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02.17.05
Overture Ad Campaign Secrets
 By Daniel Ray
This article reviews the essentials of conducting a great Overture ad campaign:
the many advantages of good advertising
where to advertise on a small budget
the basic composition of an ad
how to make your ads stand out
how to write an ad
the purpose of a headline
a list of successful headlines
how to deal with the professional ethic of "I shall not advertise"
Advantages of good advertising
Good advertising has many advantages. Whether it's newspaper, television, or radio -- advertising is a high-risk/high-profit potential activity.
Advertising in whole or in part constitutes one vehicle by which your company is driven (pun intended), and it is fueled by responses and sales to your efforts. For most businesses, advertising represents a necessary cost of doing business. For successful businesses, advertising represents a golden opportunity to reach your customer base and effect sales from them. The potential of advertising is outrageous, and it does come at a cost of resources, both in people and capital.
 Where should I advertise on my small budget?
I understand that "where" is a vital part of the targeting process, which can affect results tremendously. "Where" also dictates how your ad should be presented ... short and full of urgency for radio ... or long, information-packed, riveting copy if it's to be a direct-mail shot.
To identify where you should advertise, and which media would be most effective, try to determine a profile of your ideal customers. Research demographics and psychographics to determine where they live, what other products they buy, what their level of affluence is, what their fears and frustrations are, and so on.
You can then wisely select media to reach that audience. Do many of them commute to work? Then buy a drive-time radio ad. Do they read magazines? Do they read a community newspaper?
For the small budget, be creative and innovative in your approach. Send out press releases with a hard news angle. Instead of paying for radio air-time, approach the program director and ask to be on a talk show (more on this later in this section).
The basic composition of an ad.
There are five basic concepts to remember when writing a good advertisement:
1) Command attention
2) Show people the advantage of using your product or service
3) Prove that what you are advertising has that advantage
4) Persuade people to grasp that advantage
5) Make a call to action
Command attention
 The most important purpose of a headline is to entice the reader to start reading the copy of the ad. The copy must get read if the ad is going to pull great results. Your headline must attract instantaneous and immediate attention. There are two types of headlines that seem to work best:
1) Headlines that convey how the reader can save, gain, or accomplish something through the use of your product or service. How it will increase the reader's mental, physical, financial, social,' economical, or emotional well-being.
2) Or, by acknowledging how the reader can avoid risks, worries, losses, mistakes, or embarrassment. How it will decrease the reader's fears of economic ruin, discomfort, boredom, sickness, loneliness, or prestige.
Who needs a good headline?
Headlines that begin with a question are usually pretty good clinchers. But only if they ask a question that people want to know the answer to.
The words: how, here's, these, which, which of these, who else, where, when, what and why usually out-pull their competitors. Using the "which of these" selling technique is very effective because it says "Which do you want?" not, "Do you want?"
Make the reader a guarantee.
Guarantees in a headline are extremely compelling to readers. Make certain, however, that you can deliver on your guarantee.
Read the Rest of the Article.
About the Author:
Daniel Ray, editor for ezine articles - ezinedir.com
(http://www.ezinedir.com) , best
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