How to create successful advertising copy.
By
Bob Leduc
Writing effective copy for ads, web pages, sales letters and other
marketing communications isn’t difficult when you know what
works. After many years of trial and error I developed a checklist
of 7 "rules" I follow to create successful advertising
copy. These rules apply to writing copy for any type of marketing
communication.
1. DEFINE THE GOAL OF YOUR MESSAGE
Define what you want your message to accomplish before you begin
writing. Do you want to generate inquiries (leads)? Do you want
to get orders? What action do you want readers to take? How do
you want them to respond? Put your goal in
writing and refer to it often as you develop your message. Everything
you write should directly support this goal. Get rid of anything
that doesn’t.
2. KNOW YOUR AUDIENCE AND WHAT THEY WANT
Maybe everybody CAN use what you sell. But one targeted group
WILL be most likely to buy it. You can discover that group by
defining the characteristics of your best customers. Once you
know your audience and what they want you can personalize your
writing to appeal to their specific interests.
TIP: Advertising copy produces the biggest response when each
reader can believe the message was written specifically for them.
As you write, visualize you’re writing to one person instead
of to a large group of people. This will help you write in a less
formal and more personal style.
3. APPEAL TO THEIR SELF-INTEREST, NOT YOURS
Customers don’t care about you, your product, your company,
or your professional qualifications. They only care about the
benefit they get from buying your product or service. The only
thing a customer wants to know about your 1/2 inch drill is that
it’s guaranteed to give them a 1/2 inch hole. Keep your ad
copy focused on the benefits you provide.
4. MAKE AN EMOTIONAL APPEAL, NOT A LOGICAL ONE
Your ad copy should dramatize the feeling your customers get while
enjoying the benefits provided by your product or service. Get
them emotionally involved so they want to start enjoying those
benefits immediately. Use word pictures and real life stories
to draw readers into your message.
5. DON’T GIVE THEM ANY CHOICES
You may spend a lot of time writing your sales message and getting
it "just right". Unfortunately, your prospects will
rush through it and make a fast decision. Don’t slow them
down with any choices. They’ll be afraid of making the wrong
choice and will protect themselves by making none. You’ll
lose sales.
EXCEPTION: Offer many different ways to respond to your ad or
sales message. Customers already know whether phone, fax, online,
etc. is more convenient for them. They’re more likely to
act immediately when their favorite way to respond is available.
6. MAKE YOUR BEST OFFER
The offer is the "deal" you’re promoting (free
information, special price, free bonus with order, etc.). It’s
the only reason people respond to your advertising copy. The stronger
your offer the greater the response you’ll get. Always include
the best offer you can afford and a reason to act fast.
7. SIMPLIFY EVERYTHING
Simple, clear copy is easy to read and understand. It propels
your customer to the decision point with no hesitation. After
you’ve written your copy, edit it for simplicity and clarity.
Use lots of 1 and 2 syllable words. Shorten sentences and paragraphs.
This is especially important for your web site where relief is
just a click away.
Follow these 7 rules the next time you write new advertising copy.
Use them as a checklist to evaluate your existing ads, web pages
and sales letters. They’re a proven formula you can use to
maximize the response you get from all your marketing communications.
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Bob Leduc is a Sales Consultant with 30 years experience in generating
low-cost leads. He recently wrote a manual for small business
owners, "How to Build Your Small Business Fast With Simple
Postcards" and other publications to help small businesses
grow and prosper.
For more info :
BobLeduc@aol.com?subject=Postcards
Phone: 702-658-1707 After 10 AM Pacific Time/Las Vegas, NV
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