Whenever you sit down to write
advertising copy intended to pull the orders -sell the product -you should
picture yourself in a one-on-one situation and "talk" to your reader
just as if you were sitting across from him at your dining room table.
Be specific and ask him if these are
the things that bother him -are these the things he wants -and he's the one you
want to buy the product...the layout you devise for your ad, or the frame you
build around it, should also command attention.
Either make it so spectacular that
it stands out like lobster at a chili dinner, or so uncommonly simple that it
catches the reader's eye because of its very simplicity [known as a “plain
vanilla” Web site].
It's also important that you don't
get cute with a lot of unrelated graphics and other “eye candy”. Your ad should
convey the feeling of excitement and movement, but should not tire the eyes or
disrupt the flow of the message you are trying to present.
Any graphics or artwork you use
should be relevant to your product, its use and/or the copy you have written
about it. Graphics [other than your product photo] should be used modestly-
as artistic touches; to create an atmosphere.
Any photos within your ad should
compliment the selling of your product, and prove or substantiate specific
points in your copy. Once you have your reader's attention, the only way you
are going to keep it, is by quickly and emphatically telling him what
your product will do for him.
Your potential buyer doesn't care in
the least how long it's taken you to produce the product, how long you have
been in business, nor how many years you've spend learning your craft- save
that for your About Me page for those who are interested!
All she really wants to know, is
specifically how she is going to benefit form the purchase of your product. Period. Generally, her wants (and perceived needs) will fall
into one of the following categories:
ü
Better
health;
ü
More
comfort;
ü
More
money;
ü
More
leisure time;
ü
More
popularity;
ü
Greater
charisma/beauty;
ü
Greater
success and/or
ü
Greater
security!
Even though you have your reader's
attention, you must follow through with an enthusiastic enumeration of the
benefits you can gain. In essence, you must reiterate the advantages, comfort
and happiness she'll enjoy -as you have implied in your headline.
Mentally picture your prospect
-determine his wants and emotional needs -put yourself in his shoes, and ask
yourself: If I were reading this ad, what are the things that would appeal to
me?
Write your copy to appeal to your
reader's wants, emotional needs and ego cravings!
Remember, it's not the "safety
features" that have sold fine cars for the past 50 years -nor has it been
the need of transportation. It has been, and almost certainly always will be
the advertising writer's recognition of people's wants and emotional/ego
needs/cravings.
Visualize your prospect, recognize
his wants and satisfy them. Then Stand and Deliver on your promise, with a
sweet, unadvertised bonus bundle!
Writing good advertising copy is
nothing more or less than knowing "who" your buyers are; recognizing
what he wants; and then telling him how your product will fulfill each of those
wants.
“I can define copy writing in two words: applied psychology.”
- Alex
Mandossian
The "desire" portions of
your ad is where you present the facts of your product; create and justify your
prospect’s conviction, and cause her to demand "a piece of the
action" for herself.
It's vitally necessary that you
present "proven facts" about your product because survey results show
that at least 80% of the people reading your ad -especially those reading it
for the first time -will tend to question its authenticity.
So, the more facts you can present
in the ad, the more credible your offer. People want “logical facts” to justify
emotional surges of instant gratification- as reasons/excuses for buying a
product.
It's like the girl who wants to
marry the guy her father calls a "no good bum."
Her heart -her emotions- tell her
yes, but she needs to nullify the seed of doubt lingering in her mind- to
rationalize her decision to go on with the wedding.
In other words, the "desire"
portion of your ad has to build belief and credibility in the mind of your
prospect.
It has to assure him of his good
judgment in the final decision to buy- furnish evidence of the benefits you
have promised- and afford him a "safety net" in case anyone should
question his decision to buy.
People tend to believe the things
that appeal to their ego, individual desires, fears and other emotions. Once
you have established a belief in this manner, logic and reasoning are used to
support it. Your reader "wants" to believe your ad if she has read it
through this far-
It is up to you to support her
initial desire.
Study your product and everything
about it- visualize the wants of your prospective buyers- dig up the facts, and
you'll almost always find plenty of facts to support the buyer's reasons for
buying.
Here is where you use results of
tests conducted, growing sales figures to prove increasing popularity, and
"user" testimonials or endorsements.
“Just exactly what is it for me?!?”
Draw a mental picture for your
potential buyer. Let her imagine owning the product. Induce her to visualize
all of the benefits you have promised. Give her the keys to seeing herself
richer, enjoying luxury, having time to do whatever she would like to do, and
with all of her dreams fulfilled.
This can be handled in one or two
sentences, or spelled out in a paragraph or more, but it is the absolute
ingredient you must include prior to closing the sale. Study all the enticing
sales presentations you have ever heard; look at every winning ad; these are
the elements that actually make the sales for you.
Remember them, use them, and don't
try to sell anything without them. Lots of ads are beautiful, almost perfectly
written, and quite convincing- yet they fail to command action form the reader.
If you want the reader to have your product, then tell her so and command that
she send her money now.
Unless you enjoy spending money on
eBay listings, mildly entertaining your prospects with your beautiful writing
skills; always command that she complete the sale now, by taking action now- by
ordering, visiting your eBay store or Web site, etc.
Once you have got her on the hook-
land her! Don't let her get away!
Probably, one of the most common and
best methods of moving the reader to act now, is written in some form of the
following:
All of this can be yours!
You can start enjoying this new way of life immediately, simply by sending a
check for $XX!
Don't put it off, then later wish you had gotten in on the ground floor!
Make out that check now, and "be IN on the ground floor!"
Act now, and as an "early-bird" buyer, we'll include a big bonus
package -absolutely free, simply for acting immediately!
You win all the way!
We take all the risk!
If you are not satisfied, simply return the product and we will quickly refund
your money!
Do it now!
Get that check on its way to us today, and receive the big bonus package!
After next week, we won't be able to include the bonus as a part of this
fantastic deal, so act now!
The sooner you act, you more you win!
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