The Anatomy of Effective Ads

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The Anatomy of Effective Ads The Good, The Bad
The Ugly

Written by David Tomasini, TLI Faculty Member
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Anatomy of Effective Ads Imagination is more
important than knowledge. - Albert Einstein
WELCOME
Welcome to Creating More Effective Ads! Today,
were going to talk about building better, more
effective ads and how this knowledge can
positively impact your commission!
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Anatomy of Effective Ads Imagination is more
important than knowledge. - Albert Einstein
THE SALES PROCESS OPEN INTERVIEW LISTEN
RECOMMEND MANAGE OBJECTIONS CLOSE

• Youve sold an ad! Lets review how you did it
• First, you opened the sales process.
• Next, you questioned your customer to find his or
  her need(s).
• You listened carefully for clues that identify
  the need.
• After your questioning, you presented a
  recommendation that used the features, benefits
  and value of your product(s).
• Next, you identified and managed any objections
  by reminding the customer of how your
  recommendation will fix their problem.
• Finally, once you received a closing signal, you
  closed the sale.

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Anatomy of Effective Ads Imagination is more
important than knowledge. - Albert Einstein
AN EFFECTIVE AD WILL SELL
STUFF!
So, lets get started! Its time to build an
effective ad! Similar to the recommendation you
make during your own sales call, the goal of an
ad is to show the customers features and
benefits in the best possible light. More simply
stated Design an Ad that Sells Stuff!
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Anatomy of Effective Ads Imagination is more
important than knowledge. - Albert Einstein
WHY SHOULD YOU CARE?
Why are better ads important to a salesperson?
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Anatomy of Effective Ads Imagination is more
important than knowledge. - Albert Einstein
A FEW QUESTIONS

• Let me ask you a few questions
• How many ads do you sell a week?
• The average size of an ad?
• How many time s do you get paid commission for
  each ad?
• Are you interested in keeping the customer happy?
• Do you want to look like a pro in the eyes of
  your client?
• YOU ONLY GET PAID ONCE!

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Anatomy of Effective Ads Imagination is more
important than knowledge. - Albert Einstein
TODAYS TOPICS

• Topics of this module include
• The relevancy of information gathered during
  the
• interview process and how it relates to the
  design of the ad.
• The 10 steps in creating an effective ad.
• The elements of an effective ad.
• A review of selling language that will help us
  write copy that
• sells.
• Basic layout formats that have been tested for
  effectiveness.
• Using an Ad Analyzer.

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Anatomy of Effective Ads Imagination is more
important than knowledge. - Albert Einstein
POORLY DESIGNED ADS CAN LEAD THE
ADVERTISER TO BELIEVE THAT YOUR PAPER IS POORLY
READ.
Remember When a customer gets poor results, they
find it very easy to blame the publication with
which they are dealing. Has anyone ever heard
this from a customer? Your paper doesnt
work! or No one is reading your paper
anymore. These responses may very well have to do
with a poorly design ad not your product.
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Anatomy of Effective Ads Imagination is more
important than knowledge. - Albert Einstein
DIM THE LIGHTS
Let Me Set The Stage!
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Anatomy of Effective Ads Imagination is more
important than knowledge. - Albert Einstein

• STEP 1
• Make your accounts ad easily recognizable
• Make their ad distinctly different than their
  competition.
• Keep the appearance of their ads consistent.

STEP 1 DISTINGUISH YOUR ADVERTISER

• STEP 2
• Use a simple layout
• The design should allow for an easy eye flow.

STEP 2 USE A SIMPLE LAYOUT
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Anatomy of Effective Ads Imagination is more
important than knowledge. - Albert Einstein

STEP 3 USE A DOMINANT ELEMENT
STEP 3 Use a dominant element
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Anatomy of Effective Ads Imagination is more
important than knowledge. - Albert Einstein

STEP 4 USE A BENEFIT HEADLINE
STEP 4 Use a prominent BENEFIT headline
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Anatomy of Effective Ads Imagination is more
important than knowledge. - Albert Einstein

• STEP 5
• Let the white space work for your ad
• Dont overcrowd the ad. White space is an
  important element in the ad design process.

STEP 5 USE WHITE SPACE
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Anatomy of Effective Ads Imagination is more
important than knowledge. - Albert Einstein

STEP 6 COMPLETE COPY
STEP 6 Make the copy complete
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Anatomy of Effective Ads Imagination is more
important than knowledge. - Albert Einstein

• STEP 7
• State prices or range of prices
• You should not be afraid to
• state prices (if appropriate).
• Use brand names when possible.

STEP 7 STATE PRICES OR RANGE OF PRICES
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Anatomy of Effective Ads Imagination is more
important than knowledge. - Albert Einstein

STEP 8 SPECIFY BRANDED ITEMS
STEP 8 Specify Branded Items
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Anatomy of Effective Ads Imagination is more
important than knowledge. - Albert Einstein

• STEP 9
• Include related items
• Remember to let the reader know that you have
  EVERYTHING they need to make a purchase.

