How to Build a Successful Ad
To demonstrate the process of building an ad, let’s visit each element and discuss the applicable rules it follows.
Example Ad: An appeal to a first-time homebuyer using pain as the emotional motivator
Headline:
“Tired Of Making Your Landlord Rich? Then Quit Throwing Your Money Down The Drain…”
Consider the rules this Headline follows:
- It specifically targets a renter, likely a first-time home buyer.
- It projects its message using a painful emotional plea. The words “tired” and the phrase “throwing money away” put the prospect in a visual space, albeit a negative one, but the key is to grab their attention.
- The headline alludes to revealing a promise to help with the action phrase “then quit.”
The Offer
“Your monthly rent builds equity for your landlord, not you. By owning a home of your own, you stop wasting money and you begin to build a solid financial future. Home ownership has so many advantages: tax benefits, equity build-up, pride of ownership, no third-party restrictions, and no strangers on the other side of paper-thin walls.”
Consider the rules this Offer follows:
- It addresses the problem by addressing the lack of equity being built by the target audience.
- It addresses a solution by proposing a way in which the prospect can build a solid financial future.
- It engages the prospect’s emotional perceived value of homeownership as a piece of the American dream.
- It builds value on functional homeownership benefits such as tax benefits, pride of ownership, independence, etc.
The Close
“Act now to find out how to buy your own home and stop paying rent forever. For the free report, “Eleven Mistakes to Avoid When Purchasing Your First Home,” call us now at (800) 555-1212 ext: 200. Call 24 hours a day for your FREE report.”
PS. For a limited time, we’ll include the use of our moving service for FREE. But you have to hurry, this offer expires January 1st!
Consider the rules this Close follows:
- It immediately reiterates the main benefit.
- It has a simple and singular instruction to act.
- It gives a perishable offer of free use of moving services that expires on a specific date.
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