A good ad grabs attention, uses features and benefits to sell with a strong emotion, and a call to order. In fact a good ad can be the beginning of a brochure, sales letter or web site page
Step 1: Use an effective grabber headline. Actually creating an ad for the ad. A reasonpeople want read more.
Step 2: Describe the features and benefits of your product. These are often the logicalreasons 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:
- 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 specificemotion in the reader. Therefore, compelling them to read more.
- Features. Features of the product service or offer. Essentially, these are the logicalreasons we buy or consider a product. They are characteristics of the product. Whatthings do? An example would be a nice gold watch the following characteristics orfeatures: gold, tells time, has a date, second hand, made by Rolex, double snap, etc.They are important but not the reasons people buy.
- Benefits. The true reasons people buy. It is not the features that sell but what thosefeatures 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 doesnot sell but the “Rolex” name sells. It means you have made it, you are rich, youhave achieved in life. It sells to people who want achievement.
- Call to action. Through out your copy you must keep in mind the need to directpeople to a specific action. To take a next step to a sale or offer.
Make sure your ad has strong ad copy has three qualities:
- Specific tangible results.
- Results achieved within a specific time frame.
- The results have an emotional or value reference, selling to the desires and dreams of people.