Chanimal Ad Guidelines

Description

The Chanimal Ad Guidelines contain the essential elements to create persuasive display ads.  Using these guidelines I was able to double our response at one company, 35 times at another (leads went from 107 to over 3,500 with the same publications and the same budget), and we won an award from one of our publications for “most leads” EVER from a vendor.

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These guidelines have been used to generate the most leads for some of the most successful high-tech companies in the world (including the launch of Netscape–the #1 best-selling software in the world at the time).

They cover the following areas:

• The Persuasive Format. Attention, Credibility, Problem, Solution, Best Solution, Overcoming Objections, Visualization, and Step to Actuate. Each section shows specific examples of how this format is used within a display ad.
• Tracking mechanisms to determine ROI
• Corporate versus product branding (balance)
• Ad layout – introducing the ”Z” format to increase readability
• Legal disclaimers
• Specific words to use in the copy
• Discussion regarding ROI by ad size
• About headlines
• Which graphics pull best
• Story copy
• Long versus short copy
• Readability (including fonts, caps, maximize characters per line, reverse type, etc.)
• Including call-outs with screenshots
• English rules to throw out
• The minimum size of type font
• Margin justification
• Maximum lines per paragraph

Plus they outline the 10 step process I use to create ads. This is an 8-page document with HIGHLY compressed content (acres of diamonds on every page).

 BONUS

In addition, it includes:

• Sample landing pages (initial, secondary, and final landing page)
• Five sample ads that show how these concepts were used
• The Chanimal Ad Presentation (part of a larger presentation on generating leads given to SoftwareCEO at a cost of $299 per attendee). This presentation dissects several ads from “large” companies and shows why they were/were not effective.