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How
To Create Successful Advertising Copy
by
Bob Leduc
Writing effective
copy for ads, web pages, sales letters and other marketing communications
isn't difficult when you know what works. After many years of trial and
error I developed a checklist of 7 "rules" I follow to create successful
advertising copy. These rules apply to writing copy for any type of marketing
communication.
1. DEFINE THE GOAL
OF YOUR MESSAGE
Define what you want
your message to accomplish before you begin writing. Do you want to generate
inquiries (leads)? Do you want to get orders? What action do you want
readers to take? How do you want them to respond? Put your goal in writing
and refer to it often as you develop your message. Everything you write
should directly support this goal. Get rid of anything that doesn't.
2. KNOW YOUR AUDIENCE
AND WHAT THEY WANT
Maybe everybody CAN
use what you sell. But one targeted group WILL be most likely to buy it.
You can discover that group by defining the characteristics of your best
customers. Once you know your audience and what they want you can personalize
your writing to appeal to their specific interests.
TIP: Advertising
copy produces the biggest response when each reader can believe the message
was written specifically for them. As you write, visualize you're writing
to one person instead of to a large group of people. This will help you
write in a less formal and more personal style.
3. APPEAL TO THEIR
SELF-INTEREST, NOT YOURS
Customers don't care
about you, your product, your company, or your professional qualifications.
They only care about the benefit they get from buying your product or
service. The only thing a customer wants to know about your 1/2 inch drill
is that it's guaranteed to give them a 1/2 inch hole. Keep your ad copy
focused on the benefits you provide.
4. MAKE AN EMOTIONAL
APPEAL, NOT A LOGICAL ONE
Your ad copy should
dramatize the feeling your customers get while enjoying the benefits provided
by your product or service. Get them emotionally involved so they want
to start enjoying those benefits immediately. Use word pictures and real
life stories to draw readers into your message.
5. DON'T GIVE THEM
ANY CHOICES
You may spend a lot
of time writing your sales message and getting it "just right". Unfortunately,
your prospects will rush through it and make a fast decision. Don't slow
them down with any choices. They'll be afraid of making the wrong choice
and will protect themselves by making none. You'll lose sales.
EXCEPTION: Offer
many different ways to respond to your ad or sales message. Customers
already know whether phone, fax, online, etc. is more convenient for them.
They're more likely to act immediately when their favorite way to respond
is available.
6. MAKE YOUR BEST
OFFER
The offer is the
"deal" you're promoting (free information, special price, free bonus with
order, etc.). It's the only reason people respond to your advertising
copy. The stronger your offer the greater the response you'll get. Always
include the best offer you can afford and a reason to act fast.
7. SIMPLIFY EVERYTHING
Simple, clear copy
is easy to read and understand. It propels your customer to the decision
point with no hesitation. After you've written your copy, edit it for
simplicity and clarity. Use lots of 1 and 2 syllable words. Shorten sentences
and paragraphs. This is especially important for your web site where relief
is just a click away.
Follow these 7 rules
the next time you write new advertising copy. Use them as a checklist
to evaluate your existing ads, web pages and sales letters. They're a
proven formula you can use to maximize the response you get from all your
marketing communications.
Copyright 2000
Bob Leduc retired
from a 30 year career of recruiting sales personnel and developing sales
leads. He is now a Sales Consultant. Bob recently wrote a manual for small
business owners titled "How to Build Your Small Business Fast With Simple
Postcards" and several other publications to help small businesses grow
and prosper. For more information...
Email: BobLeduc@aol.com Subject:
"Postcards".
Phone: (702) 658-1707 (After 10 AM Pacific time)
Or write: Bob Leduc, PO Box 33628, Las Vegas, NV 89133
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