Understanding the Basics of Advertising

© 2001-06 By Craig Valine

I get the LA Times delivered to my door every day, but I don't read it for the articles. It is a Pulitzer
Prize winning newspaper, but the articles just don't interest me. Unlike most people, I read the
paper for the advertisements because there is a lot to learn from them.

Over 90 percent of the ads run in the Los Angeles Times are horrible!

Most of the ads I see are either ego-driven, have no headline, have no call to action, don't appeal
to what the buyer is truly looking for or needs help with, or they're trying to be clever for clever-sake,
and fail miserably.

When writing copy, I live by this premise:

==> "The purpose of advertising is to sell something."

Advertising is an investment that you should expect to get a great return on.

However, most people treat it like they're playing Roulette in Vegas and bet all their money on
red or black.

The basics of good advertising copy is to think in terms of words that sell.

Following are some basics in advertising that should help you make your advertising more effective.

* Concentrate on your prospects. In the end you must persuade him/her no matter what method you
use. And to do that, you must understand how he/she thinks.

* Know your product - its materials, its manufacturer, its use, etc. Know its features inside and out.

* Find the problem your product solves. The solution would, of course, be the benefit. It may be a
mental, spiritual, physical, or financial benefit, but as advertising legend Maxwell Sackheim once
said, "your product must have an excuse for its existence."

* Never start writing your advertisement until you're totally excited about the task at hand. If you're
not excited about your product, it will come out in your writing, and hence, the lack of results your
ad produces.

* Advertising is essentially news. Your ads must inform, educate enlighten, inspire, or promise a
reward for taking action. Apply your USP (Unique Selling Proposition) to your news angle. The USP
works great as a news angle because if you're the ONLY one in town that does , isn't that news?
If you have the lowest price in town and you tell them why you can beat every one else, isn't that news?
It sure is. Ads should educate and inform, as well as persuade and move people to action.

Understanding these basics of advertising will put you head and shoulders above your competition.

Why? Because in my blunt opinion, 90% of all advertising stinks! And, most business owners (and
some advertising agencies) don't understand that "the only purpose of advertising is to sell something."

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ABOUT THE AUTHOR: Craig Valine is known as The "Get More Clients" Specialist who helps Consultants,
Coaches, and other Independent Service Professionals market themselves in unique and memorable ways.
To subscribe to his "Marketing YOUniquely" ezine, go to http://www.craigvaline.com/subscribe.html