Flyers Radio

udience measurement measures how many people are in an audience, usually in relation
to radio listenership and television viewership, but also in relation

to newspaper and magazine readership and, increasingly, web traffic on websites. Sometimes,
the term is used as pertaining to practices which
help broadcasters and advertisers determine who is listening rather than just how many people
are listening. In some parts of the world, the resulting relative numbers are referred to
as audience share, while in other places the broader term market share is used. This broader
meaning is also called audience research.
Measurements are broken down by media market, which for the most part corresponds
to metropolitan areas, both large and small.
Contents
[hide]
1 Methods
1.1 Diaries
1.2 Electronic
1.3 Software
2 New media
3 Demographics
4 Ratings point
4.1 GRPs/TRPs
5 Criticisms
6 Measurement conferences
7 Measurement companies
8 See also
9 Notes and references
Methods[edit]
Diaries[edit]
The diary was one of the first methods of recording information. However, this is prone
to mistakes and forgetfulness, as well as subjectivity. Data is also collected down to the level of
listener opinion of individual songs, cross referenced against their age, race, and economic
status in listening sessions sponsored by oldies and mix formatted stations. IBOPE was the first
realtime service for audience measurement of the world, it started in So Paulo in 1942.
Electronic[edit]
See also: Nielsen ratings
The audience measurement of U.S. television has relied on sampling to obtain estimated
audience sizes in which advertisers determine the value of such acquisitions. According to The
Television Will Be Revolutionized, Amanda D. Lotz states that during the 1960s and 1970s,
Nielsen introduced the Storage Instantaneous Audimeter, a device that daily sent viewing
information to the company's computers using phone lines and made national daily ratings
available by 1973. Although the audimeters did not supply sufficient information regarding
demographics of the audience, it did however allow Nielsen to establish diary reports that
presented some insight on the audience. According to Lotz, the Nielsen sample included
approximately 1,700 audimeter homes and a rotating panel of approximately 850 diary
respondents. Nielsen was the controlling factor of audience measurement for national network
television.[1]
More recently, technology has been used to track listening and viewing habits. In the mid-2000s,
networks cried foul, blaming Nielsen for inaccurate rating measurements. This public attention
was just the beginning, as Nielsen implemented its automated Local People Meter (LPM)
technology. The LPM marked the shift from active, diary based local measurement to more
passive, meter-monitored measurement of local markets. Technologically, the LPM is very
similar to the original Nielsen People Meter. The key advancement was that the LPM provided
accurate measurements of particular local markets. The LPM system has also allowed the
industry to measure year-round, rather than the quarterly "sweeps" periods. Researchers
believed that the LPM more accurately reported the full range of programming viewers watched,
including that while channel-surfing. Arbitron's Portable People Meter uses a microphone to pick
up and record subaudible tones embedded in broadcasts by an encoder at each station
or network. It has even been used to track in-store radio.
Because of the internet, many businesses are no longer constrained to establishing sales to just
their local markets, but alternatively can serve customers across much larger territories. The
arising development of markets boosts the likelihood of offering low-occurrence niche items that
would go through challenges in order to encounter the ideal customers in a specific area of
markets. In his Journal of Advertising Research, author Chris Anderson remarks: "for some
internet-based businesses, locality no longer regulates the market." When consumers obtain
access to a greater range of choices, they gravitate toward exercising those choices, awarding
fewer of their "votes" to the big hits and more of their "votes" to specialized niche choices.
Anderson argues that people always wanted more choices, but their desires previously were
obscured by distributional bottlenecks imposed by cost or locality.
Software[edit]
New digital technologies have complicated in-home measurement systems, such as the DVR
and are incompatible with a Nielsen box. Traditionally the Nielsen box was designed to register
the frequency of the television signal in order to measure the channel being viewed, furthermore
a DVR always produces the same frequency, and therefore an A/P or active/passive meter was
developed to read audio tracks of a particular program rather than the frequency of the
television. Adapting to these new innovations has brought about concern within the industry,
new ways of measurement are becoming readily available as more and more consumers are
turning to digital cable, the internet and other devices that can easily be tracked and monitored
for content and use, thus making traditional sampling techniques obsolete.
New media[edit]
Nielsen//NetRatings measures Internet and digital media audiences through a telephone and
Internet survey. Nielsen BuzzMetrics measures consumer-generated media. Other companies
collecting information on internet usage include comScore, Wakoopa, and Hitwise, who
measure hits on internet pages. Companies like Visible Measures focus on measuring specific
types of media; in the case of Visible Measures, they measure online video consumption and
distribution across all video advertising and content.
TruMedia, Quividi, stickyPiXEL, and CognoVision provide real-time audience data including
size, attention span and demographics by using video analyticstechnology to automatically
detect, track and classify viewers watching digital displays. Networked Insights measures online
audiences, and released a report ranking television shows, based on people's interactions
within social media. The study showed that half of the shows on Networked Insights' top 10 list
did not appear on the Nielsen Media Research (NMR) list.
According to "The Television Will Be Revolutionized" by Amanda D. Lotz, one of the most
challenging aspects of audience measurement during the multi-channel transition resulted from
the intermediary nature of new technologies and distribution systems. The sampling techniques
that most audience research relied upon were based on a fairly uniform nationwide availability
of technologies and programming, and thus reflected a network-era experience with television.
The arrival of varied programming tiers of cable channels challenged the system as US
television homes began having highly descriptive access to technology and programming and
consequently began using television in significantly different ways. Although the A/P meter
solved the problem of DVR use, programming on video on demand systems did not include the
"audio watermark" used by the device. The nation's many cable providers also limited access to
the proprietary data recorded by their set top boxes, which reduced the informational gain
offered by this technology. Video on demand desperately needed to establish measurement
matrices to prove its economic viability, but the lack of shared and consistent information further
confounded knowledge about use. Likewise, the erosion of the thirty- second advertisement's
dominance and the new advertising strategies that became increasingly common required the
creation of new methods and matrices to determine value and pricing.
The goal of these leading providers in automated audience measurement solutions is to deliver
results to inquiries such as: The nature of the audience, the number of viewers, the content
viewed, the amount of time spent on viewing, the type of display utilized and the audience
interest in those displays. In "The Television Will be Revolutionized", Amanda Lotz clearly
indicates how technological development in the audience measurement practice provides a
multitude of technological advancements such as the DVR, Video-On-Demand portable devices
such as the iPod and even a boost in mobile phone proficiencies. These improvements comply
with television viewing not to be restrained to be "home-watched". Internet measurement is
taken to the next level through its sophistication and high tech distribution. This allows several
audiences measurement companies to refer to the Internet as the most measurable media.
Demographics[edit]
This section
requires expansion. (April 2011)
The demographic of a particular show's audience is also measured. This is often notated in an
abbreviated form,[2] e.g.:
P2+ = Persons aged 2 or more
P1234 = Persons aged 12 to 34
P1849 = Persons aged 18 to 49
A1834 = Adults aged 18 to 34
Men 1834
Women 1834
Ratings point[edit]
Main article: Ratings (broadcast)
Ratings point is a measure of viewership of a particular television programme.
One single television ratings point (Rtg or TVR) represents 1% of viewers in the surveyed area
in a given minute. As of 2004, there are an estimated 109.6 million television households in
the United States. Thus, a single national household ratings point represents 1%, or 1,096,000
households for the 200405 season. When used for the broadcast of a program, the average
rating across the duration of the show is typically given. Ratings points are often used for
specific demographics rather than just households. For example a ratings point among the key
1849 year olds demographic is equivalent to 1% of all 1849 year olds in the country.
A Rtg/TVR is different from a share point in that it is the percentage of all possible viewers, while
a share point is 1% of all viewers watching television at the time. Hence the share of a
broadcast is often significantly higher than the rating, especially at times when overall TV
viewing is low. A low TRP can have an adverse effect on a TV program eventually leading to its
closure.[3]
GRPs/TRPs[edit]
Gross rating points (GRPs) or target rating points (TRPs) are chiefly used to measure the
performance of TV-based advertising campaigns, and are the sum of the TVRs of each
commercial spot within the campaign. An ad campaign might require a certain number of GRPs
among a particular demographic across the duration of the campaign. The GRP of a campaign
is equal to the percentage of people who saw, multiplied by the average number of spots that
these viewers saw. Targeted Rating Points are a refinement of GRPs to express the reach time
frequency of only the most likely prospects. For example, if a campaign buys 150 GRPs for a
television spot, but only half of that audience is actually in the market for the campaign's
product, then the TRP would be stated as 75 to calculate the net effective buy [1].
Gross rating point, a standard measure in advertising, it measures advertising impact. It is a
percent of the target market reached multiplied by the exposure frequency. Thus, a program
which advertises to 30% of the target market and gives them 4 exposures, will have 120 GRP.
GRPs as a measure has some limitations. People like to think of it as a measure of impact, but
that is really overstated. Impact should measure sales; this measures exposures, which is in
fact assumed not actual exposures.
Basics of TAM (television advertising measurement):
Universe: Universe is the total or actual number of people in a defined target audience.
Reach: Reach is the number of individuals from the universe who are exposed to the medium or
vehicle.
Reach is normally expressed in terms of % (percentages)
Calculation of reach:
If universe is: 1,000,000 individuals (it's approx. data, it's usually defined through sampling
through people-meter):
For a single episode of a program (30 minutes or 1 hour) If out of above 1,000,000 of individuals
600,000 saw at least 1 minute of programme then:
Reach = (600,000/1,000,000) x 100
Reach = 60%
Variations of the reach concept:
Gross reach
Gross reach is the summation of all audiences who have been exposed to the vehicle.
Week 1: 1,000
Week 2: 2,000
Week 3: 1,500
Week 4: 1,200
Hence, gross reach = week 1 + Week 2 + Week 3 + Week 4
Gross reach = 5,700
Cumulative reach
Cumulative reach: The audiences accumulate over the time
The number of individuals within the TG who are exposed to the medium or vehicle over
a certain period of time
Total time = Total average minutes (universe) x Universe
Total time/reach = Avg minutes viewers
Net reach
Net reach: Net reach is the summation of all audiences who have been exposed to the
vehicle and excludes the duplication of the viewership.
Weeks
Gross reach
Total reach
Duplication
Total duplication
Net reach
Week 1
1,000
1,000
--
--
1,000
Week 2
2,000
3,000
(300)
(300)
2,700
Week 3
1,500
4,500
(900)
(1,200)
3,300
Week 4
1,200
5,700
(1,000)
(2,200)
3,500
What is a TVR (television rating point):
TVR = Reach x Time spent

TVR = (minutes viewed/minutes available) + (minutes viewed / minutes available)/N X100
N = Number of individuals
Gross rating points (GRPs)
The sum of all ratings achieved in a campaign GRP levels are generally measured and reported
on a 4 week basis It is a measure of the media plan's trust
CPRP
Measurement used in planning a television media buy based on the cost of a commercial time
slot and the rating of the program where the time slot is positioned. If, for example, the cost of a
commercial time slot during prime time was $1000 and the program rating for that time was 10
(which means that 10% of the total potential audience was tuned to that program), then the cost
per GRP would be $1000 divided by 10%, or $100. The CPGRP measurement is a way of
measuring the efficiency of media cost, as compared to measuring the cost per thousand (CPT)
and is generally used when making comparisons of the various broadcast vehicles. When the
actual buy is made, the advertiser will still want to know the cost of reaching people on a costper-thousand basis.
Programme name
Time
Secondages Effective rate Total amt TVR GRP
10:00 am - 11:00 am 150
6,000
90,000
5.4
81
21:00 - 22:00
30,000
600,000
9.8
196
200
Total
350
69,0000
277
CPRP = 2,491 (i.e., Total amt/Total GRPs)
Criticisms[edit]
Diary-based radio ratings in the US may inflate listenership, because they are only measured in
15-minute increments. Listening at any time during a quarter-hour counts as listening for the
entire duration, even if the actual time was just for a song or two.
The process of surveying listeners for their preferences has also been criticised for its lack of
flexibility. Listeners complain that modern radio lacks variety and depth but the measurement
methods only facilitate further refinement of already minutely programmed formats rather than
the overhaul that many listeners are asking for. Radio in the USA, is where listeners hear their
old favorites rather than are exposed to new music. Data obtained by some audience
measurement methods is detailed to individual songs and how they are reacted to by each age,
racial, and economic group the station is seeking to attract. This statistical approach leads to
highly recognizable songs (such as those from the Beatles) which score well with a crosssection of listeners.[4][5]
Measurement conferences[edit]
The world's largest audience measurement conference, AM X.0, is presented annually by
the Advertising Research Foundation. Each year, hundreds of attendees from around the world
gather to hear a collection of experts speak on Social Media, Mobile and Cross-Platform issues.
Will flyers help my business fly?

