In the last post we used the persuasion diagram to organize advertiser information, which we then used to compose a radio ad. Let’s use the same exact information to build our newspaper ad. We fleshed out the rough points into this radio script:
“Sometimes late at night you´ll hear their filthy little feet scuffling across the linoleum. You move a soap bottle from under the sink, and you think you see something ducking down the drain opening. And you´ll know that your home has been invaded. They´re filthy, disgusting, and once they establish a presence in your home they´re nearly impossible to get rid of. They´re roaches. You could try the powders"?¦ the sprays"?¦ and you´ll find that they just keep coming back. Until you finally call Elite Exterminating, the full service pest control and termite company. Elite Exterminating will kill the roaches you see, and the thousands of roaches you´ll never see. Call Elite Exterminating now at eight five three, eighty-three seventy. Eight five three, Eighty-three seventy. Eilte Exterminating, the full-service pest control and termite company proudly serving all of Texas and committed to complete customer satisfaction. One call"?¦ no more roaches. Elite Exterminating: eight five three, eighty-three seventy.”
How much different will our content be for the newspaper? Surprisingly little.
Using the sequence shown in the diagram, let´s put the pieces together.
You’ll note that we’ve used the radio script, with a few additional touches, such as the additional local phone numbers, the internet address, and the MasterCard, Visa, and Amex logos.
The use of some of the verbage as headlines or subheads allows people to skim the ad to see if it has any interest to them. Just as we used radio sound effects, we injected photos of roaches in the newspaper ad to evoke emotion.
So what is the difference between a radio ad and a newspaper ad?
Very little, actually, and that’s a key point. With only minor modifications, this same message will work as a Yellow Pages ad or as a flyer.
Try using the Persuasion Diagram for your next ads. I suspect you’ll be pleased with the results.