For The Advertiser Who Wants His Adverts To Pay

28 replies
I've got some examples of ads which clearly telegraph WHO
the ad is for.

This is so important because the reader at first glance knows it's about him or her,
therefore you've grabbed their attention.

You can transfer the headline structure over to your
product or service so it pulls your ideal client to you.

By doing this you aren't giving out benefits or promises which
mostly fall on deaf ears today due to trust being broken by so many people.

This "old" method is the antidote for today's market.

Read, implement and report back your results.

Best,
Doctor E. Vile

http://www.what-is-coaching.com/supp..._file_048b.pdf
#advertiser #adverts #pay
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    • Profile picture of the author ronr
      Awesome share, Ewen. I never knew he was behind that style of teaser and headline. I remember the 1st time I those Boardroom teasers. I just had to read further.
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      • Profile picture of the author savidge4
        I Have looked at his work.. like over and over and over.. and tonight was he first time I noticed that his headlines are not the largest text on the page.. the title of whatever he is selling is. The question is h3 and the answer is h1. hmmmm
        Signature
        Success is an ACT not an idea
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    • Profile picture of the author ewenmack
      Originally Posted by Oziboomer View Post

      Thanks Ewen for a great post and sharing the resources.

      Now you've got me thinking
      Now that you've had some time to think about it,
      can you see how you can apply the call outs?

      Best,
      Doctor E. Vile
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  • Profile picture of the author eccj
    I can't remember seeing anything like this.

    As I was scrolling down I found my self either saying "hmmm I would rather own antiques" or "Nope" in response to riding the bike in NYC over the subway.

    I see this as really getting a hold of people who are most likely to buy your product while sacrificing those who are least likely to buy your product. I would imagine that is a favorable exchange for the marketer.

    The bird word book looks interesting.
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    • Profile picture of the author ewenmack
      Originally Posted by eccj View Post

      I can't remember seeing anything like this.

      I see this as really getting a hold of people who are most likely to buy your product while sacrificing those who are least likely to buy your product. I would imagine that is a favorable exchange for the marketer.
      Great observation.

      If you try to appeal to both groups,
      you appeal to none.

      So talking with the most likely buyers
      gets you to the most money faster,
      as he has done.

      Best,
      Doctor E. Vile
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  • Profile picture of the author zoro
    Thanks for sharing (:

    Here is my headline attempt about your PDF.

    "For Anyone Who Has Ever Tried to Write Advertising Copy and Failed Miserably"

    I get it, the Ads talk directly to the reader who is already interested in the subject matter.

    Great info.
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    • Profile picture of the author ronr
      I'm going to test this with some email subject lines
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      • Profile picture of the author Oziboomer
        Originally Posted by ronr View Post

        I'm going to test this with some email subject lines
        Generally speaking I'd say of they are already on your list you don't need to call them out as such.

        The headline will work better flagging people who are in the market to join your list.

        Once you are emailing them you may want to change tactics to using subject lines that work more at getting the email opened.

        The style may work well for reactivation or dissecting into sub categories.

        What do you think Ewen?
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        • Profile picture of the author ewenmack
          Originally Posted by Oziboomer View Post

          Generally speaking I'd say of they are already on your list you don't need to call them out as such.

          The headline will work better flagging people who are in the market to join your list.

          Once you are emailing them you may want to change tactics to using subject lines that work more at getting the email opened.

          The style may work well for reactivation or dissecting into sub categories.

          What do you think Ewen?
          Great question Ozzy.

          To clarify where the call out to the person is
          best used, it would be in media where the message is discovered.

          Where it would not be ideal, it would be
          going direct to an individual.

          Thanks,
          Doctor E. Vile
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        • Profile picture of the author savidge4
          I would say that there is even more reason to pull this on a list.. ok maybe not even more.. but how about equal? lol

          I sign up for a kick ton of e-mail lists. I cycle through a good 100+ a month.. I am always looking for patterns of behavior etc. How many time they throw a single pitch, how and if they transition. how many jabs before the punch. How many actually provide information. you know STUFF.

          a Trending pattern is to group a series of emails. #1 of how to do this better #2 and #3 ( 3 seems to be the better than average - there are a few that get in the 10 area )

          but I would think that using a headline as being discussed would be a great method to redirect in a different direction, and keep the readers activated in the new material.

          You read these headlines... yes they are very directed.. but honestly how many of these very directed headlines did you not think you were not part of the group he was talking to? - I looked back at these and kinda scared myself with that realization.

