I came across an interesting article that talked about how to write ads that work.  It talked about how in 1999 an Israeli research team studied the effectiveness of advertisements, they found that all the best ads (measured by people remembering them or them causing people to take action and do something) fell into 5 different categories.  As I watched the ads during the football games on Sunday (and every knows the best ads are run during football games), I started to see the science behind the art of advertising.  Here is the five categories and a challenge to find ways to use them in your real estate marketing.

1. The Pictorial Analogy - features extreme analogies rendered visually.
2. Extreme Situations - A product is shown to be performing to an exaggerated extreme.
3. Competition - A product is shown winning a competition against another product in an unusual usage situation.
4. Interactive Experiments - Think taste tests.
5. Dimensionality Alteration - A time leap that shows the long-run implication of a decision.

Sounds like most of the real estate ads you see in the weekend paper? 

Nope, that is probably why no one remembers them...

 Carpe diem,

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