Perhaps the biggest obstacle to good publicity is excess. Ads can end up so packed with ideas and features that they seem dense and unattractive. If overdesigned, they can become more artistic than motivational, obscuring the sales message. If they are overwritten, they can become too subtle or too cute. Certainly some of the best ads ever created are clever and visually arresting; but good ads should also sell.
Similarly, outlets can promise too much. Use “bigger”, “better” and other superlatives only if you can back them up. Avoid any statement that could be construed as misleading. Also, make sure the overall tone of your ad is upbeat and engaging. Emphasize the solutions it provides, not the problems it addresses. And get outside input on your new ad concepts to make sure they convey the personality and message you want.
Basics of Headlines, Text and Design
While there are many opinions about what constitutes a good headline, copy, and design, most professionals agree that these individual elements of the ad should work together. In combination, they must capture attention, convey a persuasive message and represent a consistent identity. An ad that is too cluttered cannot get a message across quickly enough to engage the reader or viewer. One who is out of line with the product or service will be confusing rather than convincing. An effective headline (or the opening moments of a broadcast ad) should immediately capture the audience’s interest and draw them into the ad. A good rule of thumb is to look for the “drama” inherent in what you offer and capitalize on it to create an engaging ad.
Examples: “We’re going crazy”: an advertisement for a university requesting funds. And “You don’t have to be Jewish to love Levy’s,” an ad for a bread company that features a Chinese man biting into a huge pastrami sandwich.
Next, the photo or illustration amplifies the message. A recent advertisement for Bull Worldwide Information Systems, for example, featured a satellite photo of Earth with the headline “GloBull.”
Once the headline and illustration have drawn the customer to your ad, the copy convinces them to buy. So make it believable, packed with information, and reinforced with words and style that complement your identity. Almost any Mercedes Benz print ad exemplifies compelling copy in a style that perfectly suits the product.
Television advertising will also involve the selection of music, sound effects, actors or announcers, and perhaps a theme song. All of these elements enhance your message and reinforce your identity, but for the most part, the copy and what you actually convey make the sale.
Learning to persuade and influence will make the difference between expecting better income and having better income. Beware of common mistakes presenters and persuaders make that cause them to lose the deal.
conclusion
Persuasion is the missing piece of the puzzle that will crack the code to dramatically increase your income, improve your relationships, and help you get what you want, when you want, and win friends for life. Ask yourself how much money and income you have lost due to your inability to persuade and influence. Think about it. Sure you’ve seen some success, but think of the times you couldn’t. Has there been a time when you didn’t understand your point of view? Are you unable to convince someone to do something? Have you reached your full potential? Are you able to motivate yourself and others to achieve more and achieve your goals? What about your relationships? Imagine being able to overcome objections before they happen, knowing what your prospect is thinking and feeling, feeling more confident in your persuasiveness. Professional success, personal happiness, leadership potential, and income depend on the ability to persuade, influence, and motivate others.