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The ONLY criteria for a good ad is did it convert.
Being creative, amusing, striking or anything else is great, but if it doesn't get the reader to take some action, it has failed.
There was a fish and chip shop near a busy airport who wanted to get more customers from the traffic which went past daily.
They commissioned an ad agency to come up with a billboard ad to attract people.
The ad won numerous awards from industry insiders.
The headline was "Out of the flying plane and into the fryer."
According to the fish and chip shop owner, the billboard ad didn't bring in enough new customers to pay for the billboard or the ad.
An award-winning ad that fails to increase sales is a total waste of money.
You may recognise other ads that fail.
You can pick them out quickly by the ad being memorable or one that you liked, but you don't know what the product was.
Copy the style of the ads that you know have made sales.
You can't copy the ad completely, but you can copy the style and layout.
Collect all the ads you know worked into your swipe file and reference it when you need to write a sales letter or other ad.
Look at the headlines in popular magazines.
Their writers know how to get people to pick up and buy the magazine.
The ones in the supermarket have the best headlines because they have to catch the eye of people walking past and get them to stop.
Be careful though, some of those headlines are the paper equivalent of click-bait, and the article bears little resemblance to the headline.
Don't do that with your emails or sales pages.
Regards,
Brent.
P.S. I finally found the content I have been searching for in my external drive.
Over the Christmas break, I'll be putting this content online and setting up a free membership site to access it.
Yes, you will be getting access to it once it's available and I will be looking for feedback from you about the way I have set it up.
I want to use this as a lead magnet to build the email list so there will probably be a case study about the whole process.
For now, though you can still get a letter from Santa for the little ones around you.
I've had some good feedback about this, but it will have to come down on Christmas Day, so you don't have much time to take advantage of it.
Get it here. https://go.wm-tips.com/letter
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