By Dr. Ned Roberto and Ardy Roberto
Philippine Daily Inquirer
8:11 pm | Thursday, June 23rd, 2011
7 34 19
Q: Hello, Im Gladis, I work at a jewelry retail company as a marketing staff. We only have nine
branches all over the country and my boss is planning to close down one branch located at SM
Baguio. Since the lease is good for one year, my boss is just waiting for the end of its term. But I
persuaded her that we can do something to increase the stores foot traffic. I have (an) idea in
my mind and I think distributing flyers will do the work, but what I have read from the Net was
eight out of ten wrote that flyers dont work. Can you help me think of something we can do to
attract other customers who do not know about us to come and visit our store at minimal cost or
no cost at all?
A: Hi, Gladis! For your question, we asked our friend and licensed Guerrilla Marketing trainer,
Emi Pascual for his advice:
I will answer the letter-senders concern in two parts: the first would be about the stores location
and the opportunities that one can tap, and the other is about the effectiveness of distributing
flyers.
Location
The letter-sender didnt indicate exactly where in SM Baguio the store is located, as a stores
foot traffic could be affected by its location in the retail environment, in this instance, SM Baguio.
If the store is located near kid-centered outlets, then a jewelry stores foot traffic could suffer. On
the other hand, if the jewelry store is located near fashion-oriented retail outlets, then there is a
greater chance of a higher foot traffic. Not to mention, a tremendous opportunity to cross-sell or
implement, what Guerrilla Marketing founder, Jay Levinson, calls fusion marketing, with the
fashion stores and promote the jewelry stores pieces as perfect fashion accessories.
Fusion marketing is a great tool for promoting your product at the least costboth storesthe
fashion store and the jewelry storeshare the cost of promoting each other. For example, the
fashion store can direct its buyers to go to the jewelry store for accessories or jewelry that
match their clothes, and vice versa. Another fusion marketing idea is to tie up with numerous
wedding coverage outfits, or wedding planners.
I would imagine that SM Baguio has strict zoning policies, but if the letter senders jewelry
stores location in the mall does not attract the expected foot traffic, I suggest that the letter
senders boss consider requesting the malls leasing people to have their store relocated.
Customers retail journey
You may also want to study your potential customers malling habits. Where do they drop off to
get to the mall? Whats their primary purpose for going to the mall? To dine, to see a movie?
The whole idea is to identify various consumer touch points, and plan to promote your store
along those points, subtly directing them to your store. This could be achieved via a number of
mediums allowed by the mall. One guerrilla marketing case study Ive seen is the use of
transparent decals placed on the mirrors inside the bathrooms. The decals feature a necklace,
illustrated as if it were dangling around a persons neck. So when the person looks into the
mirror, she positions herself in front of the decal and sees for herself whether the necklace fits
her or not.
How effective are flyers?
If executed properly, flyers can be effective guerrilla marketing tools for promoting your store.
There are two parts to this: content and distribution. First the content: limit it to five key things:
1.) A compelling offer (Get a free surprise gift for every purchase!), 2.) The featured product
(this elegant necklace), 3.) A sense of urgency (Hurry, offer good only for this weekend), 4.)
Action point (Just present this flyer to the store clerk to get your gift) and 5.) Your stores
identity and location (include a map on how to get to your store, including store hours).
Second is the distribution: Do not limit your distribution to a specific location. Best to identify a
number of touch points and see which of these generate the most number of responses. You
could be distributing near the fashion stores in the mall, or dropping them off mailboxes, or
inserting them in newspapers. Just be sure to include a code in those flyers so that you have a
way of knowing which ones came from which touch point.
Guerrilla Glee marketing
Or you can create a novel way of handing out your flyer, so that it generates attention. Such as
creating a dramatic scene in the middle of a busy mall crowd, when a man and a woman start
shouting at each other, and security guards coming around to pacify the couple, and the man
bursting into a song, who then gets down on his knees to propose to the girl and gives her a
ring. Then you end this with a 60-second sales pitch about your store and where it is located.
Guerrilla Marketing is all about attaining your goals, at the least cost. All you need is time,
energy, information and creativity. The above solutions, I hope can help inspire you to push
yourself and think up of ideas to generate traffic to your store. God bless!Emi Pascual. For
Guerrilla Marketing consultancy or training please contact Emi through emip.ideate@gmail.com.
I used to run a local metal night in a small town in the UK. I handed out fliers to
anyone that looked even vaguely like a rock fan.
The best attendance I got was 180. The usual is about 130-150 regulars on the
other nights.
I handed out 600+ fliers, to people that were already ostensibly a part of the
"scene"
That means that I got about 40 people more than usual from a promotional flyer
and poster campaign.
Therefore, only 1/15 fliers was effective, that's 6% effectivity. On the other hand,
people I vaguely knew who I talked to as well as handing them promotional stuff
turned up almost every time.
Mere flyering is thus of little effect, unless carried out on a truly grand scale. A
personal approach is WAY more effective, especially considering how brainwashed
the average white person is by the media against us. If you flyer, try and say
some thigs to the people you approach - appear nice, friendly and "normal" to
them.
The effectivity of WP fliers is even less than what I had said - whilst my fliers
went out to people that were bound to be interested, and no one dropped them,
people are far more likely to disregard a WP flier.
Just leaving fliers around does not work that well either - people rarely pick them
up.
At the moment, I just bring up racial affairs with everyone I talk to, subtly at first,
and then gradually increase the pressure as they relax and become more
accepting of them.
The personal touch is the best way to promote an "extreme" opinion.
03-18-2002, 06:44 PM
#2
antidemocrat
Account Inactive
Join Date: Jan 2002

Posts: 29
I agree that fliers are not very effective. On the other

hand what we really want is effectiveness per dollar. I
think that in person face to face interaction is the #1
way to pursuade people. Many people have almost no
capacity to understand abstract ideas, they need bright
colors, loud noises, cheering crowds, human interaction,
and other tangible stimuli before they'll do anything.
To improve fliers I think they must take a softer line. No
Jew-bashing, or "White Power" type slogans. Most
people don't do anything with fliers except to throw
them away. I think that they must be used as a way of
announcing a meeting, an internet site, or some other
form of communication. Fliers could also be useful as
part of a wider propaganda campaign. My view is that
propaganda must come from all angles; speeches,
meetings, canvassing, fliers, internet, entertainment,
ect.
Most importantly flier hander-outers must be bold. In
advertising for a product a company runs the same
commercials over and over and uses the same slogans
repeatedly. This is because repetition is the key to
pursuasion. Also since people are attracted to power we
can only succeed if we show that we have more
testicular fortitude than anyone else; the alpha males of
our herd-like primate-minded society.
03-24-2002, 10:08 PM
#3
TotalAryan
Forum Member
Join Date: Aug 2001

Posts: 565
A 6% response is phenomenal.
The standard repsonse rate for any mass campaign is
1%. Meaning that if you pass out 1,000 flyers... 10
people should contact you.
The response rate for your efforts is going to be
determined by two or three factors... the size of the
campaign, the effectiveness of the material, and how
targeted you are about getting the material in front of
the right people.
Passing out flyers isn't a bad idea. In fact, when people
contact you from a flyer it shows some iniative on their
part.
However, there is no substitute for getting out and there
and talking to people. When you are one-on-one you
can immediately counter a person's doubts and
conflicts. A flyer can't do that.
03-28-2002, 01:51 PM
#4
Bjarni
Administrator
Lifetime
"Friend of Stormfront"
Sustaining Member
Join Date: Nov 2001

Location: New Jersey
Posts: 3,705
Antidemocrat is right...one on one, face to face

recruiting
bears fruit!
Flyers are still necessary. Here's some ideas on making
your
leaflet runs more successful:
1. Quality. Quantity means nothing if one is distributing
a leaflet that has some wacky basis or is not
professionally
put together. www.jeffsarchive.com has some great
downloadable, quality stuff to start with.
2. Concentrate on one area for an extended period of
time.
Don't just dump a thousand flyers in one area and check
it off
as "awakened". Hit the same area every week for
months or longer. Let them know that this isn't some
rinky-dink one time,
fly by night messenger. You are serious about your
message
and YOU believe in it enough to make it a campaign.
Use different
approaches and be sure to target some of the spots
where young people congregate.
3. Getting frustrated? Well, it's time to sit back and let
someone else do the work for you. Make calls to your
local TV news station and let them know about the flyers
you just saw stapled to telephone poles around the park
or shopping plaza. Write to the
local newspapers and anonymously let them know how
outraged you are since you found a leaflet on your car
windshield at the
supermarket. Send them the leaflet you found just in
case they want to reprint it in their paper, which they
sometimes do.
4. Work with a reliable friend or two. Why do all the
work yourself? Builds a sense of fellowship and keeps
everyone
focussed on activism. If your comrades are the meek
type and would prefer not to be active, then ask them to
finance your venture.
5. Don't get discouraged too easily. Yeah, you might
only have
a miniscule success rate at first, but like any investment
it will
compound over time if you stick with it.
Bjarni
04-09-2002, 04:46 PM
#5
whiteknuckles
Forum Member
Join Date: Mar 2002

Location: further upstream,
near the source
Posts: 241
a few of my ideas ...

1. white events - nascar , hockey games , polor bear
clubs etc. - any white event
2. schools - many white kids already feel alienated , this
is the next generation and the battle line is here - the
jews know this
3. construction sites - white working class males - hit
the bathrooms of porta potties so when they are alone
staring at the wall they have something to read
4. Make your own tapes / cds - hand out to white kids
5. Make your own stickers - you can get sticker paper at
walmart and use home computer to make them
6. use floppy disks to distribute numerous pamphlets
and information - again make your own - put a label like
"facts every patriot or whiteman should know"
7. VFW's , Mens clubs , Bars in white areas - dont
underestimate the older generation ,many of them
already fought once and they influence their children
and grandchildren
8. include refrences to books , websites and
organizations in the above
9. face to face so you can answer questions , be vocal in
public even if your just discussing current events at a
resturant or bar
10. Racial charged incidents , get out there and do your
thing while tensions are fresh
11. graffiti - this is war - bridge overpasses , high profile
signs , anything and anywhere that will makes whites
think
I am looking for a way to get stickers to stay put ,

anyone have a recipe or idea here please post it , I
thought about shelac or some kind of glue coating so
the sticker cannot be scraped, torn off or mutilated
Flyers the most effective form of advertising

Written by GFK
Flyers the most effective form of advertising

Results of the GfK survey POS measures in the hypermarket on advertising in the German retail sector
Nuremberg, September 18, 2006 Purchasing decisions of seven out of ten consumers are influenced by flyers
and leaflets. To promote sales, store managers also particularly like using sampling campaigns with promotional
teams. These are the results of the survey "POS measures in the hypermarket for which GfK Panel Services
surveyed store managers and consumers throughout Germany in summer 2006.

