Writing ads is a skill that most haven't a clue about. Marketing agency people are the worst at it. Most advertising freelance consultants stumble their way through it all. But, done right, it can open the profit floodgates for you.
By Nick James
Writing ads is a skill that most haven’t a clue about. Marketing agency people are the worst at it. Most advertising freelance consultants stumble their way through it all. But, done right, it can open the profit floodgates for you.
Below are ‘little ads’ that caused big impact. Study them. Pull them apart. Look at the underlying architecture behind them. For when you do, you’ll develop the essential mindset necessary for creating your own mini- blockbusters.
1. MILLIONAIRE CONSULTANT SEEKS INVENTORS, MANUFACTURERS, IMPORTERS, AUTHORS, ETC WITH UNIQUE PRODUCTS SUITABLE FOR PROMOTION TO HOMEOWNERS, DO-IT-YOURSELFERS, GARDENERS, AND HOBBYISTS. SEND YOUR INFORMATION IN CONFIDENCE TO…
This ad was run once, on a Sunday, in the business section in a two inch box.
Results. 280 people replied. And, it was followed by a complete deluge of business and profits.
2. EVEN THE GREATEST FINANCIAL PLANNER IN THE WORLD WILL GO BROKE WITHOUT A CONSTANT STREAM OF CLIENTS. FOR FREE REPORT, PLEASE CALL…
This 138 quid ad has led to sales over the years, that has gone into the millions, literally.
3. HOW TO MAKE £4000 SITTING AT THE KITCHEN TABLE IN YOUR UNDERWEAR. CALL 24 HOURS FREE RECORDED MESSAGE LINE…
This ad was syndicated and licensed around the world and made JEFF PAUL a millionaire many many times over.
Lastly, an ad that’s a little divergent from the norm of things around here, but I thought you’d be intrigued to read advertising copy at its best.
4. SINGLE BLACK FEMALE SEEKS MALE COMPANIONSHIP, ETHNICITY UNIMPORTANT. I’M A VERY GOOD LOOKING GIRL WHO LOVES TO PLAY. I LOVE LONG WALKS IN THE WOODS, RIDING IN YOUR 4X4, HUNTING, CAMPING, FISHING TRIPS, COSY WINTER NIGHTS LYING BY THE FIRE. CANDLELIT DINNERS WILL HAVE ME EATING OUT OF YOUR HAND. RUB ME THE RIGHT WAY AND WATCH ME RESPOND! I’LL BE AT THE FRONT DOOR WHEN YOU COME HOME FROM WORK, WEARING ONLY WHAT NATURE GAVE ME. KISS ME AND I’M YOURS. CALL XXXXXXXXXXXXX AND ASK FOR DAISY.
15,000 (fifteen thousand!) replied to that advert (for a dog).
There are a few resources that help you create the best ads you can possibly write. My most recommended book is by one of the kings of copywriting, John Caples. His genius book TESTED ADVERTISING METHODS, is still applicable today.
Although Caples was born in 1900 and lived on till 1990, he is still considered one of the all time great copywriters. Caples mentions that he has seen one advertisement sell 19 ½ times as much goods as another. This statement dramatises the difference between good ads, and those that are simply bad.
The true power of words and the impact they can have is what makes savvy marketers, rich and the desperate, non-clued marketers, struggle. Master this most precious of skills.
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