Learn To Write More Effective Ads

Learn To
Write
More Effective
Ads
Guaranteed to Make All Your
Ad Campaigns More Profitable
Brought to you by:
unIimitedfreebooks.com
Edition 1.1
Learn To Write More Effective Ads
TabIe of Contents
Introduction 4
Chapter 1 Focus on Them !ot You "
Chapter # $mphasi%e &enefits !ot 11
Features
Chapter ' Push Their $motional (ot 1)
&uttons
Chapter 4 Incorporating Proof and #*
&elie+abilit,
Chapter ) The -ni.ue /elling #0
Proposition 1-/P2
Chapter 3 The (eadline '#
Chapter 0 The More You Tell The '0
More You /ell
A Guide to Internet Riches 2
Chapter " 4rite To &e /canned 4*
Chapter 5 The /tructure of AI6A/ 4#
Chapter 1* -se Takea7a, /elling to 4)
Increase the -rgenc,
Conclusion 45
About The $ditor )1
8icence )#
&randing Info )'
unIimitedfreebooks.com 3
Introduction
4hat is ad+ertising9
Is it something to be regarded as a 7ork of beaut, or art9
Is it cle+er slogans or amusing prose9 Is it 7orkmanship
to be :udged for an a7ard or recognition9
It;s none of the abo+e<
Ad+ertising is salesmanship multiplied<
!othing more<
And ad+ertising cop, or cop,7riting is salesmanship in
print<
The purpose of a cop,7riter;s :ob is to sell< Period<
The selling is accomplished b, persuasion 7ith the 7ritten
7ord much like a tele+ision commercial sells 1if done
properl,2 b, persuading 7ith +isuals and audio<
As Claude (opkins 7rote in his timeless classic /cientific
Ad+ertising=
>To properl, understand ad+ertising or to learn e+en its
rudiments one must start 7ith the right conception<
Ad+ertising is salesmanship< Its principles are the
principles of salesmanship< /uccesses and failures in
both lines are due to like causes< Thus e+er, ad+ertising
.uestion should be ans7ered b, the salesman?s
standards<
>8et us emphasi%e that point< The onl, purpose of
ad+ertising is to make sales< It is profitable or
unprofitable according to its actual sales<
>It is not for general effect< It is not to keep ,our name
before the people< It is not primaril, to aid ,our other
salesmen< Treat it as a salesman< Force it to :ustif, itself<
Compare it 7ith other salesmen< Figure its cost and
result< Accept no e@cuses 7hich good salesmen do not
make< Then ,ou 7ill not go far 7rong<
>The difference is onl, in degree< Ad+ertising is multiplied
salesmanship< It ma, appeal to thousands 7hile the
salesman talks to one< It in+ol+es a corresponding cost<
/ome people spend A1* per 7ord on an a+erage
ad+ertisement< Therefore e+er, ad should be a superB
salesman<
>A salesman?s mistake ma, cost little< An ad+ertiser;s
mistake ma, cost a thousand times that much< &e more
cautious more e@acting therefore< A mediocre salesman
ma, affect a small part of ,our trade< Mediocre
ad+ertising affects all of ,our trade<C
These points are as true toda, as the, 7ere 7hen the,
7ere 7ritten nearl, one hundred ,ears agoD
/o the goal then becomes= ho7 can 7e make our
ad+ertising as effecti+e as possible9
The ans7er is to test< Test again< And then test some
more<
If ad >AC recei+es a t7o percent response rate and ad >&C
recei+es three percent then 7e can deduce that ad >&C
7ill continue to outperform ad >AC on a larger scale<
Testing takes time ho7e+er and can be e@pensi+e if not
kept in check< Therefore it;s ideal to start 7ith some
pro+en tested kno7n ideas and 7ork from there<
For e@ample if testing has sho7n for decades or more
that targeted ad+ertising significantl, outperforms
ad+ertising that is not targeted 1and it does2 then 7e can
start 7ith that assumption and go from there<
If 7e kno7 based on test results that crafting an ad that
speaks directl, to an indi+idual performs better than
addressing the masses 1again it does2 then it makes
little sense to start testing 7ith the assumption that it does
not< This is common sense<
/o it stands to reason that kno7ing some basic rules or
techni.ues about 7riting effecti+e cop, is in order< Test
results 7ill al7a,s trump e+er,thing but it;s better to ha+e
a starting point before ,ou test<
/o this starting point is the essence of this book<
The tips e@pressed here ha+e been generall, timeBtested
and kno7n to be effecti+e<
&ut I can;t emphasi%e enough that 7hen using these
techni.ues ,ou should al7a,s test them before rolling out
a large 1and e@pensi+e2 campaign<
/ometimes a little t7eak here or there is all that is needed
to increase response rates dramaticall,<
And 7ith that let;s mo+e on7ardE
Chapter 1
Focus on Them, Not You
4hen a prospect reads ,our ad letter brochure etc< the
one thing he 7ill be 7ondering from the start is= >4hat;s in
it for me9C
And if ,our cop, doesn;t tell him it;ll land in the trash
faster than he can read the headline or lead<
A lot of ad+ertisers make this mistake< The, focus on
them as a compan,< (o7 long the,;+e been in business
7ho their biggest customers are ho7 the,;+e spent ten
,ears of research and millions of dollars on de+eloping
this product<<<,ou get the drift<
Actuall, those points are important< &ut the, should be
e@pressed in a 7a, that matters to ,our potential
customer< Femember once he;s thro7n it in the
garbage the sale is lostD
4hen 7riting ,our cop, it helps to think of it as 7riting a
letter to an old friend< In fact I often picture a friend of
mine 7ho most closel, fits m, prospect;s profile< 4hat
7ould I sa, to con+ince this friend to tr, m, product9
(o7 7ould I target m, friend;s ob:ections and beliefs to
help m, cause9
4hen ,ou;re 7riting to a friend ,ou;ll use the pronouns >IC
and >,ouC< 4hen tr,ing to con+ince ,our friend ,ou might