Flyers and leaflets specifically highlighting the latest special offers are the most effective form of sales promotion
at the point-of-sale (POS). 71% of consumers stated that their purchasing decisions were guided by this type of
pamphlet. Four years ago the number was slightly higher at 74%. However, it is not just at the POS that flyers
reach consumers. Currently, four out of five German consumers regularly receive flyers through the post. Not
even one in ten throw them away immediately and for the majority of consumers, these pamphlets serve as the
basis for their next purchasing decision, the targeted search for special offers or for information on current offers.
The influence of samples given away in-store has risen sharply. In 2002, less than one in three considered
samples and trial packages as relevant to their purchase, while today almost half of all consumers are convinced
by this form of advertising.
Consumers prefer POS measures with additional benefits
Most POS measures appeal equally to younger and older consumers irrespective of gender. There are bigger
differences when it comes to campaigns featuring promotional teams, store announcements and sales radio
programs as well as on-packs, which men tend to be noticed more by men than by women. By contrast, flyers
and leaflets are more popular with women than men. People aged 50 and over pay more attention to promotional
teams than younger consumers do. However, younger consumers are generally considerably more influenced by
POS measures. In principle, consumers like special offers which offer an additional benefit when the product is
purchased or which strengthen the benefit of the product purchased.
Manufacturers rely particularly on sampling campaigns
This is also the reason why sampling campaigns are the measure most frequently employed by manufacturers
regardless of their purchase relevance. Promotional teams have already been on site in 97% of stores this year.
With coverage of 98% of retail outlets, the deployment of external sales teams was slightly more frequent in 2002.
Compared to the prior year, the use of decorated merchandisers and displays has considerably declined. In 2002,
the highlighted placement of goods was still the second most common POS measure at around 97%. This year,
the use by manufacturers of special displays to highlight their products on the shelves amounted to only 90%.
Consequently this measure has slipped to number 5 in the frequency table.
By contrast, coupons and discount vouchers are recording a real boom. In 2002, this type of measure was used
by around half of manufacturers. In 2006, three quarters are employing such loyalty campaigns to promote sales
of their own products.
The survey
1,465 consumers and 252 store managers in German hypermarkets and self service department stores
representing a wide range of retailers were surveyed in face-to-face interviews in May and June this year for the
"POS measures in hypermarkets survey. The main topic of the survey is the use, awareness and evaluation of
POS measures. In addition, the survey also asked which manufacturers were using advertising measures at the
POS, what customers thought of these and whether the advertising measurers motivated consumers to purchase
the goods.
The GfK Group
The GfK Group is the No. 4 market research organization worldwide. Its activities cover five business divisions,
Custom Research, Retail and Technology, Consumer Tracking, Media and HealthCare. In addition to 13 German
subsidiaries, the Group has over 130 subsidiaries and affiliates located in more than 70 countries. Of a current
total of over 7,700 employees, 80% are based outside Germany . For further information, visit our
website: www.gfk.com.
How To Write Effective Adverts And Flyers That Will

Attract Clients To Your Practice Like A Magnet!
WARNING: This guide may cause you to completely re-evaluate how you
promote your practice.
Before we get into the nitty-gritty, what is an EFFECTIVE advert or flyer?

Quite simply, its one that gets a response! And gets you clients!
My goal in this short guide is to give you some hints and tips to make your
communication to your prospective clients as effective and persuasive as
possible.
You will get the most out of this guide if you take action as you read
CONTENTS
SOAP...........................................................3
Headlines .....................................................5
Benefits ........................................................7
Offers............................................................8
Summary......................................................9
33 Tested Headline Formulas That Work..10
Free Offer..... 11
What Therapists Say About Working With
Pete Dickson.... 12
2006 Pete Dickson Page 2
www.PeteDickson.comSOAP
Soap is a daily part of our lives. Its useful, necessary and we take it for
granted.
To write really effective adverts and flyers, you will also need to use SOAP!
Let me explain
When most therapists sit down to write an advert or flyer they think about
their
qualifications, their location, their experience, their rates. In fact, they think
mostly about themselves.
Effective adverts and flyers, however, need to answer the fundamental
question that, most of the time, people are asking themselves. And thats
the
question, Whats In It For Me?. In other words, effective adverts and flyers
come from thinking about your prospective client.
Unless your advert or flyer reaches out and addresses an exact and specific
need of a prospective client, more often than not it just wont get read. And
an
unread flyer has no chance of being effective!
Which is where SOAP comes in
Clients come to you because they have a problem. So, when you sit down to
write your next advert or flyer, remember that you are the:
Solver Of AProblem.
Your advert or flyer should then communicate, as far as your prospective
client is concerned, how and why you are the best person to solve his or her
particular problem.
Another advantage of using SOAP is that it will enhance your positioning in
your market place by helping to create the perception among your
prospects
of you being a specialist and not just a generalist.
And remember, specialists can charge more!
www.PeteDickson.comAction Step: Use the space below to write down all of
the different
problems and pains your prospective clients may face that
your skills as a therapist can help them solve.
Dont stop until youve got at least 20.
Done that? Good!
Now, pick just ONE of them. It might be one that you enjoy treating the most
or one that youve got most experience in treating, it doesnt matter. The
point
is that we are going to create an advert which communicates precisely to
someone who has that problem or pain, that help is close at hand.

www.PeteDickson.comHEADLINES
We now come to what is, hands down, THE most important part of your
advert or flyer. The headline.
How important? Well, to give you an idea, at least 50% of the time you
spend
on a new advert or flyer should be spent on the headline.
Why?
Because if you want your advert or flyer to stand the remotest chance of
getting more than a cursory glance, its headline needs to broadcast clearly,
plainly, directly and persuasively that the reader has something to gain from
continuing to read on.
A powerful headline will speak to the self-interest of your prospect and peek
their curiosity enough to make them want to find out more.
Let me give you an example
Say I have decided to write an advert to communicate I can help people
cope
with the death of a pet.
Which headline do you think would prompt a prospect to find out more?
Psychotherapy To Help You Heal
Joe Blogh, MSc PTSTA MPracNLP
or
Has your beloved pet recently died?
Im not saying that you can only ever promote your practice by talking
about
solving only one particular problem.
What I am saying is that, to be REALLY effective, any advert or flyer must
only talk about solving one particular problem. You can easily establish
multiple sources of new clients by creating different adverts or flyers to
appeal
to people with different problems.

www.PeteDickson.comAn easy way to remember it is that any ONE advert or
flyer exists solely to
communicate a single, exact MESSAGE to a particular, defined and targeted
MARKET (i.e. people who have a particular problem). The only generic
content should be your name and contact details!
Action Step: Use the attached sheet of proven, tested headline formulae
to help you brainstorm at least 30 (yes, thirty!) headlines for
the problem you selected on page 2. Again, use the space
below.
www.PeteDickson.comBENEFITS
Another thing you can do to improve the effectiveness of your adverts and
flyers is to communicate the benefits your prospective clients can expect to
receive from coming to you to get their problem solved.
Benefits are best communicated in a simple, bulleted list.
It is important you communicate about benefits and not just features,
though
its a common mistake. If what youve written does not help a prospective
client answer the question, Whats in it for me?, or makes them say, So
what!, the chances are youve written a feature and not described a
benefit.
An easy way to fix this is to add which means to the end of a feature
statement. e.g. Were open until 9pm on Tuesdays and Thursdays WHICH
MEANS you never have to miss an appointment because youre working
late.
Action Step: Brainstorm below at least seven distinct benefits a
prospective client will receive from coming to you to get
their problem treated.

www.PeteDickson.comOFFERS
The last tip I shall give you in this guide is to encourage you to incorporate
an
offer in all your advertising and promotional material.
In fact, EVERY marketing piece that you have, even your Yellow Pages ad,
should have some type of offer.
Your powerful headline will have captured a prospects attention; and the list
of benefits has told them theyve got a lot to gain from coming to see you.
An offer should make it a no-brainer for them to pick up the phone, visit
your
website or email you whatever it is you want your prospect to do.
The offer could be a free visit, a discount, a special programme, a free
report
that gives them valuable information, for example.
Quite simply, any advertisement that doesn't make an offer is simply trying
to
create a brand or an image in the marketplace and is an absolute waste of
your time and money.
As a side note, the more irresistible you can make the offer, the better the
response will be to your advert or flyer.
Action Step: Brainstorm below at least three offers you could include in
your advert.
www.PeteDickson.comSUMMARY
If you take nothing else away from this guide, I can guarantee you will start
to
get better responses to your adverts and flyers if all you do is think about
SOAP and focus your communication to a particular market, or group of
people who have the same problem.
Combine this with powerful headlines, compelling benefits and irresistible

offers and you will create floods of new clients to your practice! Any time
you
want more clients, just focus on a different problem and create an effective
advert or flyer.
In a short guide like this, theres an obvious limit to how much can be taught
and taken in! Weve not looked at:
five ways to craft an effective offer;
the ONE thing you should ask your existing clients, to dramatically
improve the response to your marketing literature;
three keys to a successful direct mail campaign;
14 tips to make sure the copy or text in your advert works;
the one thing you can do to every offer that will make it
irresistible;
the four types of marketing, and the only one you should use to
promote your practice.
And thats just for starters, though its probably a bit too much to take in all
at
once!
To get you started, included with this guide is a free offer coupon
redeemable against the critique and improvement of any single printed
piece;
brochure; flyer; direct-mail piece; advertisement or similar promotional
material. This service normally costs 50.
Dont delay though. Its only valid for 30 days!
Pete Dickson inspires and empowers therapists to create their
dream business. Do you have the practice you deserve?
Visit www.PeteDickson.com to find out more.
www.PeteDickson.com33 Tested Headline Formulas That Work1
1. Begin your headline with the word "Introducing"

2. Begin your headline with the word "Announcing"
3. Use words that have an announcement quality
4. Begin your headline with the word "New"
5. Begin your headline with the word "Now"
6. Begin your headline with the words "At last"
7. Put a date in your headline
8. Write your headline in a news style
9. Feature the price in the headline
10. Feature reduced price
11. Feature a special merchandising offer
12. Feature an easy-payment plan
13. Feature a free offer
14. Offer information of value
15. Tell a story
16. Begin your headline with the words "How To"
17. Begin your headline with the word "How"
18. Begin your headline with the word "Why"
19. Begin your headline with the word "Which"
20. Begin your headline with the words "Who else"
21. Begin your headline with the word "Wanted."
22. Begin your headline with the word "This"
23. Begin your headline with the word "Because"
24. Begin your headline with the word "If"
25. Begin your headline with the word "Advice"
26. Use a testimonial-style headline
27. Offer the reader a test
28. Use a one-word headline
29. Use a two-word headline

30. Use a three-word headline
31. Warn the reader to delay buying
32. Address your headline to a specific person or group
33. Have your headline ask a question
34. Offer benefits through facts and figures
1
with reference to Tested Advertising Methods by John Caples, revised by
Fred E. Hahn
www.PeteDickson.com 2006 Pete Dickson Page 11
www.PeteDickson.comWhat Therapists Say About Working With Pete Dickson
Pete gives you a different perspective on marketing your practice.
Sukie Gadhary, Reflexologist
Peter gave me some valuable marketing information and made me really
think
about powerful selling techniques.
Elaine ONeill, Aromatherapist
Peter's seminar was thought provoking and stimulating. It gave both myself
and my students a whole new insight into how to market therapies. Without
doubt I will be booking Peter to present to future students. His seminars are
an absolute asset to any therapy course.
Andrea Daly IIHHT ITEC
Complementary Therapy Lecturer
Henley College Coventry
I enjoyed the session and found the headlines we produced very helpful. It
was very informative about the different ways you can advertise yourself. It
was very useful for learning some of the best ways to draw peoples
attention
to your advert and attracting the type of client you want.
Angela Freel, Therapist

