Strategy: Use the 4 step simple ad system for writing an ad
AĀ goodĀ adĀ grabsĀ attention,Ā usesĀ featuresĀ andĀ benefits toĀ sellĀ withĀ aĀ strongĀ emotion, and a call toĀ order.Ā In factĀ aĀ goodĀ adĀ canĀ beĀ theĀ beginningĀ ofĀ aĀ brochure,Ā salesĀ 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.
StepĀ 4:Ā CreateĀ aĀ strongĀ call toĀ order andĀ orĀ offer.
ThereĀ areĀ basicallyĀ 4Ā elementsĀ toĀ goodĀ copy:
- Grabber Headlines:Ā TheĀ headlineĀ grabsĀ interest.Ā ItĀ isĀ anĀ adĀ forĀ theĀ ad.Ā AĀ teaser thatĀ capturesĀ yourĀ interestĀ andĀ invitesĀ youĀ toĀ readĀ more.Ā OftenĀ theĀ grabberĀ isĀ controversial,Ā challengingĀ orĀ fun.Ā ToĀ create interest,Ā curiosityĀ orĀ aĀ specificemotionĀ in theĀ reader.Ā Therefore,Ā compellingĀ them toĀ readĀ 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 āRolexā 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 strongĀ ad copy has threeĀ qualities:
- Specific tangibleĀ results.
- ResultsĀ achievedĀ withinĀ aĀ specificĀ timeĀ frame.
- The resultsĀ haveĀ anĀ emotional orĀ value reference,Ā sellingĀ to theĀ desiresĀ andĀ dreamsĀ ofĀ people.