Last time we started discussing how to write more effective ads. We’re continuing on the same theme, and we’re starting with…

The Headline

If you’re going to make a single change to boost your response rate the most, focus on your headline (you do have one, don’t you?).

Why? Because five times as many people read your headline than your copy. Quite simply, a headline is… an ad for your ad. People won’t stop their busy lives to read your copy unless you give them a good reason to do so. So a good headline promises a benefit.

Last time we discussed the Message, Market, Media mix and how important it is to hit the sweet spot in your marketing.

This week we’ll touch on how to write more effective ads.

I’d like to introduce you to Claude Hopkins (1866 – 1932). He was one of the great advertising pioneers, and was the first person to define what “advertising” actually meant. In his book “Scientific Advertising” he wrote:

“To properly understand advertising or to learn even its rudiments one must start with the right conception. Advertising is salesmanship. Its principles are the principles of salesmanship. Successes and failures in both lines are due to like causes. Thus every advertising question should be answered by the salesman’s standards.

There are three required components for effective marketing. It doesn’t matter what you’re marketing, where, when, what price, to whom.

And it doesn’t matter what your business is – if you’re a plumber, a restaurant owner, a massive corporation, you need these three components to work for you.

Think of these three components as a three legged table. It can’t stand with any one or two of them broken or missing. You have to have all three, and they all have to be strong and supportive.

How to Recognise Missed Opportunities and Turn Them Into Profit!

In May we were delighted to present the Best DJ award at the Tenerife Entertainment Awards. As you might imagine this special occasion had my wife Jennie, (with me in tow) heading off to the shops for a new dress and handbag. We found a lovely dress shop in Las Galletas with a great selection, and next door there was a bag shop with a choice of handbags. Perfect!

Continuous Improvement is Key To Sucess

Gary Blade, owner of Star of Asia and newly opened Raffles, believes a keen eye for detail and continuous improvements are important ingredients for his success.

We caught up with Gary at his new bar Raffles in the Apolo Center in Los Cristianos, where we discussed how he´s working hard to beat the gloomy mood in Tenerife business life.

Gary, tell us what you believe has been key to your success.