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Advertising isn’t an exact science and it is quite possible to run an ad one week and get a successful response and when you run it again the next week you get a poor response. There may be a whole variety of different reasons for this, however if you write a poor advert then you will always get a poor response. When you create a good ad, run it again, run it on a larger scale, after all marketing is simply maths.

For example the normal response to a good direct-mail campaign is between 2% and 5%; if you sent out 100 letters and received only 2 replies and if your sales conversion was say 40% you might not make a single sale. However if you sent out 10,000 letters you could probably expect 300 replies back, and make 120 sales from these which could make a big difference to your business and profits.

Advertising Basics

The basic principles behind writing a good advert hasn’t really changes since the 1920s, in fact many adverts that you see in your newspapers and on the television today have similarities to the best adverts of the 20s era. This article bases many of its ideas on the advertising genius John Caples. John was a legend in advertising for more than sixty years; you can get more information in his book ‘Tested Advertising Methods’.

Caple’s Three-Step Approach to Creativity

  1. Capture the prospects attention. Nothing happens unless something in your ad, your direct mail, or  your commercial makes the prospect stop long enough to pay attention to what you say next.
  2. Maintain your prospects interest. Keep the ad, direct mail, or commercial focused on the prospect,  on what he or she will get out of using your product or service.
  3. Move the prospect to favourable action. Unless enough ‘prospects’ are transformed into ‘customers’  your ad has failed, no matter how creative.