Formula for a Successful Ad

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by Jennifer Stewart

Here's a formula you can use to sell any product or service - it works for online advertising as well as for ads in brochures, magazines and newspapers.

This formula is based on the premise that people are most interested in themselves, so if you want to sell something, you must give them a good reason to buy it.

The formula is as follows:

AD = PROBLEM / FEAR + SOLUTION + BENEFIT = SALE

Problem / Fear

Start by presenting a problem - surely the easiest part of the whole process!

The 1990s have been an age of anxiety, due to the rapid pace of change - in society, politics, economics and technology. Consider some of these changes and how they could impact on your product:

• The feminist movement, that burst onto the scene in the 1960s, has led to significant social changes and conflict, guilt and resentment among many people

• A rising divorce rate has resulted in more single parent families and single income households

• Political scandals in parties from both sides of politics have increased feelings of disillusionment and insecurity

• Economic crises - large corporations collapsing, banks closing, scandals and corruption - have all taken their toll on consumer confidence

• Environmental fears have led to an unprecedented questioning of government policies and the activities of private enterprise

• Technological advances have been so rapid that many people feel inadequate, afraid and insecure

With so much anxiety, it's no wonder that everyone is desperately seeking solutions. Advertisers need to respond to these anxieties and try to meet their consumers' needs.

There are three main needs that arise from these fears:

You must recognize that your customers are worried and either give them ways to cope with their problems or offer them a lighthearted escape from all their woes.

Benefit

So, what are some of the benefits you can offer to meet these consumer needs?

The need for control

To answer your customer's question of, "What's in it for me?" or "What will I miss if I don't buy this?" you can show how your product will:

Show how your product will:

Show how your product will:

When composing your ad, begin by listing all your product features in one column, then opposite, list the corresponding product benefits.

Go through your benefits and see which ones fit with the consumer needs discussed above and concentrate your message around solving those problems with your product benefits!