking to read an ad. But if your headline calls out to them with a self-serving benefit that captures their attention, some will read your ad. That's the primary purpose of your headline: to hook the reader in and get them started reading.

The third step (after you've expanded and proven your promise) is to make a specific offer, and tell your prospect exactly what you want them to do. Don't be vague. Be specific. Tell them exactly how to order. Summarize all the benefits they'll get by responding. Guarantee their purchase. Give them added value for quick action by a certain deadline date.

If you follow these three main ideas, you will go a lot further toward creating advertising that sells. There are many finer points to this, but at least this will point you in the right direction to creating advertising that sells. For further information study books on direct marketing strategy and direct response copywriting. One of the best ways is to measure your advertising. Most importantly test some advertising and see what works and what doesn't. That's really the best school for learning advertising that sells.