I left the session feeling positive. It was very helpful and I got some good
ideas. Pete makes you think whats effective in advertising and promoting
yourself.
Sylvia Medforth, Trainee Therapist
Pete was easy to understand, approachable, warm and friendly. There was
good group participation and he gave encouraging feedback. I found the
individual word pointers to advertise the most useful.
Judy Best, Reflexologist
www.PeteDickson.com
This article needs additional citations for verification. Please help improve
this article by adding citations to reliable sources. Unsourced material may
be challenged and removed. (February 2007)
Keyword advertising refers to any advertising that is linked to specific words or phrases.
Common forms of keyword advertising are known by many other terms including pay per
click (PPC) and cost per action (CPA). There are multiple variations each starting with "pay per"
or "cost per" such as pay per action (PPA), pay per cost (PPC), cost per mille (CPM).
It is believed that Yahoo! first made available targeted keyword advertising to its customers. In
1996, Chip Royce, head of online marketing for InterZine Productions of Boca Raton, Florida,
approached Yahoo!'s sales agent (Flycast Communications) suggesting ads around keyword
results to provide a more effective, targeted advertising within Yahoo!'s search results. Yahoo!
obliged placing targeted ad banners when the keyword "Golf" was searched by Yahoo! users.
Yahoo! later turned this opportunity into a formal marketing program for its entire customer base
and promoted this in a July 1996 article in the now defunct 'Internet World' magazine.
Google AdWords is the most well-known form of keyword advertising. Google displays search
ads specifically targeted to the word(s) typed into a search box. These keyword targeted ads
also appear on content sites based on Google's system's interpretation of the subject matter on
each page of the site. This is known as contextual advertising.
Other search engines offering keyword advertising include Yahoo! Search Marketing, Microsoft
AdCenter, Looksmart, Miva (FindWhat and e-Spotting are now part of Miva), and many others.
A less common type of keyword advertising hyper-links individual words within the text of a page
to small pop-ups displayed by mouseover. Advertising of this type is offered by Kontera, Vibrant
Media, and LinkWorth. Kontera's version is named ContentLink, Vibrant Media's version is
called IntelliTXT and LinkWorth's version is called LinkWords. They refer to their product as intext placement. Advertisers choosing to test this type will want to exercise moderation to
increase Internet user acceptance.
Pixel advertising, popularized by The Million Dollar Homepage is another type of keyword
advertising. In pixel advertising, graphic advertising space is sold on a site. Often advertisers
are charged per pixel, with a minimum of 10 by 10 pixel blocks. With keyword advertising,
advertisers buy a text link on an advertising site. When the advertising space is sold out, a
"word cloud" is formed, with an apparently random group of words, each linking to another
internet site. Two of the first keyword advertising sites were 500words.com and
awordsworth1000pictures.com, which were launched in mid-2006.
Keyword advertising is based on a principle of search engine optimization, which states that
the anchor text of incoming hyperlinks to a site will cause search engines to associate the site
with that term and improve the site's search engine ranking for that keyword.
Trademark issues[edit]
There have been a number of trademark infringement cases brought by brand owners and
companies concerned with how other keyword advertisers used their trademarks or brands in
pay-per click or keyword advertising. Courts in the U.S. and around the world have been slow to
issue clear guidance on the issue of whether use of trademarks as keywords constitutes
trademark infringement. This lack of guidance, however, may be partially due to the fact that the
majority of keyword advertising cases are settled out of court and do not proceed to trial. This
leaves courts unable to make legal decisions on issues brought in these cases. As a result,
there are still many unanswered questions on the issue of whether the sale or purchase and use
of a trademark as a keyword to trigger Internet advertisements is trademark infringement. [1]
See also
Measuring Advertising Effectiveness

A customer who doesn't know much about your business, or doesn't even know it exists,
won't purchase your products or services. Public relations campaigns can help get you in
the public eye, but for most businesses, effective advertising is critical. But effective
advertising means more than simply spending large amounts of money on a variety of
advertising media. Your overall goal is to receive a real, measurable return on your
investment. A secondary, but just as important goal is to analyze the effectiveness of
different types of advertising; that way you can ensure that each advertising dollar is spent
wisely.
The process of measuring advertising effectiveness starts with a simple formula: Return on
Investment.
Return on Investment (ROI) evaluates cost against return. (While ROI can be used to
evaluate advertising expenditures, it can also be used to evaluate any type of investment,
improvement project, process redesign, etc., virtually any situation where money will be
spent and a return on that spending is expected.
Here is the formula:
ROI
(R CI ) / CI X 100
Gross Margin (Sales Revenue-Cost of Good Sold)
CI
Cost of Investment
The result is a ratio; the higher the ratio, the better the return. For example, say you decide
to run a new direct mail campaign. You print 4,000 postcards and mail them to potential
customers; the total cost of printing and mailing is $2,000. As a result of the campaign you
generate $9,500 in sales and $5,000 in Gross Margin. Simply do the math:
$5,000 - $2,000 = $3,000; $3,000 / $2,000 = 1.50, or 150%. Your ROI on the direct mail
campaign was 150%.
Other factors may have come into play. If your postcards advertised customers a discount
on a specific item, the discount will have affected your total profit level on the sales of those
items. But that is okay, especially since you generated increased revenue, (more total
sales) and hopefully some of your new customers purchased other items as well. That's
why evaluating advertising effectiveness can become somewhat subjective; other financial
factors do come into play.
Another variable that makes evaluating advertising effectiveness difficult is utilizing different
types of advertising media. For example, say this month you run a television ad, three
newspaper ads, and run one direct mail campaign. How can you determine the return
generated by each type of advertising?
Possibly you don't care. You may simply decide to measure the program's overall
effectiveness. In that case, add up all the costs of advertising, determine your total sales,
and calculate ROI. On a one-month basis you won't learn much; evaluated over time you
will be able to see trends: whether your return is increasing, decreasing, or staying flat.
A better way is to tie specific items or activities to specific forms of advertising. Your
television ads may be a general awareness ads designed to increase market awareness.
Newspaper ads are typically used to spread the word about specific sales or product
offerings. Direct mail pieces should target a specific item or service and call for a direct
response.
Say you run a lawn care business and produce a direct mail flyer advertising a 10%
discount for customers who sign-up for a seasonal lawn care program. Measuring the
effectiveness of the flyer is relatively simple: just keep track of the number of customers
who call in response and evaluate the revenue generated against the cost of the flyer. You
can do the same with newspaper or television ads: include information about a specific
item, service, discount or sale and then measure the increase in activity against the
expense.
Imagine you run a retail store and decide to place a large ad in the newspaper. You provide
an overview of your store, but you also mention that you are running a "10% Off Everything
in the Store" promotion this weekend. At the end of the weekend, compare your total sales
for that period against sales on non-promotional weekends; the difference is, in large part,
the result of the newspaper ad you placed. Then calculate ROI.
Say you spent $1,500 to place the advertisement. On a "normal" weekend, your store does
$6,500 in sales. This weekend you did $11,500 in sales. While other factors may have
come into play, you could easily assume that the additional $5,000 in sales was due to the
ad you ran in the newspaper. Assume the Gross Margin on these additional sales was fifty
percent, or $2,500. To calculate ROI: $2,500 - $1,500 = $1,000; $1,000 / $1,500 = 0.66, or
66%. Your ROI for the campaign was 66%. (In essence, you received $0.66 in profit after
every advertising dollar you spent, which is a good return on investment.)
The key to evaluating advertising effectiveness is to work hard to determine where sales
and revenue originated, at least in terms of the advertising you place. If you run three types
of advertisements, all featuring the same products or discounts, simply add the total of your
advertising spending together. If you wish to evaluate television, radio, print, etc.,
advertising separately, try to tie unique items to each type of advertising so you can
determine the impact of each method. It's not as hard as you think, especially if you ensure
that most of your advertising messages include a direct call to action. Otherwise why spend
the money on advertising in the first place?
Effective Flyer Advertising

By Michael Wolfe, eHow Contributor
Share
Print this article
One popular method of print advertising, particularly among small businesses, is

the distribution of flyers. Flyer advertising presents a number of advantages. For
example, flyer advertising is relatively low cost, with a low price for production
and dissemination. In addition, flyer advertising can be targeted to specific
recipients in a way that certain mass marketing methods cannot. Yet, the
effectiveness of a flyer advertising campaign can vary greatly depending on a
number of factors related to the flyers' design and distribution.
Other People Are Reading
The Best Ways to Advertise With Business Cards & Flyers
Marketing Flyers Advantages & Disadvantages
1.
o
Design
One of the most important elements of a flyer advertising campaign
is the design of the flyers themselves. In order to succeed, a flyer must be both
legible and visually interesting. While a flyer's design need not be sophisticated or
fancy, it should, like other print ads, catch the readers' attention and transmit a
message to them. A poorly designed flyer will confuse readers or cause potential
readers to ignore it.
Targeting Recipients
o
When flyering, a business should consider what clients it wishes to

target. Flyers can be distributed in several different ways, including through the
mail, by handing them out to pedestrians, or by placing them on a person's
property. Before flyer advertising, a business should outline who it wants to read
the message. Sometimes, the answer may be as simple as "people who live and work
near the store." In this case, the business might want to hand flyers out to people on
nearby streets.
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Annoyance Potential
o
One hazard of flyer advertising is that some potential customers may

consider the receipt of flyers an unwanted annoyance. For example, an individual
who receives flyers under the door of his house or in the window of his car may feel
negatively toward the company that placed them there. This can create the opposite
effect for the advertising business. To guard against this, the company should
attempt to gauge how welcome the flyers are, so as to minimize the annoyance of
potential customers.
Considerations
Businesses also must give some thought as to whether flyer

advertising is a marketing technique that fits with the product or service they wish
to advertise and to their image as a company. Flyer advertising is simply not
appropriate for some businesses. For example, an exclusive nightclub may work
against its own image by handing out flyers. By contrast, a lawn care business may
find the flyer advertising of houses with large lawns a terrific method of reaching
potential clients.
Read more: http://www.ehow.com/info_7804801_effective-flyeradvertising.html#ixzz2ZWfxk8Ff
11 claves para hacer anuncios de

publicidad como los de Apple
Los anuncios de Apple son toda una oda al minimalismo. En ellos el producto es el absoluto protagonista,
pero las palabras desempean tambin un papel clave. Y es que la empresa de la manzana, adems de
maestra del diseo, lo es tambin del copywriting. Kissmetrics enumera a continuacin las once
tcnicas que utiliza Apple para escribir textos que enamoran al consumidor:
1. Centrar la atencin en una nica y gran idea
En los titulares de sus anuncios online y offline, reserva todo el protagonismo a una nica y gran idea: sus
propios productos (el iPhone 5, el iPad, etc.).
2. Fomentar la legibilidad de los textos con frases breves y rotas
En publicidad, las frases cortas funcionan siempre mejor que las largas. Por eso, Apple no tiene miedo de
romper frases para convertirlas en algo ms breve. Muchas de las frases de Apple comienzan, de
hecho, con las conjunciones y y pero. Son frases rotas, pero son breves y por eso funcionan.
3. Fabricar frases memorables de la mano de las rimas, la repeticin y de la sonoridad de las
palabras utilizadas
La compaa de Mountain View es toda una experta fabricando frases sonoras que se quedan
literalmente grabadas en la memoria del consumidor: Everything you need. Everywhere you go, The
thinnest, lightest, fastest iPhone ever, Resolutionary.
4. Reforzar la credibilidad de la marca echando mano de detalles tcnicos
En sus textos publicitarios, Apple incluye datos y cifras para hacer hincapi en la calidad y en el carcter
nico de sus productos.
5. Fascinar a la audiencia con historias
Las historias son una poderosa herramienta de copywriting y Apple lo sabe. Para presentar en sociedad
los nuevos auriculares del iPhone 5, la empresa de la manzana narr, por ejemplo, una fascinante historia
sobre la manera en que sus ingenieros dieron a luz este nuevo producto. Los nuevos earPods de Apple
fueron probados por ms de 100 sujetos sometidos a situaciones de extremo calor y fro mientras
practicaban deporte en un gimnasio. Con esta historia, Apple consigui que sta cobrara vida en la mente
de sus clientes y se convirtiera en algo memorable.
6. Persuadir al consumidor mediante los problemas
A veces, la mejor manera de convencer al consumidor de las bondades de un producto es presentarlo
como la solucin a sus problemas. Esto es lo que hace, por ejemplo, Apple en el anuncio en que
promociona la funcionalidad del nuevo iPhone 5 para amortiguar el ruido de fondo durante las
conversaciones telefnicas.
7. Utilizar analogas para describir la calidad del producto
La calidad es un concepto abstracto, por lo que Apple se vale a menudo de las analogas para convencer
al consumidor de la calidad de sus productos. Por eso, compara, por ejemplo, el nivel de precisin con
que est fabricado el iPhone 5 con el de un sofisticado reloj, o asegura que utilizar FaceTime es como
hablar con una persona que se encuentra dentro de la misma habitacin.
8. Despejar una por una las posibles objeciones del consumidor potencial del producto
Antes de crear sus anuncios, Apple se preocupa de investigar cules son las posibles objeciones del
consumidor potencial de sus productos para despejar despus una por una cada una de ellas.
9. Animar al consumidor a adquirir la ltima versin de un producto comparndola con versiones
anteriores del mismo producto
A los clientes de Apple les gusta estar a la ltima, en gran parte porque la compaa no se cansa de
comparar en sus anuncios las ediciones anteriores de sus productos con las ms nuevas. De esta
manera, al cliente no le queda ms remedio que rendirse a la evidencia y comprar el producto ms
novedoso.
10. Cautivar a la audiencia con palabras poderosas
En sus anuncios, Apple utiliza expresiones poderosas como t, nuevo y completamente nuevo y se
vale de palabras que ayudan al consumidor a imaginar de una manera vvida sus productos.
11. Crear llamadas a la accin realmente persuasivas
Apple crea en sus anuncios llamadas a la accin que el cliente simplemente no puede rechazar porque le
explican con minuciosidad todos sus beneficios.
Marketing Directo
The 10 Most Powerful Words in Advertising