sa,= >8ook I kno7 ,ou think ,ou;+e tried e+er, 7idget out
there< &ut ,ou should kno7 thatEC
And it goes be,ond :ust 7riting in the second person<
That is addressing ,our prospect as >,ouC 7ithin the
cop,< The fact of the matter is there are man, successful
ads that 7eren;t 7ritten in the second person< /ome are
7ritten in the first person perspecti+e 7here the 7riter
uses >IC< Gther times the third person is used 7ith >sheC
>heC and >themC<
And e+en if ,ou do 7rite in the second person it doesn;t
necessaril, mean ,our cop, is about them<
For e@ample=
>As a real estate agent ,ou can take comfort in the fact
that I;+e sold o+er 1**** homes and mastered the tricks
of the tradeC
Although ,ou;re 7riting in the second person ,ou;re reall,
still focusing on ,ourself<
/o ho7 can ,ou focus on them9 Glad ,ou asked< Gne
7a, is toE
Chapter 2
Emphasize Benefits, Not Features
4hat are features9 The, are descriptions of 7hat
.ualities a product possesses<
The HYI car deli+ers )) miles per gallon in the cit,<
Gur ladder;s frame is made from a light7eight
durable steel allo,<
Gur glue is protected b, a patent<
This database has a builtBin dataBmining s,stem<
And 7hat are benefits9 The, are 7hat those features
mean to ,our prospects<
You;ll sa+e mone, on gas and cut do7n on
en+ironmental pollutants 7hen ,ou use our energ,
sa+ing highBperformance h,brid car< Plus ,ou;ll
feel the e@tra oomph 7hen ,ou;re passing cars
courtes, of the efficient electric motor 7hich the,
don;t ha+eD
8ight7eight durable steelBallo, frame means ,ou;ll
be able to take it 7ith ,ou 7ith ease and use it in
places most other ladders can;t go 7hile still
supporting up to "** pounds< !o more backaches
lugging around that hea+, ladder< And it;ll last for
1)* ,ears so ,ou;ll ne+er need to bu, another
ladder againD
PatentBprotected glue ensures ,ou can use it on
7ood plastic metal ceramic glass and tileE
7ithout mess, cleanup and 7ithout e+er ha+ing to
reBglue it again B guaranteedD
You can instantl, see the >big pictureC hidden in
,our data and pull the most arcane statistics on
demand< 4atch ,our business do a 1"* degrees in
no time flat 7hen ,ou instantl, kno7 7h, it;s failing
in the first placeD It;s all done 7ith our builtBin dataB
mining s,stem that;s so eas, to use m, t7el+e
,earBold son used it successfull, right out of the
bo@<
I :ust made up those e@amples but I think ,ou understand
m, point<
&, the 7a, did ,ou notice in the list of features 7here I
7rote >steel allo,C9 &ut in the benefits I 7rote >steelBallo,C
17ith a h,phen2< !ot sure offBhand 7hich one is correct
but I kno7 7hich one I;d use<
The point I?m tr,ing to make is that ,ou are not 7riting to
impress ,our $nglish teacher or 7in an, a7ards< The
onl, a7ard ,ou;re after is ,our cop, beating the control
1control being the bestBselling cop, so far2 so take some
libert, in grammar punctuation and sentence structure<
You 7ant it to be read and acted upon not read and
admiredD
&ut back to benefitsE
If ,ou 7ere selling an e@pensi+e 7atch ,ou 7ouldn;t tell
,our reader that the face is # inches in diameter and the
band is made of leather<
You sho7 him ho7 the e@traBlarge face 7ill tell him the
time at a glance< !o sirD (e 7on;t ha+e to s.uint and
look foolish to e+er,one around him tr,ing to read this
magnificent timepiece< And ho7 about the 7a, he;ll
pro:ect success and charisma 7hen he 7ears the
beautiful gold 7atch 7ith its handcrafted custom leather
band9 (o7 his lo+er 7ill find him irresistible 7hen he;s all
dressed up to go out 7earing the 7atch< Gr ho7 the
7atch;s status and beaut, 7ill attract the ladies<
Incidentall, did ,ou notice ho7 I brought up not s.uinting
as a benefit9 6oes that sound like a sill, benefit9 !ot if
,ou are selling to affluent bab, boomers suffering from
degrading +ision< The, probabl, hate it 7hen someone
the,;re tr,ing to impress sees them s.uint in order to read
something< It;s all part of their inner desire 7hich ,ou
need to disco+er< And 7hich e+en the, ma, not kno7
about< That is until ,ou sho7 them a better 7a,<
The point is to address the benefits of the product not its
features< And 7hen ,ou do that ,ou;re focusing on ,our
reader and his interests his desires< The trick is to
highlight those specific benefits 1and 7ord them correctl,2
that push ,our reader;s emotional hot buttons<
(o7 do ,ou do that9 Fead onD
Chapter 3
Push Their EmotionaI Hot Buttons
This is 7here research reall, pa,s off< &ecause in order
to push those buttons ,ou need to first kno7 7hat the,
are<
8isten to this stor, first and I;ll tell ,ou 7hat I mean=
Gnce upon a time a ,oung man 7alked into a
Che+rolet dealer;s sho7room to check out a Che+,
Camaro< (e had the mone, and he 7as read, to
make a bu,ing decision< &ut he couldn;t decide if
he 7anted to bu, the Camaro or the Ford Mustang
up the road at the Ford dealer<
A salesman approached him and soon disco+ered
the man;s dilemma<
>Tell me 7hat ,ou like best about the CamaroC said
the salesman<
>It;s a fast car< I like it for its speed<C
After some more discussion the salesman learned
the man had :ust started dating a cute college
cheerleader< /o 7hat did the salesman do9
/imple< (e changed his pitch accordingl, to push
the hot buttons he kne7 7ould help ad+ance the
sale< (e told the man about ho7 impressed his ne7
girlfriend 7ould be 7hen he came home 7ith this
carD (e placed the mental image in the man;s mind
of he and his girlfriend cruising to the beach in the
Camaro< (o7 all of his friends 7ill be en+ious 7hen
