Off and on over the past few years, I've subtly dropped
a few hints in posts and emails that I regularly use
display ads to get clients.
And no I'm not talking about online banner ads. I'm
talking about good old fashioned print display ads.
I personally write and layout all my ads and then I
place them in local industry publications and special
business editions of newspapers.
But by far my favorite thing to do is to have them
inserted into a chamber of commerce monthly mailout.
It's the fastest way I know offline (aka non-internet)
to get clients.
Yes, it's been more effective for me than direct mail.
(Don't send me hate mail...I'm just sharing my experience.)
But what I've never shared is the resources and
templates that I use to write, design and layout
successful display ads.
So, today I want to share with you my trifecta that I've
put together that allows me to sit down and crank out
effective display ads in between NBA playoff game reruns.
(I'm a nba addict.)
Basically, there are three main resources that I refer to
everytime I want to create a display ad for myself or my clients.
1. David Fowler Ultimate Money Making Newspaper Ads - This is
probably the best all-around pdf/training on creating
display ads that I've seen.
There are dozens of examples throughout the book and
he points out the direct response elements (or lack thereof)
in each good or bad example.
Really solid teaching and every marketing consultant
should read this entire book at least once a year.
2. Dan Castle's Advertorial Formula - This is the best
training online about creating advertorials that get leads,
clients or customers for your clients.
From time to time, I want a more subtle sales presentation
that doesn't immediately make my target prospects eyes
That's when I use advertorials that are laid out like
newspaper articles. This is old school native advertising.
Advertorials have been an awesome lead generation strategy
for me and every marketing consultant should have them in
their arsenal because in many cases they work better than
the traditional direct response display ad.
3. Y2Marketing (not for sale?) - I was searching online a few
years back for training on designing display ads and I
stumbled across some old training by this very controversial
I don't want to get bogged down into a debate about all
the legal problems that company had in the past.
I'm just saying that the training on how to sketch out and
lay out display ads is awesome.
In fact, this was the first place that I'd ever seen extensive
and comprehensive training on the art/science of sketching
out direct response ads.
It's now the only way that I create display ads anymore because
it just makes so much sense to me.
As of a few years ago, a simple google search could turn up
several pdf's, templates and hundreds of examples from them
that are definitely worth your time.
My thoughts are if you have those three resources, then it's
almost like cheating when you sit down to create display ads.
It's so easy that a caveman could do it.
And do it really well.
Just wanted to share that with you today.
See you at the top,