Discover the 10 Words That Bring You Results
By Paul Suggett, About.com Guide
See More About:
power words
selling words
powerful phrases
top 10 list
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entertainment on Web in English
Advertising has changed a lot of the decades, but certain words are as powerful today as
they were so many years ago. In fact, the psychology department at Yale University studied
many words in the English language and discovered the following to be the most powerful,
especially when trying to sell or persuade. Here then are the 10 words you should always
consider using in your campaigns; and if you've been paying close attention, you'll realize
three of them are actually in the headline and subhead of this article. Oh, and there are a few
words missing from this list that may surprise you. We'll get to that at the end.
The Advertising Power Words List, in Ascending Order:
10: NEW
We all want new, even if it's not really all that new in reality. We want the next new phone
model (which is why lines for the latest iPhone (see Trends in Mobile) span the block, despite
having very few upgrades). We want new cars, new clothes, new shoes, new tastes, new
smells, and we're willing to pay for it. Personally, I think NEW should be higher up on the list.
It's a very powerful word that you will see in advertisements and promotions on a daily, if not
hourly, basis.
9: SAVE
Hands up if you don't want to save time or money. Exactly. Saving money is something that
99% of us want to do. Even the richest of the rich want deals, they just get them on more
expensive purchases. If you can genuinely promise to save someone some money, you'd be
foolish not to point this out. Of course, HOW you talk about it is just as important as what
you're talking about. Do it wrong, and you will come across as either a pile-it-high-sell-itcheap merchant, or untrustworthy. And as for saving time, well, time is money, which brings
us right back to something we all want to save.
8: SAFETY (or SAFE)
A viscous Nazi, played so well by Sir Laurence Olivier in the movie Marathon Man, asks over
and over - "is it safe?" We demand safety from our products. We want to know that our
investment is safe, or that our children are playing with toys that meet the highest safety
standards. We want food that has been inspected, and we want safe choices in clothing and
shoes. Now, the question then becomes how to talk about safety. Sometimes, it will be
something that naturally comes up, such as baby products or items that are designed to
provide safety. But sometimes saying the word "safe" can be negative, as it brings up an
issue that is considered a no-brainer. For instance, "our burgers are 100% safe to eat." Well,
why wouldn't they be? What's the deal? What are you saying? So, be careful with its usage.
7: PROVEN
When you have a brand new product, not a new version of an existing product, there's a
hump that you need to get over. It's basically "buyer beware," because the customer is
dealing with an unknown. They can wait to see what the reviews on the product or service
are, or they can ask friends and relatives. But one way to get over this hump is to provide the
proof yourself. For instance, a famous cat food brand often used "8 out of 10 cat owners who
expressed a preference said their cats preferred it." Wow, 8 out of 10. Must be good, it's
proven. I'll try it. As Seen On TV products also do this well, with product demonstrations that
prove a point. So, don't just say it, prove it.
6: LOVE
This one has multiple meanings. You can be "in love" with something (like new shoes) or you
can "love" how well something works or performs - "I love how white it gets my whites."
Either way, love is a strong word. Of course, you must be judicious in its use. It's one thing to
say "you're going to love the way it smells" when talking about a perfume. It's quite another
to say "you will instantly fall in love with our toilet cleaner." Really? No one falls in love with a
toilet cleaner (unless, of course, it's part of a very tongue-in-cheek campaign). Remember,
love may work well, but don't lay it on too thick.
5: DISCOVER
Did you notice this one in the headline? Maybe you did, maybe you didn't. But it's a prompt
that advertisers use to say, "you're going to get something out of this, it's worth your time to
keep reading." Or when it comes to product packaging, it's worth trying. Discover is a
promise of something more to come. Like unwrapping a gift on your birthday, discoveries
always bring a sense of excitement and adventure. And any time you evoke those fond
childhood feelings, you're on a winner.
4. GUARANTEE
This word is a safety net. Just think of the way you use it in everyday life, and you'll see it's
power. "I guarantee I will be home by 5pm" is your way of removing any doubt. "I guarantee
to pay you back tomorrow" is an unbreakable promise to make (even though it doesn't
always work that way." In advertising, a guarantee is a promise made by a corporation to a
consumer, and it's seen as solid. Whatever you do, only use it if you can absolutely back up
that guarantee, or your credibility is done. Money-back guarantees are particularly powerful
because you remove the risk from trying a new product. And if you're worried about going
broke, don't be. Invariably, only a very small percentage of people are so annoyed by a
product that they will ask for a refund; and the time it takes to mail off the information is
usually too much trouble for them.
3. HEALTH -- Especially powerful when it applies to a product.
This is used a lot these days, and not just when talking about physical health. Perhaps the
most commonly-used variation is "improve your financial health," and it works because we all
know what good health is. If you can make a promise of good health, be it in a food, service
or something else, you are doing well. But again, don't abuse the word. KFC did this when
promising their "healthy" Kitchen Fresh Chicken. The consumer is gullible sometimes, but not
often, and not to that degree.
2. RESULTS
Another word used in the headline of this piece, results is a word that also means success.
And this word is powerful because it's a promise that helps you rationalize the purchase. "Oh,
well if this gets results, it must be worth it." If you "guarantee results" you've just upped the
ante. We all want results, whether it's from a household cleaner, our bank manager or
thePresident of the USA. If they deliver, you feel satisfied. If they don't, well, don't expect reelection.
1. YOU
Still number one after all these years, and with good reason, YOU is the most powerful word
in advertising for a reason - it's personal. Let's talk about you. You are interesting, and you
find yourself interesting. Let's be honest, when it comes to you, you're all ears. If I make a
promise to make people rich, you may be interested. If I promise to make YOU rich, that's a
different story. You is a word that must be used when talking to your customers, because
that's who you're addressing. And when you do that, you're talking about a person's favorite
subject. It's so powerful, many writers (especially in direct response) will not use
a headlineunless it has you in the title. I wouldn't go that far, but you is definitely something
that YOU should always consider.
And the missing words? FREE and SEX.
They are still considered to be two of the most powerful words in the English language, but
when it comes to advertising, they have been abused so much that they have fallen out of
favor with consumers. After all, when was the last time you saw FREE and it really meant
FREE? Isn't is usually followed by an asterisk and about ten pages of terms and conditions?
And as for SEX, well, it may prompt you to read an article or watch a movie, but in advertising
it's far better to use sex appeal, and sexual imagery, than the actual word.
100 most powerful words to use in ads

absolutely ~ advice ~ amazing ~ attention
bargain ~ believe ~ benefit ~ best ~ budget ~ buy
call ~ challenge ~ choose ~ cost ~ compare ~ complete
convenient ~ confidential
delivered ~ dependable ~ development ~ direct ~ discount
discover ~ drastically
easy ~ endorsed ~ excellent ~ exciting ~ exclusive ~ expert
extra
fabulous ~ fact ~ family ~ fantastic ~ fascinating ~ fast ~ feel
fortune ~ FREE ~ fresh ~ full
gain ~ genuine ~ get ~ gift ~ gigantic ~ give ~ go ~ great
guarantee
have ~ health ~ help ~ helpful ~ honest ~ huge ~ hurry

incredible ~ important ~ improve ~ informative ~ interesting
introducing ~ invited
knowledge ~ keep
largest ~ latest ~ learn ~ lifetime ~ limited ~ love ~ look ~ low
magic ~ miracle ~ modern ~ more ~ most
need ~ new ~ now ~ news
offer ~ open ~ opportunity ~ outstanding
please ~ personalized ~ popular ~ powerful ~ practical ~ price
professional ~ profitable ~ promise ~ protect ~ proven ~ proud
qualified ~ quality ~ quick
rare ~ ready ~ real ~ recommended ~ redeemable ~ reduced
referred ~ refundable ~ relax ~ reliable ~ remarkable
responsible ~ reputation ~ results ~ reward ~ revolutionary ~ rich
rush ~ right
satisfaction ~ save ~ safety ~ secret ~ secure ~ security
selected ~ self-confidence ~ sensational ~ service ~ simple
smart ~ special ~ start ~ startling ~ successful ~ superior
surprise ~ support
take ~ terrific ~ tested ~ today ~ tremendous ~ trust ~ try
ultimate ~ unconditional ~ understand ~ unique ~ unlimited
useful
valuable ~ vast
wanted ~ warranty ~ wealth ~ welcome ~ win ~ wise ~ wonderful

you ~ youthful
100 Good Advertising Headlines (by Victor Schwab)

Many moons ago, one of the sharpest copywriters in the world wanted to drum up business
for his ad agency.
What did he do?
He created a massive, two-page
advertising spread of 100 headlines he
handpicked as the most instructive ever
written.
The copywriter was Victor Schwab and the
timeless compilation of headlines and
thumbnail analyses he put together are a
must for anyone serious about creating
great headlines.
Its worth reading theses headlines in their
original layout, so after youve scanned the
scrumptious headlines below, you can print
out the ad to keep on your desk for quick
reference.
100 Good Advertising Headlines (1megabyte PDF) This is a 3,000+ word ad, so if you choose to print it out, youll
need largerpaper or just use the magnifier in your PDF Reader.
1. THE SECRET OF MAKING PEOPLE LIKE YOU
Almost $500,000 was spent profitably to run keyed ads displaying this headline. It drew
many hundreds of thousands of readers into the body matter of a people-mover
advertisement one which, by itself, built a big business. Pretty irresistible, isnt it?
2. A LITTLE MISTAKE THAT COST A FARMER $3,000 A YEAR

