The Difference Between A Good

Advertisement And A Bad One

www.cynthiakocialski.com

We have all been exposed to thousands of

advertisements. The good ads produce

results, while the bad ones are a just

wasted expense. This post reflects the

concepts presented in the book,

The Wizard of Ads .

In general, there are two

broad categories of ads:

intellectual and

information based, or

emotional or experience

focused.

A good emotional ad makes the

viewer imagine taking the action

you want them to take. This is

effective because no person takes

action until he or she imagines

taking that action. Ads should

show the experience beforehand.

These ads should focus on

bringing the familiar to the

listener.

Regardless of the type of ad, all

of them need to persuade the

customer. This can only be

achieved if the customer believes

and agrees with it. To do this, you

must tell the customer what they

already know or suspect, or

remind them of their past

experiences.

The more negative comments

brought on by an ad, the

more likely it is to be

effective. If an ad generates

criticism then it’s likely to be

reaching the desired

customers (who are ’t complaining but taking note).

A typical mistake many

business owners make in their

promotions is including the

statement about offering

co petitive prici g . The

listener translates this into

does ’t that mean the same as

everyone else. This removes

price from the buying decision.

Another favorite phrase used

in advertising is fair and

ho est . This is simply

assumed by today’s customers. Second, if this is

the only thought your

customers have about your

business, it is not one that will

flourish and thrive.

An inescapable truth is

selling is an art and like

any other art, there is

no quick way to be good

at it. It requires learning

through

experimentation.

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