OK... here are the secret differences taht make the difference in Ads!

June 7, 2005

I printed the Ads up and made notes on them (did this a few days ago).

Then I put them side by side in the table in front of my keyboard.

Now I go into reading state. (Question: which foods help in getting a

better " reading " state?)

We have the Ads before us. We have worked on these before.

First we go to the original ad.

The title doesn't have the model of the car and is almost giving it away

without stated reason (implied later... NEVER IMPLY or assume the reader

will know what you mean...). The customized ad gives reasons why for

almost every statement. This is done via telling short stories. People

love stories!

Then it states the model and year of the truck and that it was driven

all through high school... by a teenager... and you know what teenagers

normally do to vehicles... This lowers price.

Statement of Power of engine down to the asking price is all digital

vocabulary without reasons why it's a benefit..

No imagery or sensory vocabulary. Why is sensory language important?

Let's see. Saves gas in specific milage terms. Digital appeal.

Plenty of room. It will get you there and back safe. Kinesthetic appeal.

New audio system. Auditory appeal.

Spring lift, uses of powerful engine and why of pickup truck. Visual appeal.

Then small chunk bullets with reasons why and benefits.

Instead of asking price, which sets an upper bound, a lower bound is

stated, with OBO, which means the negotiating makes the price go up.

With about $15,000 invested and the immediate need to sell it (going to

college, need tuition) the negotiating power is in favor of Jack by a lot.

Also, by giving Arnie his own auto repair shop, he is more of an

authority in the condition of the car than someone who works at Action

radiator. So now you have a quality reference, and Arnie has an Ad too,

so everyone wins.

We are ready for questions.

Ask about these concepts that are each full of moneymaking power for

ads. There are other ones not mentioned, since the exercise is in

comparison, not analysis of the ad and the money$ucking concepts behid it.

We are through with this reading.

Now I'll drink my huge glass of Gatorade cause I'm hella thirsty.

Juan M. Mercado

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