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The human brain is an amazing instrument. It is great at filtering out what it perceives as irrelevant. This is why a person who lives near a railway isn’t aware of the passing train. It is also why people don’t take notice of most of the advertisements they encounter.

You need to design your ads to get noticed. You want them to be read. To do this you want the consumer to perceive the ad as relevant to them. You can achieve this by using the copywriting principle referred to as AIDA - Attention, Interest, Desire and Action.

Whether you are writing an advertisement for a brochure, your local newspaper, a direct mail flyer or even your website, the method is the same. Although it can be a challenge, it is important to follow the AIDA principle even for a miniscule ad, such as Google Adwords. You may not be able to list much information in a small ad but you still need to get the reader’s attention, whet their appetite and direct them to where they can get more information.

The first thing you want your ad to do is attract ATTENTION. You do this with an exciting benefit driven headline that entices the reader to stop and read more. If you don’t get the headline right, you have wasted your advertising money because no one will read the ad.

To develop a great headline you need to understand the benefits you product delivers. What is a benefit? It is the problem you product solves. It is the improvement the buyer will experience with your product. It is not the features of the product. Customers don’t care about features. What they want is to know what’s in it for them.

Use the headline to focus on one outstanding benefit of your product. Add hypnotic power words such as “how to” or “discover” and you have a headline that will attract.

Now that you have the reader’s attention, you need to use words to create emotion and INTEREST. This should tie into your headline. Love, fear, guilt, and pride are emotional factors that directly affect buying decisions. Keep these in mind when describing the benefits. Building interest in this way will create DESIRE.

The next step is to make an offer so irresistible that the customer can’t say no. How do you do this? Add value with a guarantee, time limited discounts, additional bonuses to act immediately.
All you need to do now is to tell them exactly what ACTION they need to take, making it simple for them to take advantage of your offer. “Phone 000 111 222 now to order” or “Click here to buy now”. Include contact details and exact instructions.

Using AIDA along with an understanding of the benefits of your product will help your ads stand out in the marketplace.

Ritchie Hale is founder and owner of ELAH Group Pty Ltd. As a consultant he has shown large, global corporations how to gain leverage in the areas of Marketing and IT. As a personal coach he has turned small business owners and individuals in to goal getters. Ritchie is dedicated to helping small business owners grow their business. Visit http://www.elahgroup.com

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Behold! He with the light cometh!

He shall light thy darkest night, illuminate thy muddled confusion, and he shall uncover all that hides from thou. He who holds the knowledge of the ancients comes quickly to you. Be not afraid, for he brings hope. Tremble not, for he will calm you. You shall see as a blind man cured. Riding close behind comes with him the mysteries of wealth, knowledge, and power.

OK, so do I have your attention? I called you to read the ad and take action didn’t I? I made you “want” to read more, to “see” this light so to speak. Don’t feel dupedJ You have not been. What I present here is a simple psychology behind the reason someone responds to an advertisement. The “Lost Secrets” I refer to are right in front of you.

When you write a headline you must grab the readers attention within 2 seconds. That’s it! You get no more time. Do not stop, do not pass go, and certainly do not collect your $200. Certainly do not believe anyone who will tell you differently. To get your prospect to your offer your ad must be enticing, yet present a certain “hope” to the reader that what lies on the other side of the text is a solution.

But, it should not be just any solution. This solution must solve a specific problem. There is no other reason to entice your prospects. You can think of tons of needs and wants but the simple, cut and dry, black and white of it is that your customer “needs” a “solution” to a “problem”.

This problem could be anything as simple as a new computer chair to the much more powerful and complicated ink pen. Every pun intendedJ The pen offers you the ability to write, and what you write will be ads. Not just any ads mind you. But prospect pulling, customer converting, sales exploding ads.

Using the power of the pen, and the written word has caused wars and saved lives. It has placed a value upon every real and conceivable thing on the planet. When you see the written word it pulls you into it’s meaning. Too often today we are bombarded with advertisements that SCREAM at you to Buy, Buy, Buy Now! Get Rich Quick! Make Tons Of Cash Sitting On Your Duff! Either the guys that write these type ads are desperate or they are idiots.

Get real people. It doesn’t work as good as well written, enticing, hope giving, problem solving, ads. Simple as that. Who else would try to sell you a SPAM blocker in an email you never asked for in the first place. They would argue that it’s clever, or that the sheer number of ads will pull in the money, and make it worth it. They play the numbers game. Are you?

Are you simply throwing as many ads out there as you possibly can hoping someone will find you and your product? I tell you now that doing that is like throwing mud against a wall while standing next to it. Some will stick but most will come back and slap you in the face.

On the flip side of this advertising coin are the people who really don’t care. They are after, and only want one thing. Your money. They couldn’t care less whether they were providing a service to someone, or solving someone’s problem with a “win-win” solution. This causes the real solution provider much grief and increases the distrust between the consumer and the salesperson/advertiser. Ultimately it makes the job of the “real” business owner that much more difficult.

Two of the oldest business ideals around are Quality and Quantity. Which one do you use in your business? Which one do you believe in? If you are of the latter group, than please stop reading this article right now. The internet would be a better place without these types of advertisers. Unless of course you are ready to change your world weary ways.

People are tired of reading ads that SCREAM at them. A few examples are:

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