Advertising myths exposed: Myth #9 – Newspaper ads are a waste of money
October 25, 2015
By Jerry Bellune
I agree. The wrong kinds of ads do waste your money.
David Ogilvy built his ad agency debunking that fallacy.
As a young immigrant, he bought a direct mail book.
He spent his own money on it, he proudly said.
He began to study the techniques of direct mail writers.
If direct mail produced results, why not all advertising?
He tinkered with applying it to all advertising.
He even used direct mail to attract his first clients.
Among the things Ogilvy learned and practiced:
• Write offers, not headlines, Offers are what sell.
An offer: Relieve arthritis pain
Another: The cruise of your dreams
• Address the offer to your Ideal Prospect.
And you need to know what that prospect wants.
Desire is the trigger we want to pull in our ads.
• List every benefit of your product or service.
That takes long copy. Long ad copy sells.
Long radio and TV commercials sell.
Watch Cindy Crawford’s Meaningful Beauty TV ads.
These long infomercials are highly effective.
https://www.youtube.com/watch?v=2T4mvqGiNmM
David Ogilvy talks about this on a short video.
He tells of starting his agency using direct response.
He talks about how we can do what he did.
He debunks the “creative” types whose motives are:
• To win the respect of their colleagues.
• To plaster their walls with advertising awards.
None of that will help their clients sell anything.
But direct response ads will sell every time.
I recommend to you another David.
David is the nation’s #1 newspaper advertising expert.
He 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: 4 secrets of top sales stars
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©2015 The Bellune Company, Inc.
Neither MidlandsBiz.com nor The Bellune Company, Inc. makes any warranty as to the results that may be achieved from using this information. ©2015 The Bellune Company, Inc. All rights reserved. Requests for permission to reprint or circulate may be obtained by emailing [email protected]