A sizable appropriation was spent successfully in farm magazines on this ad. Sometimes
the negative idea of offsetting, reducing, or eliminating the risk of loss is even more
attractive to the reader than the prospect of gain.
As the great business executive Chauncey Depew once said, I would not stay up all of one
night to make $100; but I would stay up all of seven nights to keep from losing it. As Walter
Norvath says in Six Successful Selling Techniques, People will fight much harder to avoid
losing something they already own than to gain something of greater value that they do not
own. It is also true that they have the feeling that losses and waste can often be more
easily retrieved than new profits can be gained.
What farmer could pass up reading the copy under such a headline to find out: What
was the mistake? Why was it little? Am I making it? If it cost a farmer a loss of $3,000 a
year, maybe its costing me a lot more? Perhaps the copy will also tell me about other
mistakes I might be making.
3. ADVICE TO WIVES WHOSE HUSBANDS DONT SAVE MONEY BY A WIFE
The headline strength of the word advice has often been proven. Most people want it,
regardless of whether or not they follow it. And the particular ailment referred to is
common enough to interest a lot of readers. The it happened to me tag line, by a wife,
increases the desire to read the copy. (This ad far outpulled the advertisers previous best
ad, Get Rid of Money Worries.)
4. THE CHILD WHO WON THE HEARTS OF ALL
This was a key-result ad which proved spectacularly profitable. It appeared in womens
magazines. The emotional-type copy described (and the photograph portrayed) the kind of
little girl any parent would want their daughter to be. Laughing, rollicking, running forward
with arms outstretched, right out of the ad and into the arms and heart of the reader.
5. ARE YOU EVER TONGUE-TIED AT A PARTY?
Pinpoints the myriads of self-conscious, inferiority-complexed wallflowers. Thats me! I
want to read this ad; maybe it tells me exactly what to do about it.
As you go along, you will notice how many of these headlines are interrogative ones. They
ask a question to which people want to read the answer. They excite curiosity and interest
in the body matter which follows. They hit home cut through verbose indirectness. The
best ones are challenges, which are difficult to ignore, cannot be dismissed with a quick no
or yes and without further reading, are pertinent and relevant to the reader. Note how many
of the ones included here measure up to these specifications.
6. HOW A NEW DISCOVERY MADE A PLAIN GIRL BEAUTIFUL
Wide appeal; there are more plain girls than beautiful ones and just about all of them
want to be better looking.
7. HOW TO WIN FRIENDS AND INFLUENCE PEOPLE
This helped to sell millions of copies of the book of the same title. Strong basic appeal; we
will all want to do it. But without the words how to the headline would become simply a
trite wall motto.
8. THE LAST 2 HOURS ARE THE LONGEST AND THOSE ARE THE 2 HOURS YOU
SAVE
An airline ad featured a faster jet-powered flight. Headline is a bulls-eye for air-experienced
travelers who know what those last two interminable hours can do to their nerves and
patience. Like many fine headlines, it doubtless came right out of the personal experience
of its writer. This headline (and all the others discussed here) would have been good even if
it had not been supported by any picture at all. But its effect was heightened by a photo of a
wristwatch with the hour marks indicating 1 to 10 bunched together and 10, 11, and 12
stretched wide apart.
9. WHO ELSE WANTS A SCREEN STAR FIGURE?
Who doesnt? Except men and this successful and much-fun ad is not addressed to
them. Who else also has a get on the bandwagon connotation: not Can it be done? but
Who else wants to have it?
10. DO YOU MAKE THESE MISTAKES IN ENGLISH?
A direct challenge. Now read the headline back, eliminating the vital word these. This
word is the hook that almost forces you into the copy. What are these particular
mistakes? Do I make them? Also notice (as with many of the other headline reviewed) that
this one promised to provide helpful personal information in its own context, not merely
advertising talk.
The attraction of the Specific: In this first breather let us stop to impress upon your mind
how significant a part the specific plays in so many good headlines. It appears in many of
our first ten. And it will appear in a surprising number of the next ninety. You will see how
magnetically it helps to draw the reader into the body matter of an advertisement. So
notice, as you continue reading, how many of these headlines contain specific words or
phrases that make the ad promise to tell you: How, Heres, These, Which of these, Who
Else, Where, When, What, Why. Also, note frequently exact amounts are used: number of
days, evenings, hours, minutes, dollars, ways, types of. This attraction of the specific is
worth your special attention not only as relating to words and phrases, but also
concerning headline ideas themselves. For example, compare the appeal of Well Help
You Make More Money with Well Help You Pay the Rent.
The Sex Food So Potent Priests Were Forbidden To Eat It
11. WHY SOME FOODS EXPLODE IN YOUR STOMACH
A provocative why headline. Based upon the completely understandable fact that some
food combinations virtually explode in the stomach. Broad appeal. (Relevant picture of
chemical retort shaped like a stomach, starting to explode.)
12. HANDS THAT LOOK LOVELIER IN 24 HOURS OR YOUR MONEY BACK
Universal appeal to women. Result guaranteed: Or Your Money Back.
13. YOU CAN LAUGH AT MONEY WORRIES IF YOU FOLLOW THIS SIMPLE PLAN
Something everybody wants to be able to do. A successful keyed ad upon which many
thousands have been spent.
14. WHY SOME PEOPLE ALMOST ALWAYS MAKE MONEY IN THE STOCK MARKET
A profitable check-results ad selling a book written by a partner in a well-known and highly
regarded brokerage house. Important key words: some and almost which make the
headline credible.
15. WHEN DOCTORS FEEL ROTTEN THIS IS WHAT THEY DO
Whats the secret of the success of this well-known ad? First: the suggestion of a paradox.
We seldom think of doctors as being in poor health themselves. And when they are, what
they do about it is information right from the horses mouth; carries a note of authority and
greater assurance of reward for reading the ad. Note the positive promise of reward in
This Is What They Do.
Also, the use of the unabashed colloquialism feel rotten gets attention, sounds human,
natural. Besides, it has surprise value since the vocabulary of the advertising pages has
a certain sameness and stilted quality. Many a headline fails to stop readers because its
vocabulary is so hackneyed. No word or phrase in it has any attention-arresting element of
surprise, no words, expressions, or ideas not commonly used or expected in the headline
of an advertisement. This ad pulled only half the number of responses when a test was
made changing When Doctors Feel Rotten to When Doctors Dont Feel Up To Par.
(Other examples of the use of common colloquialisms and words are given, and
commented upon, in many of these good headlines.)
Since the idea of using headline words not commonly utilized in the lexicon of advertising is
worth such serious consideration, let us cite a few more examples. For a book on scientific
weight control: the one word Pot-Belly! (Not very elegant, but it proved an effective
stopper.) For a dictionary: a single word (onion, hog, shad, pelican, skunk, kangaroo, etc.)
as the boldface headline of each in a series of small-space advertisements. You couldnt
miss it on the page and you wanted to know what it was all about. The copy followed
through by illustrating how simple and clear the definitions were in that particular dictionary.
For a book of golf instruction: Dont Belly-Ache About Your Golf This Year!
16. IT SEEMS INCREDIBLE THAT YOU CAN OFFER THESE SIGNED ORIGINAL
ETCHINGS FOR ONLY $5 EACH
Anticipates the readers natural incredulity concerning such an exceptional bargain. Thus
helping to overcome his doubt in advance, by acknowledging the likelihood of it.
17. FIVE FAMILIAR SKIN TROUBLES WHICH DO YOU WANT TO OVERCOME?
Let me keep reading to see if I have one of the five. The old which of these selling
technique; not do you want? but which do you want? (Interrogative headline helps entice
readers into the copy. Note how many of these hundred are interrogative headlines.)
18. WHICH OF THESE $2.50 TO $5 BEST SELLERS DO YOU WANT FOR ONLY $1
EACH?
This keyed ad sold hundreds of thousands of books. Strong comparative-price bargain
appeal.
19. WHO EVER HEARD OF A WOMAN LOSING WEIGHT AND ENJOYING 3
DELICIOUS MEALS AT THE SAME TIME?
Another example of a headline which anticipates incredulity in order to help overcome it.
20. HOW I IMPROVED MY MEMORY IN ONE EVENING
This is the famous Addsion Sims of Seattle ad which coined that household phrase. Could
you escape wanting to read it?
21. DISCOVER THE FORTUNE THAT LIES HIDDEN IN YOUR SALARY
One of those good discover what lies hidden headlines. (Note others here.) A proven
puller for an advertiser offering sound securities on a pay out of income basis.
22. DOCTORS PROVE 2 OUT OF 3 WOMEN CAN HAVE MORE BEAUTIFUL SKIN IN 14
DAYS
Women want it. Why two out of three? Am I one of the two? How have doctors proven it?
Quick results are what I want.Only fourteen days!
How Many Words Should a Headline Contain? You have probably often read about the
desirability of having no more than a certain number of words in your headline. Yet, in this
second breather, we want to point out that many of the headlines already quoted (and
others to follow) are, by ordinary standards, quite long. Yet, despite their length, they were
successful. Obviously, it is not wise to make a headline any lengthier than its primary
function actually requires. However, greater-than-usual length need not worry you
provided the headlines high spots of interest are physically well broken up and clearly
displayed and provided the personal advantages promised to the reader are presented
so oppositely that it is almost as though his own name appeared in the headline. Worth
recounting is the story of Max Hart (of Hart, Schaffner and Marx) and his advertising
manager, the late and great George L. Dyer. They were arguing about long copy. To clinch
the argument Mr. Dyer said, Ill bet you $10 I can write a newspaper page of solid types
and youd read every word of it. Mr. Hart scoffed at the idea. I dont have to write a line of
it to prove my point, Mr. Dyer responded. Ill only tell you the headline: This page is all
about Max Hart!
23. HOW I MADE A FORTUNE WITH A FOOL IDEA
Paradoxes excite interest. Broad appeal: almost everyone has once had a pet
moneymaking idea that others have thought foolish and impractical. Sympathy for the
underdog: Whats the story of this man who turned the tables on the people who ridiculed
him?
24. HOW OFTEN DO YOU HEAR YOURSELF SAYING: NO, I HAVENT READ IT: IVE
BEEN MEANING TO!
A well-known book club has spent a great deal of money on this ad. Headline aimed
accurately at large market people who mean to keep up with the new books but
somehow never get around to it.
25. THOUSANDS HAVE THIS PRICELESS GIFT BUT NEVER DISCOVER IT!
What priceless gift? Why is it priceless? If thousands have it, perhaps I should have it
too. The undiscovered angle has great attraction. Legions of people are convinced that
they possess talents and abilities which others have never discovered. Consequently, their
world is unfortunately inclined to underrate or misjudge them.
26. WHOSE FAULT WHEN CHILDREN DISOBEY?
What parent wouldnt be stopped cold by this headline? Im the one whos probably to
blame. Its a distressing condition and, most important, a reflection upon me. Maybe this
ad tells me what to do about it.
27. HOW A FOOL STUNT MADE ME A STAR SALESMAN
What is the fool stunt? Why did people call it that? How did it transform this fellow? Id like
to be able to sell myself and my ideas even though selling may not be my vocation.) A
large expenditure was made profitably on this ad after its resultfulness had been proven.)
28. HAVE YOU THESE SYMPTOMS OF NERVE EXHAUSTION?
Everyone likes to read about his symptoms. The appeal is broad; the condition of nerve
exhaustion is common.
29. GUARANTEED TO GO THROUGH ICE, MUD OR SNOW OR WE PAY THE TOW!
If you offer a powerful guarantee with your product, play it up strongly and quickly in the
headline. Dont relegate it to minor display. Many products are actually backed up by
dramatic guarantees but their advertising does not make the most of them.
30. HAVE YOU A WORRY STOCK?
Perhaps this ad will tell me why I need not lose any sleep over it or how I can replace it
with one that will zoom.
31. HOW A NEW KIND OF CLAY IMPROVED MY COMPLEXION IN 30 MINUTES
Promises a desirable reward for reading. And the true experience of another person (with
something relevant to our own desires) is always interesting.
32. 161 NEW WAYS TO A MANS HEART IN THIS FASCINATING BOOK FOR
COOKS
Again, the attraction of the specific tied up with a strong basic appeal.
33. PROFITS THAT LIE HIDDEN IN YOUR FARM
Widely run in farm papers, with exceptional results. The hidden-profit ideas and the
suggestion of retrieving a loss.
34. IS THE LIFE OF A CHILD WORTH $1 TO YOU?
Trenchant headline for a brake-relining service. Strong emotional appeal: how the life of a
little child may be snuffed out by an accident due to your ineffective brakes.
35. EVERYWHERE WOMEN ARE RAVING ABOUT THIS AMAZING NEW SHAMPOO!
The colloquial: raving about. The success word: everywhere. (The increasing
popularity and sale of a product are adduced as evidence of its merit. Nothing succeeds
like success; and people love to climb on a bandwagon.) And the overworked amazing
still seems to have some power left.
36. DO YOU DO ANY OF THESE TEN EMBARRASSING THINGS?
Bulls-eye question. All of us are afraid of embarrassing ourselves before others: being
criticized, looked down upon, talked about. Which ten are they? Do I do any of them?
37. SIX TYPES OF INVESTOR WHICH GROUP ARE YOU IN?
This ad produced inquiries in large quantities. Investors reviewed the characteristics of
each of the six groups, as described in the ad, then inquired about a program designed to
meet the investment purposes of their particular group.
The Primary Viewpoint The Point of You Breather No. 3 is a short one because you
already know the lesson very well. But to stress its importance, let us point this out to you:
43 of these 100 headlines contain one of these actual words you, your, or yourself.
Even when the pronoun is first person singular (for example, How I Improved My Memory
in One Evening), the reward promised is so universally desired that it is, in effect, really
saying, You can do it, too! Thousands of words have already been written about the point
of you but let me remind you that, given a fountain pen, 96 percent of 500 college
women wrote their own names; shown a map of the USA, 447 men out of 500 looked first
for the location of their home towns! Howard Barnes, of the American Newspaper
Publishers Association, really was on target when he said: To call up an image of the
reader, all you need to do is pin up a target. Then, starting at the outside, you can label his
interests in this order: the world, the United States, his home state, his home town, and
well lump together in the black center his family and himself.me. Myself. I come first. I
am the bulls-eye.
38. HOW TO TAKE OUT STAINSUSE (PRODUCT NAME) AND FOLLOW THESE
EASY DIRECTIONS
An example of a good service ad one which, besides being relevantly tied up with the
product, also contains helpful information usable in itself. (Such ads often have
considerable longevity because they are cut out and used for future reference.)
39. TODAYADD $10,000 TO YOUR ESTATE FOR THE PRICE OF A NEW HAT
Who wouldnt want to do that? Doubt as to the promise if offset by the fact that the
advertiser is a large and reputable insurance company.
40. DOES YOUR CHILD EVER EMBARRASS YOU?
Direct, challenging, a common circumstance. Brings up a flood or recollections. How can
such unpleasant experiences be avoided in the future? Based upon a strong selfish appeal.
Parents, are first, individuals; second, parents. The kind of reflection that children cast upon
the prestige and self-esteem of their parents is a useful copy angle to remember. (This
headline is the negative opposite of No. 4, The Child Who Won the Hearts of All.)
41. IS YOUR HOME PICTURE-POOR?
A rifle-shot question hitting thousands of readers. Illustrated by a photo of an otherwise
attractive living room with blank areas on its walls; with Xs indicating where pictures would
improve the rooms appearance.
42. HOW TO GIVE YOUR CHILDREN EXTRA IRON THESE 3 DELICIOUS WAYS
It obeys the wise maxim of newspaper reporters: Start where the reader is. In other
words, the public already accepts the fact that childrens blood should contain plenty of
iron. So the headline goes on from there promising extra iron and 3 delicious ways to
get it (delicious ways; so not the common parent vs. child battle).
43. TO PEOPLE WHO WANT TO WRITE BUT CANT GET STARTED
Unerringly selects its audience, which is large and stymied.
44. THIS ALMOST-MAGICAL LAMP LIGHTS HIGHWAY TURNS BEFORE YOU MAKE
THEM
The word almost lends believability. Headline promises an automatic no-effort method of
relieving an annoying condition or avoiding a dangerous emergency.
45. THE CRIMES WE COMMIT AGAINST OUR STOMACHS
Another start where the reader is headline because most people already believe they
often give their digestive process some pretty rough treatment. This rapport, between the
theme of the ad and the common belief of its readers, makes the we and our practically
equal in effectiveness to you and your.
46. THE MAN WITH THE GRASSHOPPER MIND
An immediate association with himself leaps to the mind of the reader. He wants to check
at once on the personal parallel. What are the symptoms? Starting things one never
finishes? Jumping from one thing to another.
How much am I like him? Its not a good trait. What did he do about it? This is an example
of a negative headline that strikes home more accurately and dramatically than would a
positive one.
47. THEY LAUGHED WHEN I SAT DOWN AT THE PIANO BUT WHEN I STARTED TO
PLAY!
Another one that has entered our language. Sympathy with the underdog. Particularly
interesting, structurally, as an example of a headline which turns the corner by using a
final tag line to make itself positive instead of negative.
Also worth remembering: the before-and-after angle can be effective in many headlines.
48. THROW AWAY YOUR OARS!
Short and positive commands often make good stopper headlines. When Ole Evinrude, the
outboard-motor king, ran a small ad with this headline, he took the first step toward building
his one-room machine ship into a big business. (A similar headline, Throw Away Your
Aerial! was also once responsible for building a business in the radio field.) This type of
headline is worth thinking about when the product you are advertising eliminates the need
for some, heretofore, necessary piece of equipment, some onerous job, or some sizable
item of expense.
49. HOW TO DO WONDERS WITH A LITTLE LAND!