the, see him riding around 7ith a beautiful girl in a
beautiful car<
And suddenl, the man sa7 it< (e got it< And the
salesman recogni%ed this and piled it on e+en more<
&efore ,ou kno7 it the man 7rote a nice fat check
to the Che+, dealership because he 7as soldD
The salesman found those hot buttons and pushed them
like ne+er before until the man reali%ed he 7anted the
Camaro more than he 7anted his mone,<
I kno7 7hat ,ou;re thinkingEthe man said he liked the
car because it 7as fast didn;t he9
Yes he did< &ut subconsciousl, 7hat he reall, desired
7as a car that 7ould impress his girlfriend his friends
and in his mind make them lo+e him moreD In his mind he
e.uated speed 7ith thrill< !ot because he 7anted an
endless suppl, of speeding tickets but because he
thought that thrill 7ould make him more attracti+e more
likable<
Perhaps the man didn;t e+en reali%e this fact himself< &ut
the salesman sure did< And he kne7 7hich emotional hot
buttons to press to get the sale<
!o7 7here does the research pa, off9
4ell a good salesman kno7s ho7 to ask the kinds of
.uestions that 7ill tell him 7hich buttons to press on the
fl,< 4hen ,ou;re 7riting cop, ,ou don;t ha+e that lu@ur,<
It;s therefore +er, important to kno7 upfront the 7ants
needs and desires of ,our prospects for that +er, reason<
If ,ou ha+en;t done ,our home7ork ,our prospect is
going to decide that he;d rather keep his mone, than bu,
,our product< Femember cop,7riting is salesmanship in
printD
It;s been said man, times= People don;t like to be sold<
&ut the, do like to bu,<
And the, bu, based on emotion first and foremost< Then
the, :ustif, their decision 7ith logic e+en after the, are
alread, sold emotionall,< /o be sure to back up ,our
emotional pitch 7ith logic to nurture that :ustification at the
end<
And 7hile 7e;re on the sub:ect let;s talk a moment about
percei+ed h,pe in a sales letter< A lot of more
conser+ati+e ad+ertisers ha+e decided that the, don;t like
h,pe because the, consider h,pe to be old ne7s beenB
thereBandBdoneBthat m, customers 7on;t fall for h,pe it;s
not belie+able an,more<
4hat the, should reali%e is that h,pe itself does not sell
7ell< /ome less e@perienced cop,7riters often tr, to
compensate for their lack of research or not full,
understanding their target market or the product itself b,
adding tons of ad:ecti+es and ad+erbs and e@clamation
points and big bold t,pe<
4he7D If ,ou do ,our :ob right it;s :ust not needed<
That;s not to sa, some ad+erbs or ad:ecti+es don;t ha+e
their placeEonl, if the,;re used sparingl, and onl, if the,
ad+ance the sale<
&ut I think ,ou;d agree that backing up ,our cop, 7ith
proof and belie+abilit, 7ill go a lot farther in con+incing
,our prospects than >po7er 7ordsC alone< I sa, po7er
7ords because there are certain ad+erbs and ad:ecti+es
that ha+e been pro+en to make a difference 7hen the,;re
included< This b, itself is not h,pe< &ut repeated too
often the, become less effecti+e and the, take a7a, 1at
least in ,our prospect;s mind2 from the proof<
4hich brings us into our ne@t tipE
Chapter 4
Incorporating Proof and BeIievabiIity
4hen ,our prospect reads ,our ad ,ou 7ant to make
sure he belie+es an, claims ,ou make about ,our product
or ser+ice< &ecause if there;s an, doubt in his mind he
7on;t bite no matter ho7 s7eet the deal< In fact the >too
good to be trueC mentalit, 7ill +irtuall, guarantee a lost
saleEe+en if it is all true<
/o 7hat can ,ou do to increase the perception of
belie+abilit,9 &ecause after all it;s the perception ,ou
need to address up front< &ut of course ,ou also must
make sure ,our cop, is accurate and truthful<
(ere are some tried and tested methods that 7ill help=
$mphasi%e Their Trust in You
If ,ou;re dealing 7ith e@isting customers 7ho alread,
kno7 ,ou deli+er as promised emphasi%e that trust<
6on;t lea+e it up to them to figure it out< Make them stop
cock their heads and sa, >Gh ,eah< The A&C Compan,
has ne+er done me 7rong before< I can trust them<C
Include Testimonials of /atisfied Customers
&e sure to put full names and locations 7here possible<
Femember >A</<C is a lot less belie+able than >And,
/herman Joorhees !KC< If ,ou can also include a
picture of the customer andLor a professional title that;s
e+en better< It doesn;t matter that ,our testimonials aren;t
from somebod, famous or that ,our prospect does not
kno7 these people personall,< If ,ou ha+e enough
compelling testimonials and the,;re belie+able ,ou;re
much better off than not including them at all<
/upport Your Claim
Pepper ,our cop, 7ith facts and research findings to
support ,our claims< &e sure to credit all sources e+en if
the fact is common kno7ledge because a neutral source
goes a long 7a, to7ards credibilit,<
Include Your Picture and Credentials
For a direct mail letter or certain space ads 7here the
cop, is in the form of a letter from a specific indi+idual
including a picture of that person helps< &ut unlike
>traditionalC real estate letters and other similar ads I;d
put the picture at the end near ,our signature or mid7a,
through the cop, rather than at the top 7here it 7ill
detract from ,our headline< AndEif ,our sales letter is
from a specific indi+idual be sure to include his
credentials to establish him as an e@pert in his field
1relating to ,our product or ser+ice of course2<
Cite ThirdBpart, A7ards or Fe+ie7s
If applicable cite an, a7ards or thirdBpart, re+ie7s the
product or ser+ice has recei+ed<
And if ,our product does not ha+e an, a7ards or re+ie7s
