HOW YOU CAN CREATE ADVERTISING THAT SELLS...Written by Thom Reece
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How do you write attention-getting headline? First, carefully review all benefits of-use of your product or service. Second, take your most important benefit and weave that benefit into your headline. Use action words to describe benefit to one individual reader.
Here are some examples...
"Save 50% On Office Supplies...Send For Your Free Catalog Today !"
"How YOU Can Create Advertising That SELLS!"
"New! Amazing Techniques That You Can Use To Land A High-Paying Job...Today!"
"How To Design Profit-Producing Web Sites That SELL!"
APPEALING TO BUSINESS EXECUTIVES
When writing your ad to a business-to-business audience you should keep in mind six key benefits most likely to get attention:
1.Save Money 2.Save Time 3.Increase Sales 4.Increase Profits 5.Enhance Image 6.Boost cash flow
Most other benefits are subordinate to these key six. I call them the"Business Benefit Six-Pack." Show your customer how your product or service provides these benefits, and you will dramatically improve your results.
INTEREST AND DESIRE> (The Offer, Body Copy, Benefits-Benefits- Benefits) You build interest in your product or service (and desire to buy) by making customer a compelling offer and by describing as many benefits as possible in simple and interesting terms.
Tip # 1: Top ad pros always write ad first, then buy whatever space necessary to display ad message with clarity and power.
Tip # 2: Words sell...graphic design displays words in a visually appealing way. Donít confuse two. No amount of trendy design will make a poorly written ad sell for you. Good design reinforces good copy...it cannot take place of it! The implication for internet marketers is that content is king. Avoid glitsy, moving graphics that only distract from your message and increase load times. Good design and good copy should work synergistically.
Tip #3: Long copy sells...as long as itís good copy. I call it "greased slide" copy. You get reader on top of slide when he reads a powerful headline, and he canít get off until he has taken action asked for (i.e., ordered product, made trip to store, dialed phone, clicked order/inquiry button, filled out on-line order, etc.).
ACTION(Ask For The Order) Now comes moment of truth. You must ask for order. Give reasons for customer to buy now...and make it easy for him to do so. In direct response marketing, this will involve a coupon for mail orders, a toll-free order line, an e-mail address, an on-line order form, a fax order line..any means to make it easy and simple to order!
Take fear out of purchase. Give solid guarantees. Offer secure ordering for on-line customers. Show testimonials from satisfied customers.
Show what customer is going to lose if he doesnít order now.
If you are a retailer, include a map to your store(s) (newcomers love them). Show credit cards you accept, list hours of operation, tell them about your friendly staff, include a special coupon or other incentive. In other words, "Roll out red carpet."
INVEST IN FUTURE PROFITS
So there you have it. A primer on good advertising. If Iíve piqued your interest to learn more, then check out other articles available at this resource.
Remember, bad advertising...no matter what media...is an unproductive expense.
Good advertising is an investment in future profits!
Good advertising and good management go together. You canít have a successful business on-line or off-line---without both.
Thom Reece, is a direct marketing consultant. For additional information on his speaking or consulting services you can visit his company's web site: On-Line Marketing Resource Center or E-MAIL