A successful headline which pulled 75 percent better than Two Acres and Security and 40
percent better than A Little Land a Lot of Living. The reason: how to and do wonders
with.
50. WHO ELSE WANTS LIGHTER CAKE IN HALF THE MIXING TIME?
Strong appeal. Another good who else headline. (No 9, Who Else Wants A Screen Star
Figure?)
51. LITTLE LEAKS THAT KEEP MEN POOR
A keyed retrieving a loss ad whose checked resultfulness justified frequent repetition.
How To Get The Guts Of 370 Business Magazines In 30 Minutes
52. PIERCED BY 301 NAILS.RETAINS FULL AIR PRESSURE
Who wouldnt be interested in reading more about a tire like this?
53. NO MORE BACKBREAKING GARDEN CHORES FOR ME YET OURS IS NOW
THE SHOW-PLACE OF THE NEIGHBORHOOD!
A good example of a before-and-after headline which makes the turn from negative to
positive. Also worth noting: it has an effective element of excitement in it a feature of
many good headlines, communicating the copywriters enthusiasm to the printed page.
Dont Worry about a Negative ApproachThis breather No. 4 is about negative
headlines. Accentuate the positive; eliminate the negative, said a song of some years
ago. For years that has also been the popular refrain on the advice often given to
copywriters. Discussion about negative headlines has sometimes sparked more fire than
enlightenment. Yet our 100 headlines then become positive. So the negative approach
must have some good reason for existence. It has. What is it? One of the principal
objectives of a headline is to strike as directly as possible right at a situation confronting the
reader. Sometimes you can do this with greater accuracy if you use a negative headline
which pinpoints the ailment rather than the alleviation of it. (For example, Is YOUR Home
Picture-Poor? Have YOU a Worry Stock Little Leaks That Keep Men Poor.) So when
you face that kind of situation dont be afraid to accentuate the negative. Lets proceed to
another great headline which captured a place in our everyday language.
54. OFTEN A BRIDESMAID, NEVER A BRIDE
So poignantly true, so pointed and so common.

55. HOW MUCH IS WORKER TENSION COSTING YOUR COMPANY?
An ad which was successful in business magazines reaching executives. I want to know
which are the kinds of worker tension specifically. What is worker tension costing other
companies in net profits? How much is it costing us? If it is, what can we do about it?
56. TO MEN WHO WANT TO QUIT WORK SOMEDAY
Selects its readers without wasting a word. (And who can say that the Audience isnt kind of
large?)
57. HOW TO PLAN YOUR HOUSE TO SUIT YOURSELF
This pulled almost 20% better than How to Avoid These Mistakes in Planning Your Home.
Apparently, people expect the architect to avoid the mistakes but feel that they
themselves know better than anyone else what will best suit their particular needs and
preferences.
58. BUY NO DESK UNTIL YOUVE SEEN THIS SENSATION OF THE BUSINESS
SHOW
Strong stopper type of command headline, adaptable for many uses. Copy quickly
follows with until you have checked as to whether it has this feature, and this one, and
this
59. CALL BACK THESE GREAT MOMENTS AT THE OPERA
Sometimes its a good idea to start where the reader was. This nostalgic headline was
used to sell phonograph records of great operas. The ideas can be used in a positive way:
typing up with a desirable remembrance. Or it can be used negatively: contrasting a certain
new product advantage with an undesirable remembrance.
60. I LOST MY BULGESAND SAVED MONEY, TOO
World bulges is a stopper, not commonly used in advertising lexicon. Double-edged
appeal: the promise to end an unwanted condition and to save you money, also.
61. WHY (BRAND NAME) BULBS GIVE MORE LIGHT THIS YEAR
This one illustrates an important point, one which many advertisers hate to swallow. It is
usually not a good idea to tell the name of the company (or the brand name) in the headline
or to make it tell too much of the story. When this is done right in the headline itself, it
often gives the whole thing away and does not tempt the reader into the copy. However, as
is this case, when the advertiser is a nationally famous company (particularly when it is
noted for its enterprise, innovations, improvements, and research), the use of the company,
brand name can add news value to the headline and help to substantiate the truth of the
claim made in it.
62. RIGHT AND WRONG FARMING METHODS AND LITTLE POINTERS THAT WILL
INCREASE YOUR PROFITS
Exceedingly profitable in farm papers. A combination of negative and positive appeals,
worth a lot of come hither for farmers.
63. NEW CAKE-IMPROVER GETS YOU COMPLIMENTS GALORE!
There are three things which advertising can tell its readers: (1) what the product is; (2)
what it does; andthis headline utilizes the third (and often overlooked) one: (3) In terms of
the advertisers, it is this: What other people will say of you, think of you, do for you how
they will admire you, envy you, imitate you because of what my product can accomplish
for you. In terms of the prospective customer it is this: Because of what your product can do
for me, people may think more of me! This third factor (which is an extension of the No. 2
factor mentioned above) can be made so effective, and is so often neglected that it rates
special attention here as Breather No. 5. The proper use of it can make advertising copy
make more sales.
Therefore, it is worth a prominent niche in your memory. To keep it there, visualize a
somewhat ridiculous picture. (Tying up an absurd pictorial association with a concept you
want to remember is, of course, a well-known aid to memory.) The sketch is of a boy sitting
on the prow of a PT boat. His mother is sitting in the stern. Between the two the initials PT
are printed in big letters on the side of this type of small, but very fast, patrol boat used so
extensively in World War II in the South Pacific. This mental picture will help you remember
the initials BOY PT MOM. And these are the initials of the phrase, Because Of You,
People Think More Of Me. Headline No. 63 utilizes that factor. It promises the reader that
this new cake improver will win her compliments from others; that because of you (the
advertiser) other people will think more of her (the reader). You are offering to show her
how to make what she might later call her reputation cake. Sometimes this element in
copy is called the prestige factor, and is considered only as an extension of the what the
product does type of copy. (In discussing the advertising of ladies perfumes Hal Stebbins
calls it persuasive, so compelling, that it rates at least a subcategory of its own.
64. IMAGINE MEHOLDING AN AUDIENCE SPELLBOUND FOR 30 MINUTES
A profitable narrative-ad headline. Broad interest in this kind of ability. Narrators surprise
and apparent humility lend credence and humanness to the statement.
65. THIS IS MARIE ANTOINETTE RIDING TO HER DEATH
An often-repeated ad for a set of books. It pulled eight times as many responses in 1/4page size as were ever received from a double-spread. This is the only straight curiosity
headline included here. Its headline was relevant not, as so commonly used, one of
those trick devices to force attention when advertising a product not closely related to the
headline.
66. DID YOU EVER SEE A TELEGRAM FROM YOUR HEART?
A real stopper of a headline, with a great deal of lure in the copy. Top picture shows a
cardiogram report printed upon a Western Union telegram form.
67. NOW ANY AUTO REPAIR JOB CAN BE DUCK SOUP FOR YOU
What do you know the words duck soup in an ad? But doesnt it tell the story in a more
unusual way than would easy, simple, or some such word particularly to the type of
market to which this ad is aimed?
68. NEW SHAMPOO LEAVES YOUR HAIR SMOOTHER EASIER TO MANAGE
A result that all women want is clearly and persuasively stated. Word leaves makes it
sound effortless.
69. ITS A SHAME FOR YOU NOT TO MAKE GOOD MONEY WHEN THESE MEN DO
IT SO EASILY
The colloquial its a shame. Sympathetic understanding of the reader: You are as capable
as these other men. (Headline, of course, is supported by photos and good testimonials.)
70. YOU NEVER SAW SUCH LETTERS AS HARRY AND I GOT ABOUT OUR PEARS
Friendly, human, disarmingly ingenuous, refreshingly non-advertisy in language. And, of
course, the reference to such letters.
71. THOUSANDS NOW PLAY WHO NEVER THOUGHT THEY COULD
A headline perennially profitable for a large music school. Again, the copy is crammed with
testimonials and references substantiating the claim.
72. GREAT NEW DISCOVERY KILLS KITCHEN ODORS QUICK! MAKES INDOOR
AIR COUNTRY-FRESH
The headline of an ad that launched a big business. Faces a common problem head-on;
offers and easy and pleasant solution.
73. MAKE THIS 1-MINUTE TEST OF AN AMAZING NEW KIND OF SHAVING CREAM
The make this test angle has been used in many good headlines. It is widely usable for
others. Its purpose is to induce the reader to participate in a demonstration of the products
merits. However, if credible and dramatic, the test can represent a persuasive
demonstration whether or not the reader ever actually makes it.
74. ANNOUNCINGTHE NEW EDITION OF THE ENCYCLOPEDIA THAT MAKES IT
FUN TO LEARN THINGS
The announcement type of headline (when bring out a new product) wins attention
because people are interested in new things.
Neophobia? Americans Dont Suffer From This Ailment! Breather No. 6 is here to
remind you that in a great many of these headlines you find the word new or connotation
of it, such as new kind of, new discover, new way to, etc. Americans are partial to the
new or novel; they do not suffer from neophobia. To them the mere factor of newness
seems to be prima facie evidence of betterness.
Undeviating affection for the old and tried may be strong in other countries; in ours the
desire to try the new is stronger. The great achievements of our inventors and enterprising
manufacturers have trained us to believe that if its new, its likely to be better. However, the
word new in a headline should be backed up by copy pointing out the merits of something
really new and advantageous, not some transparently trivial difference. And now we come
to another familiar headline
75. AGAIN SHE ORDERS A CHICKEN SALAD, PLEASE
You still hear it quoted. It sold hundreds of thousands of copies of an etiquette book
because it capsulated a common and embarrassing situation.
76. FOR THE WOMAN WHO IS OLDER THAN SHE LOOKS
This headline was a stopper to thousandsand more successful than the subtly different
For the Woman Who Looks Younger Than She Is.
77. WHERE YOU CAN GO IN A GOOD USED CAR