7hat are ,ou 7aiting for9 Go out and get them<
4rite to the local ne7spapers maga%ines e%ines t+
stations and tell them about ,our great product< Gffer
them a free sample< Tell them ho7 ,our product 7ill
benefit their target audience<
If You (a+e /old a 8ot of 4idgets Tell Them
It;s the old >1* million people can;t be 7rongC adage 1the,
can be but ,our prospect 7ill likel, take ,our side on the
matter2<
Include a Great Feturn Polic, and /tand &, It
This is :ust good business polic,< Man, times offering a
double refund guarantee for certain products 7ill result in
higher profits< Yes ,ou;ll dish out more refunds but if
,ou sell three times as man, 7idgets as before and onl,
ha+e to refund t7ice as much as before it ma, be 7orth
it depending on ,our offer and return on in+estment<
Crunch the numbers and see 7hat makes sense< More
importantl, testD Make them think >Gee the, 7ouldn;t
be so generous 7ith returns if the, didn;t stand behind
their productDC
Add a Celebrit, $ndorsement
If ,ou can s7ing it adding a celebrit, endorsement 7ill
al7a,s help to establish credibilit,< (eck if Mol honest
Abe 8incoln recommended ,our product and backs up
,our claims it must be trueD Gk ,ou get the idea though<
-se 'rd Part, Testimonials
4hen it makes sense use 'rd part, testimonials< 4hat
are 'rd part, testimonials9 Gi+en belo7 is an e@ample<
You can use 'rd part, testimonials 7hen ,our product is
ne7 and there isn;t man, customer testimonials a+ailable
,et<
>/impl, clicking on a banner ad can install
sp,7are<C
6a+e Meth+in Chief Technolog, Gfficer PC Pitstop
6o ,ou see 7hat I did9
I took .uote from an e@pert and turned him to m, side<
&ut be sure to get the rele+ant consent or permission if
there;s e+er an, .uestion about reproduction of
cop,righted materials<
!ote that I also pushed an emotional hot button= fear<
People 7ill generall, do more to a+oid pain than to obtain
pleasure< /o 7h, not use that tidbit of info to ,our
ad+antage9
Fe+eal a Fla7 About Your Product
This helps alle+iate the >too good to be trueC s,ndrome<
You re+eal a fla7 that isn;t reall, a fla7< Gr re+eal a fla7
that is minor :ust to sho7 that ,ou;re being upfront about
,our product;s shortcomings<
For e@ample<<<
>You;re probabl, thinking right no7 that this tennis racket
is a miracle 7orker B and it is< &ut I must tell ,ou that it
has one littleEshortcoming<
NM, racket takes about # 7eeks to get used to< In fact
7hen ,ou first start using it ,our game 7ill actuall, get
7orse< &ut if ,ou can :ust ride it out ,ou;ll see a
tremendous impro+ement in ,our +olle,s net pla,
ser+es EC
And so on<<<
There;s a tendenc, to think 7ith all of the ads that 7e are
bombarded 7ith toda, that e+er, ad+ertiser is al7a,s
putting his best foot for7ard so to speak< And I think that
line of reasoning is accurate to a point<
&ut isn;t it refreshing 7hen someone stands out from the
cro7d and is honest9 In other 7ords ,our reader 7ill
start to subconsciousl, belie+e that ,ou are re+ealing all
of the fla7s e+en though ,our best foot still stands
for7ard<
6eadline
If ,ou are limiting the offer 7ith a deadline >order b,C date
be sure the deadline is real and does not change<
6eadlines that change e+er, da, are sure to reduce ,our
credibilit,< The prospect 7ill suspect >if his deadline date
keeps changing he;s not telling the truth about itEI
7onder 7hat else he;s not telling the truth about<C
Chapter 5
The Unique SeIIing Proposition (USP)
Also kno7n as the -ni.ue /elling point the -/P is often
one of the most misunderstood elements of a good sales
letter< It;s 7hat separates ,our product or ser+ice from
,our competitors< 8et;s take a .uick look at some uni.ue
selling propositions for a product itself=
8o7est Price< If ,ou;+e got the corner marketed on
budget prices flaunt it< 4alBMart has made this
-/P famous latel, but it;s not ne7 to them< In fact
selling for cheaper has been around as long as
capitalism itself< Personall, I;m not cra%, about
price 7ars because someone can al7a,s come
along and sell for cheaper< Then it;s time for a ne7
strateg,E
/uperior Oualit,< If it outperforms ,our competitor;s
product or is made 7ith higher .ualit, materials it;s
a good bet that ,ou could use this fact to ,our
ad+antage< For e@ample compare &re,ers Ice
Cream to their competitor;s< From the packaging to
the 7holesome superior ingredients the .ualit, is
e+ident< It ma, cost a little more than their
competitor;s ice cream but for their market it sells<
/uperior /er+ice< If ,ou offer superior ser+ice o+er
,our competitor;s people 7ill bu, from ,ou instead<
This is especiall, true 7ith certain markets that are
all about ser+ice= longBdistance Internet ser+ice
pro+iders cable tele+ision etc<
$@clusi+e Fights< M, fa+oriteD If ,ou can
legitimatel, claim that ,our product is protected b, a
patent or cop,right licensing agreement etc< then
,ou ha+e a 7inner for e@clusi+e rights< If ,ou ha+e
a patent e+en the President of the -nited /tates
must bu, it from ,ou<
Gk 7hat if ,our product or ser+ice is no different than
,our competitor;s9 I 7ould disagree because there are
al7a,s differences< The trick is to turn them into a
positi+e ad+antage for ,ou< You 7ant to put ,our >best
foot for7ard<C /o 7hat can 7e do in this scenario9
Gne 7a, is to present something that ,our compan, has
de+ised internall, that no other compan, does< 8ook
there;s a reason 7h, computer store >AC offers to beat
their competitor;s price for the same product b, HP< If
,ou look closel, the t7o packages are ne+er e@actl, the
