Marketing 101 – Essential Elements of a Good Ad

At just about every Glazer-Kennedy Insider’s Circle Local Chapter meeting, we present what I call the “3.5 BIG Money-making Ideas” that I extract from each month’s “No BS Marketing Letter”, which we get mailed to us monthly for being members of GKIC.

Within the newsletter is a section called “Marketing 101: Back to the Basics.” It usually covers some fundamentals of direct marketing that most people either don’t know – or – need reminding of.

In the December ’07 local chapter meeting we discussed “Marketing 101: Essential Elements of a Good Ad.”  If you weren’t at that meeting, well, here they are for you:

  • Reason for Advertising:  If you’re going to advertise, you better have BIG news, a BIG idea, a breakthrough solution to somebody’s problem. Advertising and saying nothing of interest to your target market is literally like throwing money out the window.
  • Attention-Getting Headline: The headline’s first job is to compel the reader to STOP whatever he’s doing – to, instead shift his attention to your message. It’s been said, “the headline is the ad for the ad.” If they don’t read your headline, they probably won’t read the rest of what you have to say.
  • As close to an IRRESISTABLE OFFER, as you can get: You have no right to response when you offer so little. I always tell my members, “create an offer so irresistable they’d feel stupid not to respond to it NOW.”
  • Urgency: Reason(s) to ACT IMMEDIATELY, made believable. Use deadlines, “limited” supply, “First 100 who respond”, etc.  People are busy and tend to procrastinate and put things off. If you don’t give them a reason to respond now, they may never do it.
  • A Direct, Clear, Call to Action! Don’t ever assume your prospect knows what to do to respond to your offer – or how they should contact you. Sometimes what you think is obvious, is not obvious to your target market. Make it clear and make it stand out so there’s no question on how to respond.
  • Others: Offer proof, credibility, celebrity, preemptive answers to skepticisms and reasons not to respond, risk reversal, and others. What others say about their experience with you far outweighs what you could ever say about you. Always get and use testimonials from happy customers. Get endorsements from people of influence to your target market. Use FAQ’s (Frequently Asked Questions) sheets to answer common objections or questions.

If you want to learn more about effective sales or advertising writing (also known as “Copywriting”), check out Bill Glazer’s new book called “Outrageous Advertising that’s Outrageously Successful.”  You can check it out at

And/or, get Dan Kennedy’s book, “The Ultimate Sales Letter” for step-by-step lessons on how to write persuasive sales letters, direct mail pieces, and any other marketing communications. You can find it on our GKIC local chapter website at

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Dedicated to helping you multiply your income in 2009 (and beyond!),

“No BS” Craig Valine

Craig Valine, Local Chapter Director
Glazer-Kennedy Insider’s Circle
Glendale/Pasadena Local Chapter
(626) 507-8228 Home office