It is an interesting exercise for one who creates ads to watch other ads. It is clear to see the motivation behind what causes some people to build ads the way they do. There are clearly three angles that could and should be considered as components of an ad. Most have one, some have two, the best have all three.

1) The most common denominator is the element of cleaver. These are the ads that usually have funny as the main ingredient. It is easy to see how the ad agency sold the client on funny, it's supposed to generate the warm fuzzies and even be remembered as well as be looked forward to the next time they run the ad. Agencies win awards for funny ads, even if they don't sell product or enhance the companies image. Shows you where the priority is at ad agencies.

2) The second kind of ad is one that is memorable. This is supposed to make you remember the product. This is primarily for commodities: "me too" products and services that are always being bought. If the "memory" side of the concept is not connected to a positive emotion, it will not be as easy to recall.

3) The third kind of ad is one that shows, clearly and emotionally, the positive benefits of doing business with you. If you see those fast food ads on tv where they zone in on the juicy hamburger with the freshest tomatoes, lettuce and sizzling meat, that is a feature not a benefit and they are missing the connection. That juicy hamburger, with a very satisfied customer biting into

it and a huge smile on his face of supreme delight; or even saying "wow, what a fabulous hamburger!", then you are seeing the benefits of that feature. Otherwise, you have left the benefits to the imagination of the customer.

All effective salesmen know to help guide the customer through the benefits to them, personally, of using your product/service. Tell me why ads shouldn't be set up the same way. If it says "How would you like to take that extra savings and go on a free vacation to a tropical island where you can sit on a sunny beach and have a romantic time with your one and only'." To get the picture, get the picture.

The very best ads are cleaver, memorable and show benefits, but, 2 and 3 are a must!

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