          These aren't targeted - as we think of the term. these suckers are universal. They suck everyone in.. and the ones that really are the target.. well forget about it.. like a bat in the hood.. how fast can a pair of scissors come out to cut the reply coupon?

          Originally Posted by Oziboomer View Post

          Generally speaking I'd say of they are already on your list you don't need to call them out as such.

          The headline will work better flagging people who are in the market to join your list.

          Once you are emailing them you may want to change tactics to using subject lines that work more at getting the email opened.

          The style may work well for reactivation or dissecting into sub categories.

          What do you think Ewen?
          Signature
          Success is an ACT not an idea
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          • Profile picture of the author ewenmack
            Here's some examples of banner ads that have been running this year.

            "To Investors Who Want To Retire Comfortably"

            "For Widows Who Want a Secure Financial Future"

            "Widows: Is a Financial Adviser Offering You a "Guarantee"?
            What You Need To Know Now"


            You can see the banner ads here along with many more...

            630+ fisher investments ads - Moat Ad Search

            Moat is a great research tool to uncover patterns
            in paid advertising.

            Best,
            Doctor E. Vile
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            • Profile picture of the author ronr
              Awesome share Ewen. Never knew about Moat.

              Originally Posted by ewenmack View Post

              Here's some examples of banner ads that have been running this year.

              "To Investors Who Want To Retire Comfortably"

              "For Widows Who Want a Secure Financial Future"

              "Widows: Is a Financial Adviser Offering You a "Guarantee"?
              What You Need To Know Now"


              You can see the banner ads here along with many more...

              630+ fisher investments ads - Moat Ad Search

              Moat is a great research tool to uncover patterns
              in paid advertising.

              Best,
              Doctor E. Vile
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              • Profile picture of the author ewenmack
                Originally Posted by ronr View Post

                Awesome share Ewen. Never new about Moat.
                You can see they are also targeting the fear of running out of money
                in retirement.

                Best,
                Doctor E. Vile
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              • Profile picture of the author roger h
                Originally Posted by ronr View Post

                Awesome share Ewen. Never new about Moat.

                Yep i'll 2nd that sentiment, what a fantastic resource tool. I bet few here at the forum knew that existed.

                Is there any end to your wealth Ewen ? (and i dont mean material or assest wealth).

                As a fellow Kiwi all i can do is doff my hat to you as a gesture of respect for continuing to re-set the 'value bar' higher & higher again.

                RH
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                • Profile picture of the author ewenmack
                  Originally Posted by roger h View Post

                  Yep i'll 2nd that sentiment, what a fantastic resource tool. I bet few here at the forum knew that existed.

                  Is there any end to your wealth Ewen ? (and i dont mean material or assest wealth).

                  As a fellow Kiwi all i can do is doff my hat to you as a gesture of respect for continuing to re-set the 'value bar' higher & higher again.

                  RH
                  Thanks Roger.

                  What part of the world are you in at the moment?

                  Best,
                  Doctor E. Vile
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                  • Profile picture of the author roger h
                    Originally Posted by ewenmack View Post

                    Thanks Roger.

                    What part of the world are you in at the moment?

                    Best,
                    Doctor E. Vile
                    Ireland & UK at the moment - although i must say 'the moment' has lasted many years..of which, the last few has been endless struggle. Such is life in Eire since recession times kicked in around '08.

                    Prior to that, Nz & Oz (Sydney).
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            • Profile picture of the author Oziboomer
              Originally Posted by ewenmack View Post

              Here's some examples of banner ads that have been running this year.

              "To Investors Who Want To Retire Comfortably"

              "For Widows Who Want a Secure Financial Future"

              "Widows: Is a Financial Adviser Offering You a "Guarantee"?
              What You Need To Know Now"


              You can see the banner ads here along with many more...
              I love that the newer ads are showing If you have $1M to invest and the earlier ones were $500K....

              Had to go back to October 2012 to find where the self qualifying amount was $250K.

              It will be interesting to look to see if the $1M is now used from here onwards.

              It seems like "retiring comfortably" and "Not running out of money" have been the consistent performers over the time and now they are drilling down to the more specific targets like "widows"

              What a great resource and when coupled with the other great advice you so generously share it helps to build a picture of how others can research and build their own campaigns.