STEP 9 INCLUDE RELATED ITEMS
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Anatomy of Effective Ads Imagination is more
important than knowledge. - Albert Einstein

STEP 10 BUILD IMMEDIACY
STEP 10 Urge readers to buy now (build immediacy)
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Anatomy of Effective Ads Imagination is more
important than knowledge. - Albert Einstein
KEY ELEMENTS OF AN EFFECTIVE AD THE
HEADLINE

• Key Elements of an Effective Ad
• The Headline
• What should the headline accomplish?
• Stop the reader, get their attention
• Stimulate interest
• Attract readers to the copy
• Select prime prospects
• Summarize the selling message

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Anatomy of Effective Ads Imagination is more
important than knowledge. - Albert Einstein
KEY ELEMENTS OF AN EFFECTIVE AD ILLUSTRAT
IONS

• Key Elements of an Effective Ad, contd
• Illustrations
• Photos arouse curiosity
• Focus a photo on one person if possible
• Before and after photos interest readers

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Anatomy of Effective Ads Imagination is more
important than knowledge. - Albert Einstein
KEY ELEMENTS OF AN EFFECTIVE AD COPY

• Key Elements of an Effective Ad, contd
• Copy
• Readers dont have much time
• Short messages are more likely to be read
• Avoid clichés or industry specific language
• Use PLAIN English

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Anatomy of Effective Ads Imagination is more
important than knowledge. - Albert Einstein
BASIC LAYOUTS KEEP IT
SIMPLE
Basic Layout Formats
One-item ads - Standard
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Anatomy of Effective Ads Imagination is more
important than knowledge. - Albert Einstein
BASIC LAYOUTS RELATE TWO ITEMS THROUGH
THE AD COPY
Basic Layout Formats
Two-item ads - Related
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Anatomy of Effective Ads Imagination is more
important than knowledge. - Albert Einstein
BASIC LAYOUTS SEPARATE TWO ITEMS WITH
BODY COPY USE TWO PICTURES WHERE APPROPRIATE TO
CREATE ONE DOMINANT IMAGE
Basic Layout Formats
Two-item ads - Separate
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Anatomy of Effective Ads Imagination is more
important than knowledge. - Albert Einstein
BASIC LAYOUTS SEPARATE MULTIPLE ITEMS
THROUGH THE BODY COPY
Basic Layout Formats
Multiple-item ads
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Anatomy of Effective Ads Imagination is more
important than knowledge. - Albert Einstein
AD ANALYZER EVALUATE YOUR AD AGAINST
THESE CRITERIA
Ad Analyzer
GENERAL YES NO Is there a dominant
illustration or headline that instantly
telegraphs the message? ? ? Will the
illustration and copy print clearly in the
publication? ? ? Does the ad have a
recognizable logo? ? ? Does the
logo/signature include the stores name,
address, telephone number, hours, credit
information, location (if necessary) ? ?
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Anatomy of Effective Ads Imagination is more
important than knowledge. - Albert Einstein
AD ANALYZER EVALUATE YOUR AD AGAINST
THESE CRITERIA
LAYOUT YES NO Is the ad well-organized and
easy to follow? ? ? Does the ad have a clean,
uncluttered look? ? ? Is more white space
needed? ? ? Does the illustration or
photograph demonstrate a benefit? ?
? Does the illustration or photograph show the
merchandise in use? ? ? Is there a caption
under the illustration or photograph? ? ?
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Anatomy of Effective Ads Imagination is more
important than knowledge. - Albert Einstein
AD ANALYZER EVALUATE YOUR AD AGAINST
THESE CRITERIA
COPY YES NO Is the headline aimed at the
target audience? ? ? Are there benefits or
news in the headline? ? ? Does the copy sell
benefits to the reader? ? ? Is the copy
complete and specific? ? ? Is the language
simple and familiar? ? ? Are the prices clear
and visible? ? ? Is the reader urged to act
immediately? ? ?
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Anatomy of Effective Ads Imagination is more
important than knowledge. - Albert Einstein

• Lets review
• Our goal in creating an effective ad is to design
  an ads that sells stuff.
• We started our discussion with the process by
  which you gather the proper information to build
  the ad.
• During our session we reviewed the 10 steps in
  creating an effective ad.
• We discussed the elements of an effective ad.
• Our review of selling language will help us write
  copy that sells.
• We also discussed basic layout formats that have
  been tested for effectiveness.
• And finally, you were provided with an Ad
  Analyzer that will allow you to judge the
  effectiveness of your current ad layouts as well
  as those ads that you design in the future.

SUMMARY
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Anatomy of Effective Ads Imagination is more
important than knowledge. - Albert Einstein

Questions Discussion On behalf of The
Leadership Institute, I would like to thank you
for attending this training and wish you the best
of luck with all of your future endeavors.
SUMMARY