same< Compan, >&C offers a free scanner 7hile
compan, >AC offers a free printer< Gr some other
difference< The, are comparing apples to oranges< /o
unless ,ou find a compan, 7ith the e@act same package
1,ou 7on;tEthe,;+e seen to that2 ,ou 7on;t be able to
cash in<
&ut 7hat if ,ou trul, ha+e the same 7idget for sale as the
gu, up the road9
-nless ,our prospect kno7s the inner 7orkings of both
,our and ,our competitor;s product including the
manufacturing process customer ser+ice and e+er,thing
inBbet7een then ,ou ha+e a little potential creati+e
licensing here< &ut ,ou must be truthful<
For e@ample if I tell m, readers that m, product is bathed
in steam to ensure purit, and cleanliness 1like the cans
and bottles in most beer manufacturing processes2 it
doesn;t matter that Koe;s &eer up the road does the same
thing< That fact that Koe doesn;t ad+ertise this fact makes
it a -/P in ,our prospect;s e,es<
4ant some more -/P e@amples9
4e are the onl, car repair shop that 7ill bu, ,our
car if ,ou are not 1** percent satisfied 7ith our
7ork<
6eli+ered in '* minutes or it;s on usD
!o other furniture compan, 7ill pa, for ,our
shipping<
Gur recipe is so secret onl, three people in the
7orld kno7 itD
As 7ith most 7a,s to boost cop, response research is
the ke, 7ith ,our -/P< /ometimes ,our -/P is ob+ious B
if ,ou ha+e a patent for e@ample< At other times ,ou must
do a little leg7ork to disco+er it 1or shape it to ,our target
market2<
(ere;s 7here a little persistence and inBperson selling
reall, pa,s off< 8et me gi+e ,ou an e@ample to illustrate
7hat I mean=
/uppose ,our compan, sells beanbag chairs for kids< /o
,ou being the 7ise marketer that ,ou are decide to sell
these beanbags in person to prospects before 7riting
,our cop,<
After completing t7ent, different pitches for ,our product
,ou disco+er that 0) percent of those ,ou +isited asked if
the chair 7ould e+entuall, leak< /ince the chairs are for
kids it;s onl, logical that parents 7ould be concerned
about their ,oungster :umping on it rolling on it and doing
all things possible to break the seam and >spill the
beans<C
/o 7hen ,ou 7rite ,our cop, ,ou make sure ,ou address
that issue= >You can rest assure that our superBstrong
beanbag chairs are tripleBstitched for guaranteed leakB
proof performance< !o other compan, 7ill make this
guarantee about their beanbag chairsDC
Chapter 6
The HeadIine
If ,ou;re going to make a single change to boost ,our
response rate the most focus on ,our headline 1,ou do
ha+e one don;t ,ou92<
4h,9 &ecause fi+e times as man, people read ,our
headline than ,our cop,< Ouite simpl, a headline isEan
ad for ,our ad< People 7on;t stop their bus, li+es to read
,our cop, unless ,ou gi+e them a good reason to do so<
/o a good headline promises some ne7s and a benefit<
Perhaps ,ou;re thinking >4hat;s this about ne7s ,ou
sa,9C
Think about the last time ,ou bro7sed through ,our local
ne7spaper< You checked out the articles one b, one
and occasionall, an ad ma, ha+e caught ,our e,e<
4hich ads 7ere the ones most likel, to catch ,our e,e9
The ones that looked like an article of course<
The ones 7ith the headline that promised ne7s<
The ones 7ith fonts and t,pe that closel, resembled the
fonts and t,pe used in articles<
The ones that 7ere placed 7here articles 7ere placed 1as
opposed to being placed on a full page of ads for
e@ample2<
And the ones 7ith the most compelling headlines that
con+inced ,ou it;s 7orth a fe7 minutes to read the cop,<
The headline is that po7erful and that important<
I;+e seen man, ads o+er the ,ears that didn;t e+en ha+e a
headline< And that;s :ust sill,< It;s the e.ui+alent of
flushing good mone, spent on ad+ertising right do7n the
toilet<
4h,9 &ecause ,our response can increase dramaticall,
b, not onl, adding a headline but b, making that
headline almost impossible to resist for ,our target
market<
And those last three 7ords are important< Your target
market<
For e@ample take a look at the follo7ing headline=
Announcing.New High-Tech GIoves Protect
Wearer Against Hazardous Waste
!e7s and a benefit<
4ill that headline appeal to e+er,one9
!o and ,ou don;t care about e+er,one<
&ut for someone 7ho handles ha%ardous 7aste the,
7ould sure appreciate kno7ing about this little gem<
That;s ,our target market and it;s ,our :ob to get them to
read ,our ad< Your headline is the 7a, ,ou do that<
Gk no7 7here do ,ou find great headlines9
You look at other successful ads 1especiall, direct
response2 that ha+e stood the test of time< You look for
ads that run regularl, in maga%ines and other
publications< (o7 do ,ou kno7 the,;re good9 &ecause if
the, didn;t do their :ob the ad+ertiser 7ouldn;t keep
running them again and again<
You get on the mailing lists of the big direct response
companies like Agora and &oardroom and sa+e their
direct mail packages<
You read the !ational $n.uirer<
(uh9 You heard that correctl,<
The !ational $n.uirer has some of the best headlines in
the business<
Pick up a recent issue and ,ou;ll see 7hat I mean< Gk
no7 ho7 could ,ou adapt some of those headlines to
,our o7n product or ser+ice9
Your headline should create a sense of urgenc,< It
should be as specific as possible 1i<e< sa, A1**0#04<#'
instead of >a million dollarsC2<
The headline appearance is also +er, important< Make
sure the t,pe used is bold and large and different from
the t,pe used in the cop,< Generall, longer headlines
tend to out pull shorter ones e+en 7hen targeting more
>conser+ati+eC prospects<

