What Makes A Winning Online Ad?

Most people who have been involved with sales & marketing for any length of time have heard the axiom, "Sell them what they want. Then sell them what they need". But what does it mean? It sounds a little odd doesn't it?

Does it mean that people are frivolous & go around making irrational purchases that don't meet their needs, before more serious ones that sustain them? Should you try to sell trivial goods first, & then follow up with those that are more substantial? Should you put games & entertainment on your home page, and flour & salt in your follow up messages?

No, that's not it.

What it is trying to say is that people buy for emotional reasons. Does anybody buy a Mercedes Benz just because they NEED to get from point A to point B? Do they buy it because they NEED all of the amazing gizmos, the heated leather seats & hand polished wood trim?

No, a person buys an expensive car that they don't need because it makes them feel important. You may be shocked when I say this, but I'm going to say it anyway. Luxury purchases are motivated by vanity, envy, pride, jealousy, & narcissism, even greed. And, there is nothing sinister, or wrong with it. That's just the way we are as human beings. It's what makes us tick. In fact, these emotions are behind all kinds of everyday purchases too.

Understanding how they motivate buying behavior is critical to selling.

Look at this ad for the Wall Street Journal. It's said to be one of the most successful advertisements in the history of the world, responsible for over $1 billion in sales.

Look carefully, & see how skillfully it evokes one or more of these powerful emotions. Try to get a sense of how you feel when you read it. ------------------------------------------------------

THE WALL STREET JOURNAL "TWO YOUNG MEN" LETTER

On a beautiful late spring afternoon, twenty-five years ago, two young men graduated from the same college. They were very much alike, these two young men. Both had been better than average students, both were personable, and both ? as young college graduates are - were filled with ambitious dreams for the future.

Recently, these men returned to their college for their 25th reunion. They were still very much alike. Both were happily married. Both had three children. And both, it turned out, had gone to work for the same Midwestern manufacturing company after graduation, and were still there.

But there was a difference. One of the men was manager of a small department of that company. The other was its president.

Have you ever wondered, as I have, what makes this kind of difference in people's lives? It isn't always a native intelligence or talent or dedication. It isn't that one person wants success and the other doesn't. The difference lies in what each person knows and how he or she makes use of that knowledge.

And that is why I am writing to you and to people like you about The Wall Street Journal. For that is the whole purpose of The Journal: To give its readers knowledge - knowledge that they can use in business.

The letter closes:

About those two college classmates I mention at the beginning of this letter: They were graduated from college together and together got started in the business world. So what made their lives in business different?

Knowledge. Useful knowledge. And its application.

I cannot promise you that success will be instantly yours if you start reading The Wall Street Journal. But I can guarantee that you will find The Journal always interesting, always reliable, and always useful. -------------------------------------------------------

This is a newspaper! It doesn't get much more mundane than that, but the same principle applies, do you see the power in it?

What we are talking about here are emotions that are inextricably tied to the universal desire for esteem that's hard wired into our nature as human beings. If you've got a pulse, you're under its spell. But here's the kicker. Most of the time, we are not even aware of the stimulus, only the response.

When you were reading the story about the graduates and the reunion, chances are, you were playing out your own meta program inside your head, and experiencing one of the esteem emotions. And it triggered your own personal desire to show the world what you could do, didn't it?

Esteem (to feel valued) is NOT a WANT at all. It is a basic human NEED almost as fundamental as food & water. Your prospect's hunger & thirst for it. Their emotions are the expressions of that craving.

If you can trigger them, & then associate satisfaction of the "esteem needs" with your product, you've got a winning ad!

Copyright 2005 Daniel Levis

Daniel Levis is a top marketing consultant & direct response copywriter based in Toronto Canada. Recently, Daniel & world-renowned publicist & copywriter Joe Vitale teamed up to co author "Million Dollar Online Advertising Strategies ? From The Greatest Letter Writer Of The 20th Century!", a tribute to the late, great Robert Collier. Let the legendary Robert Collier show you how to write words that sell...Visit the below site & get 3 FREE Chapters! http://www.Advertising-Online -Strategies.com/ad-strategies.html

If You Invest Money on Advertising, then You could Save Thousands through this Simple Little Secret

A few years ago, I analysed the statistics of where... Read More

Fax Advertising : Hitting Your Target Immediately

In the business of marketing and advertising, it used to... Read More

Cinema Advertising is Big Business, So Mergers are a Natural

Cinema advertising has always been an effective marketing tool for... Read More

100 Excellent Words and 70 Action Getting Phrases for Ad Writing

100 Excellent Words Absolutely. Amazing. Approved. Attractive. Authentic. Bargain.... Read More

Yellow Page Advertisers: Your Calls are Going to Decrease - Heres the Remedy

Response rates to Yellow Page advertising are decliningThere's no getting... Read More

Secrets to Get Free Advertising

The opportunities to get free advertising for your product or... Read More

Using Flyers to Advertise Your Online Business

Using flyers is one commonly overlooked method of advertising offline.... Read More

Commercial: Consumer - Discounts - Misleading Advertising

Marketing is an important tool for attracting customers. It is... Read More

When Times Get Tough... or When to Really Advertise

The Pundits say the economy is slowly, but surely, recovering.... Read More

What are Text Adverts?

Not everyone is aware of what are text adverts? Text... Read More

Why Not Use the Humble Fax in Your Advertising Strategy?

When my daughter complained recently about the prohibitive cost of... Read More

Getting the Most Out of Your Networking Group

Here is my personal list of things to do at... Read More

Radio Advertising - Is it for Your Business? - More Small Business Power Tools

If you're a typical small business, you've probably been approached... Read More

Advertising Costs Getting Too High?

Everyone knows that advertising is essential to growing a business.... Read More

Graphical LED Display

Graphical LED Displays utilize high-resolution graphics and video to transmit... Read More

Custom T-shirts -- Put Your Company Logo on Cotton!

An effective way to gain company recognition is to order... Read More

Effective Promotions Through Local Classified Sites

Today's online marketplace is extremely competitive. People want to market... Read More

Not Another Calendar! - Choose Advertising Specialties That Sell

As I was searching through a kitchen drawer the other... Read More

3 Elements To A Deal-Sealing Classified Ad

Have you ever wondered why your perfectly fine classified ad... Read More

How to Save Money by Making Your Own Sign

In the sign industry we commonly refer to the material... Read More

Seven Ways to Waste Your Money on Yellow Pages Advertising

Each year there is a Yellow Pages arms race where... Read More

How You Measure Yourself Is How You Motivate Yourself

One of the keys to strong positive mental attitude is... Read More

How To Create Instantly Compelling Ads Every Time

Use This Quick 3-Question Evaluation Process, So You Can Be... Read More

10 Reasons Why Your Company Needs Custom Invitations

I am always amazed when I hear about companies who... Read More

The Importance of Your Business Card

What are you trying to say with you business card?We... Read More