Rule Three:- The Copy

Always overstate product, but within bounds of truth and reasonableness!

For some reason long copy, sell books. People will actually read an entire page of text if story is strong enough. For straight products, body of text really just gives feature and benefits, together with a slight allusion to an improvement in lifestyle.

A classic piece of rubbish for security book would be:- "We at ACME security have been leaders in field of home security for over seventy years, winning Queens award for industry on at least five occasions."

So what? Who cares? What's that got to do with ME?

Here's an important little technique that can be used to fascinate your readers. It's 'reverse' technique. In this technique, you take what is considered an obvious and well know fact about your subject, and then state exact opposite in your advert.

We all know that in order to keep burglars out, we have to lock doors. Right? I mean, that's obvious. OK we're going to take this obvious fact and simply state exact opposite. Like this:- Why leaving doors UNLOCKED can sometimes be better than locking them.

"How can this be?" you ask yourself.

Why fitting a car alarm can sometimes result in car thieves flocking to break into your car.

"What's that?!! Surely with an alarm fitted, they'll give your car a miss?" Well it depends. There are several reasons why sometimes (which is all I said) opposite might be true. For example, if you have a car alarm then that means you have something worth stealing. Also car thieves are full of machismo and they like stealing difficult cars, they stay clear of easy ones because there's not enough danger and excitement. Most car alarms can be bypassed. Get idea?

To sum up, your headline must grab reader's attention, it doesn't matter how good your offer is, if your ad doesn't get read, you've lost them before you get a fair shot.

Once you've got their attention, you've got to keep them interested. Your ad copy must intrigue and captivate them so they will read your entire offer....

7. Have a professional looking web site to publish your ad on. When people visit your site and it looks unprofessional, they'll relate that to your product.

8. Publish any endorsements from famous people in your ad. Some people will think if a famous person, enjoys your product, so will they.

9. Use a money back guarantee in your ad. This will remove risk from your potential customers and show them that you stand behind your product.

10. Provide testimonials from satisfied customers in your ad. The testimonials should include specific and believable results you customers have received.