/ome other sites online 7here ,ou can get great
headlines 1from master cop,7riter Kohn Carlton no less2
are=
http=LL777<otsdirect<comLproducts<html
http=LL777<trsdirect<comLproduct<php
http=LL777<ohpdirect<comLproduct<php
Gn each page click on the indi+idual products in order to
+ie7 the ads and headlines<
It should go 7ithout sa,ing that 7hen ,ou use other
successful headlines ,ou adapt them to ,our o7n
product or ser+ice< !e+er cop, a headline 1or an, other
7ritten cop,righted piece of 7ork for that matter2 7ord for
7ord< Cop,7riters and ad agencies are notoriousl,
famous for suing for plagiarism< And rightfull, so<
Chapter 7
The More You TeII, The More You SeII
The debate on using long cop, +ersus short cop, ne+er
seems to end< -suall, it is a ne7comer to cop,7riting
7ho seems to think that long cop, is boring and 7ellE
long< >I 7ould ne+er read that much cop,C the, sa,<
The fact of the matter is that all things being e.ual long
cop, 7ill outperform short cop, e+er, time< And 7hen I
sa, long cop, I don;t mean long and boring or long and
not targeted<
The person 7ho sa,s he 7ould ne+er read all that cop, is
making a big mistaking in cop,7riting= he is going 7ith his
gut reaction instead of rel,ing on test results< (e is
thinking that he himself is the prospect< (e;s not< 4e;re
ne+er our o7n prospects<
There ha+e been man, studies and split tests conducted
on the long cop, +ersus short cop, debate< And the clear
7inner is al7a,s long cop,< &ut that;s targeted rele+ant
long cop, as opposed to not targeted boring long cop,<
/ome significant research has found that readership
tends to fall off dramaticall, at around '** 7ords but
does not drop off again until around '*** 7ords<
If I;m selling an e@pensi+e set of golf clubs and send m,
long cop, to a person 7ho;s pla,s golf occasionall, or
al7a,s 7anted to tr, golf I am sending m, sales pitch to
the 7rong prospect< It is not targeted effecti+el,< And so
if a person 7ho recei+es m, long cop, doesn;t read past
the '**th 7ord the, 7eren;t .ualified for m, offer in the
first place<
It 7ouldn;t ha+e mattered 7hether the, read up to the
1**th 7ord or 1****th 7ord< The, still 7ouldn;t ha+e
made a purchase<
(o7e+er if I sent m, long cop, to an a+id dieBhard golfer
7ho :ust recentl, purchased other e@pensi+e golf
products through the mail painting an irresistible offer
telling him ho7 m, clubs 7ill knock 1* strokes off his
game he;ll likel, read e+er, 7ord< And if I;+e targeted m,
message correctl, he 7ill bu,<
Femember if ,our prospect is '*** miles a7a, it;s not
eas, for him to ask ,ou a .uestion< You must anticipate
and ans7er all of his .uestions and o+ercome all
ob:ections in ,our cop, if ,ou are to be successful<
And make sure ,ou don;t thro7 e+er,thing ,ou can think
of under the sun in there< You onl, need to include as
much information as ,ou need to make the saleEand not
one 7ord more<
If it takes a 1*Bpage sales letter so be it< If it takes a 13B
page monologue fine< &ut if the 1*Bpage sales letter
tests better than the 13Bpage monologue then b, all
means go 7ith the 7inner<
6oes that mean e+er, prospect must read e+er, 7ord of
,our cop, before he 7ill order ,our product9 Gf course
not<
/ome 7ill read e+er, 7ord and then go back and reread it
again< /ome 7ill read the headline and lead then skim
much of the bod, and land on the close< /ome 7ill scan
the entire bod, then go back and read it< All of those
prospects ma, end up purchasing the offer but the, also
all ma, ha+e different st,les of reading and skimming<
4hich brings us to the ne@t tipE
Chapter 8
Write To Be Scanned
Your la,out is +er, important in a sales letter because
,ou 7ant ,our letter to look in+iting refreshing to the
e,es< In short ,ou 7ant ,our prospect to stop 7hat he;s
doing and read ,our letter<
If he sees a letter 7ith tin, margins no indentations no
breaks in the te@t no 7hite space and no subheadsEif
he sees a page of nothing but densel,Bpacked 7ords do
,ou think he;ll be tempted to read it9
!ot likel,<
If ,ou do ha+e ample 7hite space and generous margins
short sentences short paragraphs subheads and an
italicized different colored or underlined 7ord here and
there for emphasis it 7ill certainl, look more in+iting to
read<
4hen reading ,our letter some prospects 7ill start at the
beginning and read 7ord for 7ord< /ome 7ill read the
headline and ma,be the lead then read the >P</<C at the
