... like this ad below, part of a popular campaign from Ogilvy & Mather that put Schweppes on the map in the 1950s and '60s.
Does that interesting man look familiar?
He should ...
If you're a student of advertising, like me, you know that the best ads push emotional hot buttons.
They bypass our logical mind and go straight for emotions -- our "lizard brain," as Seth Godin refers to it.
If you cause an emotional reaction to your ad, you get the attention of your buyer. Then, it's a simple matter of creating interest, stoking desire, and asking people to take action -- give you their money.
That's the classic AIDA formula: Attention, Interest, Desire, Action.
Attention comes first because it's most important.
If you can't get your prospects' attention, you can't get the sale.
The Schweppes ad above, featuring an exotic bearded foreigner, got attention back in the '50s and '60s.
Just like the ads for Dos Equis get attention today.
What you do after you get attention is up to you.
Hint: If good advertising is salesmanship multiplied -- and it is -- then study good salesmanship to create better ads.
Bio: Kevin Donlin can help you grow your business and enjoy the breakthrough results your hard work deserves. If you're interested in boosting your revenues and profits, please click here.
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