How to Write Ads That Generate Fees and Commissions

Good Ads

Show You Understand Them Emotionally

Targets a Specific Audience (You)

Express the Problem and Offers a Solution

Gets Reader to Act

Emotional Headline Examples

For Long Term Care:

Bad Headline:

“Forty Three Percent of People Over Age 65 Will Need Long Term Care”

Good Headline:

“Mrs. Smith Can’t Buy Grandson Johnny a Birthday Present – She Just Spent Her Last

Dime on Nursing Care”

Emotional Headline Examples

For Annuities:

Bad Headline:

“Why Pay Tax When Your Money Can Grow Tax Deferred?”

Good Headline:

“Mr. Brown and Mr. Green Owned the Same Annuity. See Who Paid $25,000 More in Tax

Upon Withdrawing Funds”

Emotional Headline Examples

For College Funding:

Bad Headline:

“It Could Cost $200,000 to Send Your Child to College”

Good Headline:

“Why Your Neighbor’s Grandkids Can Go to Harvard and Yours Can’t.”

Elements of Good Headlines

Speak directly to a targeted audiencePresent TenseHeadline must leave the reader with a question they must

answer by reading the body textCrystal Clear—not cutsie or ambiguousMust incite an emotionVoyeur AppealAsk a Question

Emotions To Appeal To

Fear

Desire for

Security

Need to be Wante

d

Greed Vanity Guilt Pride

Fear

Guilt

Three Criteria For a Good Ad

Have ‘em read it—use an emotional title that grabs:• -Attention• -Interest• -Desire• -Action

Non-threatening offer• -Free quote• -Reply coupon• -Leave message for free booklet

Examples

The following examples are for educational purposes only and not a criticism or endorsement of any firm or product.

Let’s use these as a learning tool to see what works.

Have ‘em read it—use a title that grabs

AIDA

Non-threatening offer

Have ‘em read it—use a title that grabs

AIDA

Non-threatening offer

Have ‘em read it—use a title that grabs

AIDA

Non-threatening offer

Have ‘em read it—use a title that grabs

AIDA

Non-threatening offer

Have ‘em read it—use a title that grabs

AIDA

Non-threatening offer

Have ‘em read it—use a title that grabs

AIDA

Non-threatening offer

Have ‘em read it—use a title that grabs

AIDA

Non-threatening offer

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Tools for Success in the Senior Market

LTC Advertising System

• You don’t make cold calls - the system is designed so that people call you!

Annuity Direct Marketing System• The advertising system and direct

mail system that gets a 20% appointment ratio