end of the letter and see 7ho the letter is from then start
from the beginning<
And some folks 7ill scan through ,our letter noticing the
+arious subheads strategicall, positioned b, ,ou
throughout ,our letter then decide if it;s 7orth their time
to read the entire thing< /ome ma, ne+er read the entire
letter but order an,7a,<
You must 7rite for all of them< Interesting and compelling
long cop, for the studious reader and short paragraphs
and sentences 7hite space and subheads for the
skimmer<
/ubheads are the smaller headlines sprinkled throughout
,our cop,<
Like this.
4hen coming up 7ith ,our headline some of the
headlines that didn;t make the cut can make great
subheads< A good subhead forces ,our prospect to keep
reading threading him along from start to finish
throughout ,our cop, 7hile also pro+iding the glue
necessar, to keep skimmers skimming<
Chapter 9
The Structure of AIDAS
There;s a 7ellBkno7n structure in successful sales letters
described b, the acron,m AI6A<
AI6A stands for=
Attention
Interest
6esire
Action
First ,ou capture ,our prospect;s attention< This is done
7ith ,our headline and lead< If ,our ad fails to capture
,our prospect;s attention it fails completel,< Your
prospect doesn;t read ,our stellar cop, and doesn;t order
,our product or ser+ice<
Then ,ou 7ant to build a strong interest in ,our prospect<
You 7ant him to keep reading because if he reads he
:ust might bu,<
!e@t ,ou channel a desire< (a+ing a targeted market for
this is ke, because ,ou;re not tr,ing to create a desire
7here one did not alread, e@ist< You 7ant to capitali%e
on an e@isting desire 7hich ,our prospect ma, or ma,
not kno7 he alread, has< And ,ou 7ant ,our prospect to
e@perience that desire for ,our product or ser+ice<
Finall, ,ou present a call to action< You 7ant him to pick
up the telephone return the repl, card attend the sales
presentation order ,our product 7hate+er< You need to
ask for the sale 1or response if that;s the goal2< You don;t
7ant to beat around the bush at this point< If ,our letter
and AI6A structure is sound and persuasi+e here;s
7here ,ou present the terms of ,our offer and urge the
prospect to act no7<
A lot has been 7ritten about the AI6A cop,7riting
formula< I;d like to add one more letter to the acron,m= /
for /atisf,<
In the end after the sale is made ,ou 7ant to satisf, ,our
prospect 7ho is no7 a customer< You 7ant to deli+er
e@actl, 7hat ,ou promised 1or e+en more2 b, the date
,ou promised in the manner ,ou promised< In short ,ou
7ant to gi+e him e+er, reason in the 7orld to trust ,ou the
ne@t time ,ou sell him a backBend offer< And of course
,ou;d rather he doesn;t return the product 1although if he
does ,ou also e@ecute ,our return polic, as promised2<
$ither 7a, ,ou 7ant ,our customers to be satisfied< It
7ill make ,ou a lot more mone, in the long run<
Chapter 10
Use Takeaway SeIIing to Increase the
Urgency
4hen ,ou limit the suppl, of a product or ser+ice in some
7a, 1i<e< takea7a, selling2 basic economics dictates that
the demand 7ill rise< In other 7ords people 7ill generall,
respond better to an offer if the, belie+e the offer is about
to become una+ailable or restricted in some 7a,<
And of course the opposite is also true< If a prospect
kno7s ,our product 7ill be around 7hene+er he needs it
there;s no need for him to act no7< And 7hen ,our ad is
put aside b, the prospect the chance of closing the sale
diminishes greatl,<
It;s ,our :ob therefore to get ,our prospect to bu, and
bu, no7< -sing scarcit, to sell is a great 7a, to
accomplish that<
There are basicall, three t,pes of takea7a,s=
8imiting The Ouantit,
Present a fi@ed number of 7idgets a+ailable for sale<
After the,;re gone that;s it<
/ome good 7a,s to limit the .uantit, include=
Gnl, so man, units made or obtained
/elling off old stock to make room for ne7
8imited number of cosmeticall,Bdefected items
or a fire sale
Gnl, a limited number being sold so as not to
saturate the market
8imiting The Time
A deadline is added to the offer< It should be a
realistic deadline not one that changes all the time
1especiall, on a 7ebsite 7here the deadline date
al7a,s seems to be midnight that +er, da, 7hen
,ou return the ne@t da, the deadline date has
m,steriousl, changed to the midnight of the ne7
da,2<
6eadlines that change decrease ,our credibilit,<
This approach 7orks 7ell 7hen the offer or the price
7ill change or the productLser+ice 7ill become
una+ailable after the deadline<
