Ads & Copy

October 14, 2017 | Filed under: Business, Selling

Strategy: Develop solid copywriting skills Copy is a key to marketing.

It does not matter if it is the web site, a brochure, a display ad or a sales letter. Copy gets it sold. Good copy has:

 Effective use of grabber headlines to grab attention, and stimulate reading.

 Bold copy, with exciting, and dynamic messages.

 Words that sell.

 Pictures that create curiosity, intense emotions, or convey a message.

 Testimonials that minimize fear.

 Uses reading behavior to the maximum.

 Creates a sense of urgency and action.

 Has a compelling call to action or offer.

Strategy: Use the 4 step simple ad system for writing an ad.

A good ad grabs attention, uses features and benefits to sell with a strong call to order. In fact a good ad can be the beginning of a brochure, and sales letter.

Step 1: Use an effective grabber headline. Actually creating an ad for the ad. A reason people want read more.

Step 2: Describe the features and benefits of your product. These are often the logical reasons why people should buy your product. You might have 3-7 reasons folks should buy your product.

Step 3: Take the features one step further, and make them emotional for the reader. Logic does its part in the sales process, but emotion is the major seller.

Step 4: Create a strong call to order and or offer.

There are basically 4 elements to good copy:

1. Grabber Headlines: The headline grabs interest. It is an ad for the ad. A teaser that captures your interest and invites you to read more. Often the grabber is controversial, challenging or fun. To create interest, curiosity or a specific emotion in the reader. Therefore, compelling them to read more.

2. Features. Features of the product service or offer. Essentially, these are the logical reasons we buy or consider a product. They are characteristics of the product. What things do? An example would be a nice gold watch the following characteristics or features: gold, tells time, has a date, second hand, made by Rolex, double snap, etc. They are important but not the reasons people buy.

3. Benefits. The true reasons people buy. It is not the features that sell but what those features can do for you. And the benefits are emotional benefits. The more you can tie features to emotions the better. The greater the likelihood of a sale. The gold does not sell but the “Rolex” name sells. It means you have made it, you are rich, you have achieved in life. It sells to people who want achievement.

4. Call to action. Through out your copy you must keep in mind the need to direct people to a specific action. To take a next step to a sale or offer.

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