The headline of an excellent advertisement which featured what the product does rather
than what it is. It appeared years ago, before practically everyone owned an automobile.
Underneath the headline was a picture of the Indiana Sand Dunes, followed by good copy
about the dunes and pointing out that A good used car brings the whole country to you and
yours. Why not buy one? You dont need a lot of money. Finally, after selling the idea, the
copy gave some specific details about the cars which were for sale.
78. CHECK THE KIND OF BODY YOU WANT
Check list displayed at top immediately invites readers participation in specifying which of
these improvements he would like to make in his physique. Keyed ad repeated frequently
by well-known physical culturist.
79. YOU KILL THAT STORY OR ILL RUN YOU OUT OF THE STATE!
A true narrative ad run by a nationwide chain of newspapers. Could you flip over the page
without wanting to know what happened?
Sneaky Little Arthritis Tricks That Pain-Proofed Everyday People Like You
80. HERES A QUICK WAY TO BREAK UP A COLD
In simple everyday words, a direct promise to end an undesirable condition quickly.
81. THERES ANOTHER WOMAN WAITING FOR EVERY MAN AND SHES TOO
SMART TO HAVE MORNING MOUTH
Had quite an impact on women readers, this toothpaste ad. Obviously, for there surely is a
lot of motivation in its theme: No woman wants her husband to carry the memory of her
morning breath to work with him. The attractive women he meets during the day dont have
it.
Stale News to the Advertiser May Be Fresh News to the ReaderAnd now we come to
Breather No. 7. Dont think that because it is our last one it is of least importance. In fact, its
value becomes apparent when you realize how many of these headlines employ it. Get
news (or new value) into your headline is probably the best way to define it. Since you
cant pack everything into a headline, stick to your principal appeal but give it news value
if you can. And remember that what may be stale news to the advertiser may be fresh news
to the reader. The advertiser is, of course, thoroughly familiar with his manufacturing
methods, the ingredients he uses, the function of his product. They may have no news
value for him. They may even be similar to those of his competitors. But that is not true of
the readers of his advertisements. Something about the product or the service it renders
may be entirely new and sensationally persuasive to the public. And the advertiser who
features it first captures its appeal for himself, regardless of the me too efforts of
competitors who may have, heretofore, failed to capitalize upon it.
82. THIS PEN BURPS BEFORE IT DRINKS BUT NEVER AFTERWARDS!
Headline expressed in a few words a copy theme credited with pushing one brand of
fountain pen up to a leading position.
83. IF YOU WERE GIVEN $200,000 TO SPEND ISNT THIS THE KIND OF (TYPE OF
PRODUCT, BUT NOT BRAND NAME) YOU WOULD BUILD?
A self-incriminating (and widely applicable) way to have the reader help to specify what he
himself would value most in such a product. The copy follows through along these lines:
Surely you would put this feature into it. You would be sure that it brought you this
advantage, and this, and thisWell, weve done it all for you. As you can see, this product
was really created for you!
84. LAST FRIDAYWAS I SCARED!MY BOSS ALMOST FIRED ME!
A human narrative people wanted to read because it did or could happen to me.
85. 76 REASONS WHY IT WOULD HAVE PAID YOU TO ANSWER OUR AD A FEW
MONTHS AGO
An interesting example of an ad that backtracks pointing out in detail what the reader
missed by not buying the product before. A frequently repeated ad used by a well-known
news magazine to pull for subscriptions.
86. SUPPOSE THIS HAPPENED ON YOUR WEDDING DAY!
A profitable narrative-ad headline which makes it pretty hard to flip the page. What was
this tragic happening? Could it or did it happen to me?
87. DONT LET ATHLETES FOOT LAY YOU UP
This pulled three times better than Relieve Foot Itch. It gives the disease a relevant name,
points out unwanted effects.
88. ARE THEY BEING PROMOTED RIGHT OVER YOUR HEAD?
Another question aimed at a big target: the legion of frustrated, discouraged people who
feel that their ability and conscientiousness are not being amply rewarded by recognition
and advancement. (Frequently run by an educational institution which checks the
resultfulness of its advertisements.)
89. ARE WE A NATION OF LOWBROWS?
This headline helped to sell inexpensive editions of the classics, by the hundreds of
thousands. It starts where the reader is because we, as a nation, are not reputed to be
greatly addicted to the highbrow type of literature.
Yet this successful campaign showed that Americans know very well the difference
between the meritorious and meretricious and, if challenged, can prove it with orders.
The we angle avoids the accusatory you.
90. A WONDERFUL TWO YEARS TRIP AT FULL PAY BUT ONLY MEN WITH
IMAGINATION CAN TAKE IT
This ad about a course for businessmen was repeated again and again, for a period of
seven years, in a long list of magazines. It offers a worthwhile reward for reading with an
intriguing challenge in its second line.
91. WHAT EVERYBODY OUGHT TO KNOWABOUT THIS STOCK AND BOND
BUSINESS
The headline of a full-page newspaper ad crammed solid with small-size type and nary a
single picture! It drew 5,000 replies when first published, has since appeared in more than
150 newspapers. Promised helpful information of interest to a large audience. A big
investment house ran the ad.
92. MONEY-SAVING BARGAINS FROM AMERICAS DIAMOND DISCOUNT HOUSE
Of course the bargain appeal is a sure-fire and this is a good example of
straightforward presentation.
93. FORMER BARBER EARNS $8,000 IN 4 MONTHS AS A REAL ESTATE SPECIALIST
Featuring an actual testimonial can make a good headline. In this case, the readers first
reaction is if a barber can do it maybe I can, too!
94. FREE BOOK TELLS YOU 12 SECRETS OF BETTER LAWN CARE
If you are offering something entirely free (such as a booklet or sample) and want
requests for it in quantity feature it right in your headline.
95. GREATEST GOLD-MINE OF EASY THINGS-TO-MAKE EVER CRAMMED INTO
ONE BIG BOOK
Perhaps you have a new product (or even an old one) and still lack sufficient accurate data
as to which, specifically, are the strongest selling appeals to feature in your advertising. In
that case, it is often good strategy to merchandise the multi-purpose coverage of your
product as thoroughly as you can. By doing so, you avoid the risk of laying too much stress
upon any specific appeal which may prove weak or ineffectual. And, by exposing many of
your products uses and advantages you, at least, enable your reader to know what they
are so that he can judge for himself the ones which appeal most to him.
96. $80,000 IN PRIZES! HELP US FIND THE NAME FOR THESE NEW KITCHENS
No review of good headlines could be considered even fairly representative unless it
included an example of one featuring a prize contest. Of course, it first boldly displays how
much money can be won; secondly, what you have to do to win some of it.
97. NOW! OWN FLORIDA LAND THIS EASY WAY$10 DOWN AND $10 A MONTH
This one also represents a commonly used headline offer easy terms and conveys it
forcefully and persuasively.
98. TAKE ANY 3 OF THESE KITCHEN APPLIANCES FOR ONLY $8.95 (VALUES UP
TO $15.45)
The familiar reduced-price offer which we see in so many different and alluring forms.
99. SAVE 20 CENTS ON TWO CANS OF CRANBERRY SAUCE LIMITED OFFER
An example of the ever-popular coupon-redemption offer. Limited offer to increase
response. (Sometimes an actual expiration date is stated, to spur quicker action.)
100. ONE PLACE SETTING FREE FOR EVERY THREE YOU BUY!
So now weve finished running the hundred except for this last type of headline: the
ubiquitous free offer. The rules specify (as exemplified here) that when something must
also be bought, this requirement must be displayed with sufficient prominence. Free is, of
course, a hackneyed and moss-covered word, but there doesnt seem to be any equally
strong, or less blatant, substitute for it.
Top 14 power words for email, advertising and

communications
Problem
Your emails or advertising is missing to get answered ?
Sales letters not selling ?
Ads not getting clicked on ?
You want to catch attention ?
Power words
Use these power words:
1. Free the best motivator for immediate response.
2. You People want to know whats in it for them.
3. Results What to expect.
4. Immediate online everything is expected now or instantly.
5. Guarantee make your offering more serious.
6. Discover finding something new.
7. Proven should remove fear of the unknown.
8. Safety appeals to basic human needs.
9. Limited appealing to a sense of urgency.
10. New appealing to human curiosity.
11. Improve always interested in becoming better.
12. Bargain everybody wants to get something at a better price, and better than Sale.
13. Exclusive only those who are invited.
14. Save spending less.
Too simple to be true ? Too obvious ? Have you actually tried this yet ?
Copywriters have been using these tools for ages, and thats not because this isnt working.
Theres even software that can spice up your writings by suggesting power word replacements
for your texts, like a special copywriter thesaurus.
Re-target your visiting companies with relevant emails using these power words.

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udience measurement measures how many people are in an audience, usually in relation

to radio listenership and television viewership, but also in relation

P2+ = Persons aged 2 or more

P1234 = Persons aged 12 to 34

P1849 = Persons aged 18 to 49

A1834 = Adults aged 18 to 34

Basics of TAM (television advertising measurement):

Hence, gross reach = week 1 + Week 2 + Week 3 + Week 4

Gross reach = 5,700

Total time = Total average minutes (universe) x Universe

Total time/reach = Avg minutes viewers

What is a TVR (television rating point):

TVR = Reach x Time spent

Gross rating points (GRPs)

Secondages Effective rate Total amt TVR GRP

10:00 am - 11:00 am 150

CPRP = 2,491 (i.e., Total amt/Total GRPs)

Will flyers help my business fly?

Join Date: Jan 2002

I agree that fliers are not very effective. On the other

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Join Date: Nov 2001

Antidemocrat is right...one on one, face to face

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a few of my ideas ...

I am looking for a way to get stickers to stay put ,

Flyers the most effective form of advertising

Flyers the most effective form of advertising

surveyed store managers and consumers throughout Germany in summer 2006.

How To Write Effective Adverts And Flyers That Will

Before we get into the nitty-gritty, what is an EFFECTIVE advert or flyer?

2006 Pete Dickson Page 4

to people with different problems.

2006 Pete Dickson Page 7

Combine this with powerful headlines, compelling benefits and irresistible

1. Begin your headline with the word "Introducing"

29. Use a two-word headline

Angela Freel, Therapist

Measuring Advertising Effectiveness

Here is the formula:

Gross Margin (Sales Revenue-Cost of Good Sold)

Effective Flyer Advertising

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11 claves para hacer anuncios de

The 10 Most Powerful Words in Advertising

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100 most powerful words to use in ads

have ~ health ~ help ~ helpful ~ honest ~ huge ~ hurry

wanted ~ warranty ~ wealth ~ welcome ~ win ~ wise ~ wonderful

100 Good Advertising Headlines (by Victor Schwab)

2. A LITTLE MISTAKE THAT COST A FARMER $3,000 A YEAR

49. HOW TO DO WONDERS WITH A LITTLE LAND!