8imiting The Gffer
The third method limiting the offer is accomplished
b, limiting other parts of the offer such as the
guarantee bonuses or premiums the price and so
on<
4hen using takea7a, selling ,ou must be sure to
follo7Bthrough 7ith ,our restrictions< If ,ou sa, ,ou
onl, ha+e )** 7idgets to sell then don;t sell )*1< If
,ou sa, ,our offer 7ill e@pire at the end of the
month make sure it does< Gther7ise ,our
credibilit, 7ill take a hit< Prospects 7ill remember
the ne@t time another offer from ,ou makes its 7a,
into their hands<
Another important thing ,ou should do is e@plain the
reason 7h, the offer is being restricted< 6on;t :ust sa, the
price 7ill be going up in three 7eeks but decline to tell
them 7h,<
(ere are some e@amples of good takea7a, selling=
>-nfortunatel, I can onl, handle so man, clients< Gnce
m, plate is full I 7ill be unable to accept an, ne7
business< /o if ,ou;re serious about strengthening ,our
in+estment strategies and creating more 7ealth than e+er
before ,ou should contact me A/AP<C
>FememberE,ou must act b, QdateR at midnight in order
to get m, # bonuses< These bonuses ha+e been
pro+ided b, QthirdBpart, compan,R and 7e ha+e no
control o+er their a+ailabilit, after that time<C
>4e;+e obtained onl, 0)* of these premiums from our
+endor< Gnce the, are gone 7e 7on;t be able to get an,
more until ne@t ,ear< And e+en then 7e can;t guarantee
the price 7ill remain the same< In fact because of the
increasing demand it;s +er, likel, the price could double
or triple b, thenDC
Femember 7hen I said earlier that people bu, based on
emotions then back up their decision to bu, 7ith logic9
4ell b, using takea7a, selling that restriction becomes
part of that logic to bu, and bu, no7<
ConcIusion
Great cop, is made not born< It is deri+ed from pro+en
test results designed to do one thing and do it 7ell= sell<
$ffecti+e ad+ertising doesn?t al7a,s use Ngrammaticall,
correctN $nglish< It uses short sentences fragments< 8ike
this<
It con+inces ,ou to bu, and bu, no7< Period<
It talks about benefits not features< It sells on emotion
and reinforces the decision to bu, 7ith logic<
It paints a compelling picture and irresistible offer that
forces ,our prospect to act and act no7D And if it doesn?t
then ,ou drop that ad like a hot potato and go 7ith one
that does<
$ffecti+e persuasion is like ,our top salesperson B the one
7ho continues to break all ,our sales records ,ear after
,ear B on the :ob #4 @ 0 multiplied b, thousands or
millionsD Kust imagine if that salesperson the one 7ith
pro+en results could be multiplied as much as ,ou
7anted<
!o7 that 7ould be effecti+e 1and costBefficient2 marketingD
And that?s the kind of pro+en marketing ,ou need to
emplo,<
About The Editor
I am the 7ebmaster of OuittingYourKob<com a site about
starting and running an online home based business<
Probabl, the best thing about this site is that it tells it like
it is 7ithout an, of the h,pe that is so t,pical in other
similar sites<
I also run # other sites< Fore@AsAnIn+estment<com is
about an in+estment that is making me about #)P B )*P
per ,ear and 4ack,B&ackground<com presents some
rather ama%ing background te@tures<
Licence
You are hereb, gi+en permission to gi+e a7a, or sell this
ebook in its original unmodified and complete form<
This ebook ma, be uploaded to 7eb sites ebook
directories or stored in an archi+e<
This ebook ma, be distributed on C6BFGM disks
diskettes or an, other electronic media<
Branding Info
A brandable +ersion of this ebook is a+ailable< The
follo7ing links 7ill be brandable=
The title and link follo7ing the te@t N&rought to ,ou
b,=N on the front co+er<
The title and link at the bottom of e+er, alternate
page<
Click here to get ,our cop, for free<
This brandable ebook is created using JiralP6F< Click
here for more information or to purchase ,our o7n cop,<
For more free brandable ebooks click here<
abcdefghijkImnopqrstuvwxyzABCDEFGHIJKLMNOPQ
RSTUVWXYZ1234567890~`!@#$%^&*()-_=+[{]}\|
;:'",<.>/?

Learn To Write More Effective Ads

Enviado por

Dados do documento

Título original

Direitos autorais

Formatos disponíveis

Compartilhar este documento

Compartilhar ou incorporar documento

Opções de compartilhamento

Você considera este documento útil?

Este conteúdo é inapropriado?

Direitos autorais:

Formatos disponíveis

Learn To Write More Effective Ads

Enviado por

Direitos autorais:

Formatos disponíveis

Learn To

Você também pode gostar