              Thanks again Ewen...I'm thinking just how good do you get when you get paid to do your thing...bloody good..I'd say.
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              • Profile picture of the author ewenmack
                Originally Posted by Oziboomer View Post


                Thanks again Ewen...I'm thinking just how good do you get when you get paid to do your thing...bloody good..I'd say.
                I like you Ozzy for coming to that conclusion.

                Saves me saying it!

                I had it stored away in my cranium before those ads,
                that running out of money in retirement is their biggest fear.

                Best,
                Doctor E. Vile
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                • Profile picture of the author roger h
                  Quote:
                  Originally Posted by Oziboomer

                  Thanks again Ewen...I'm thinking just how good do you get when you get paid to do your thing...bloody good..I'd say.




                  Originally Posted by ewenmack View Post

                  I like you Ozzy for coming to that conclusion.

                  Saves me saying it!

                  I had it stored away in my cranium before those ads,
                  that running out of money in retirement is their biggest fear.

                  Best,
                  Doctor E. Vile

                  Imagine what might happen if the two of you teamed up sometime ? As Robin said to Batman..''holy crap''..
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    • Profile picture of the author Rus Sells
      I think,

      For Everyone in your headline would be stronger. Just my opinion!

      Mel sure did like using the FOR people, For Anyone, For everyone a lot though.

      Originally Posted by zoro View Post

      Thanks for sharing (:

      Here is my headline attempt about your PDF.

      "For Anyone Who Has Ever Tried to Write Advertising Copy and Failed Miserably"

      I get it, the Ads talk directly to the reader who is already interested in the subject matter.

      Great info.
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  • Profile picture of the author roger h
    Ewen,

    A post of genuine Thanks.

    Absolutely loving your threads & posts this past while, you are offering real gems to all of us here at the forum.

    Furthermore, enjoying immensely the post contributions & conversations, across a number of different threads, between Yourself, Oziboomer & Savidge4.

    It would be pretty difficult to fail after applying the advice & solutions that the three of you combine to offer.

    Without doubt, im learning and appreciating more by reading your threads than i have in the entire past four years of forum browsing.

    Now, i have to apply it better than before. Take Action.

    Signed,

    Appreciative Reader / Follower.
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  • Profile picture of the author premz
    what will be deposite if we want others to advberise on our behalf..
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    • Profile picture of the author savidge4
      Originally Posted by premz View Post

      what will be deposite if we want others to advberise on our behalf..

      I require a $10,000 USD cash ( small un marked bills ) deposit for all advberising
      Signature
      Success is an ACT not an idea
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  • Profile picture of the author misterme
    Ewen, I found your contribution very useful in re-writing and structuring my "Not Models" ad, which you're familiar with. Thank you.
    Signature
    "Best book on answering objections I have seen... it's for photographers but it has brilliant techniques you can use in any business." - Claude Whitacre. When They Say That, You Say This (Amazon Kindle)
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  • Profile picture of the author AleksanderSuave
    Ewen, I used moat quite frequently at work for display ad analysis.

    some interesting stuff, but lots of noise as well.

    Any advice you can share on interpreting data from it? I could probably even share some of my reports if it would help forum readers in any way.
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    • Profile picture of the author ewenmack
      Originally Posted by AleksanderSuave View Post


      Any advice you can share on interpreting data from it? I could probably even share some of my reports if it would help forum readers in any way.
      Sure.

      Look for themes.

      For example Fisher Investments are using the fear of running out of money
      for retirees.

      The Motley Fool tie in with news.
      China, IPhone,Internet.

      Then you can look at the style of the ads themselves.

      Those are 3 examples of themes.

      Just have to spot your own themes.

      BTW, did I get back to you...
      I'm having a senior moment!

      Thanks,
      Doctor E. Vile
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      • Profile picture of the author AleksanderSuave
        Originally Posted by ewenmack View Post

        Sure.

        Look for themes.

        For example Fisher Investments are using the fear of running out of money
        for retirees.

        The Motley Fool tie in with news.
        China, IPhone,Internet.

        Then you can look at the style of the ads themselves.

        Those are 3 examples of themes.

        Just have to spot your own themes.

        BTW, did I get back to you...
        I'm having a senior moment!

        Thanks,
        Doctor E. Vile
        Did you respond regarding the custom business consulting? Not yet, I don't believe

        I'll dig into moat data see if I can find some fun stuff to possibly share. we have our own data thats not shared in the moat public directory, as far as I understand, we supply the largest amount of moat data of any company that participates
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