Advertising myths exposed: Myth #8 – You must be creative to write great ads

By Jerry Bellune

This is one of the most ill-informed of many myths.
But it’s one that some ad agencies truly believe.
They sit around in their ivory towers and dream.

We are in the trenches where real selling goes on.
We know who are Ideal Prospects are and what they want.
We know how to push their “buy me now” buttons.
We know how to close sales and get paid.
The advertising creatives have no clue how to do this.

Dan Kennedy is a great example of a guy who knows.
Dan was hired to write a campaign for Weight Watchers.
Their current agency’s ads weren’t producing sales.
Dan was smart. He talked with those who knew how.
He asked Weight Watchers for their top three sales people.
He sat down with each and offered them a bribe.
He offered each $1,000 to tell him how:
• They attracted and sold Weight Watcher prospects.
• The benefits they extolled and how they closed sales.
Based on what they told him, Dan created a campaign.
Weight Watchers execs were skeptical.
His campaign was different from their ad agency ads.
But they rolled the dice and guess what happened.
Dan’s campaign far out-performed the agency campaign.
The agency, as they should have, lost the account.

Dan practices what he calls “creative cheating.”
He advises us to never start with a blank page.
Start a swipe file of good ads to use as templates.
Apply auto ads appealing to desire for your purposes.
Desire is a strong motivator for your Ideal Prospects
Apply pain relief ads the same way.
Fear is the other strongest motivator in selling.
Apply fear or desire triggers to whatever it is you offer.

I recommend to you another advertising expert.
David Fowler ran a highly-successful big city ad agency.
He found newspapers a great place to advertise.
They are inexpensive and widely-read.
They reached the prospects his clients desired.
He wrote “Ultimate Money Making Newspaper Ads”
He filled his pages with examples of ads that sell.
They made millions of dollars for his clients.

David has given us permission to offer his book.
It’s out of print now but we’ll make it available to you.
Would you like a complimentary read?
That will allow you to judge for yourself.
Email me at JerryBellune#yahoo.com

Next: Newspaper ads are a waste of money

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©2015 The Bellune Company, Inc.
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