How to write Killer Classified Ad CopyWritten by David Bell
Continued from page 1
2. Back it up with convincing proof. The personal coach's ad for stressed-out overachievers, one that begins "How to stop overwhelm before it stops you," contains this proof: * 3 case studies, * 3 testimonials, * detailed credentials of coach * and a money-back guarantee. Despite its stunningly bold claims, ad comes across as very believable and has generated a record-breaking parade of new clients. 3. Ask for action. The investigator's sales letter to divorce lawyers, beginning "Why almost every financial statement in family court may not disclose full net worth of opposing spouse," ends this way: "I would like to meet with you at no charge to show you how I can be of service to you and your clients in future family law cases. "Please call me at your convenience so we can set up a meeting to discuss further how I can assist your clients recover their fair share of assets. Call me directly at xxx - xxx-xxxx." Killer copy always asks for action in most powerful way possible. Notice how above words spell out exactly what to do, and even make a big promise - that lawyer reading letter will recover more money in court for their clients (and, therefore, get more money themselves). As you can see, a few words of killer copy can lead to massive amounts of money. In fact, many people say writing killer copy is single most valuable money-making skill in world. And recently, writing copy was named as one of top 10 emerging professions for new century. It doesn't surprise me. In age of Internet, old style of advertising copy -- saying something clever, and hoping people remember - just doesn't cut it anymore. Besides, these days, with business-to-business advertising growing so fast, traditional advertising industry is feeling a lot of pressure for ads that really produce results. Why? Because, old-style advertising that entertains, but does not sell, is not cost-effective enough for many companies in today's hyper-competitive market. Recently I heard from my former accountant. (A few years ago, he left accounting to start a new business.) He asked me if I wouldn't mind sharing some ideas on how he could write killer copy for his own business. I said sure. And now he's on his way to doing same thing that I do, for himself. Funny thing about conversation we had other day. Unlike conversation we had back in 1995, he didn't kid me about drinking scotch, or anything else. Maybe he finally realized that when it comes to increasing your income, killer copy is serious business. I hope this helps in your future marketing decisions.
David Bell is Manager, Online Marketing, at http://www.wspromotion.com/ , a leading Search Engine Optimization services firm and Advertising Agency.
| | How To Be 100% Sure That Your New Product Is A WinnerWritten by Nick James
Continued from page 1
Don't worry too much about how, or why punters didn't buy your product. You will probably never work this out... I never can! The greatest mail-order gurus in world often find themselves scratching their heads in disbelief at what works, and what fails. They are continually amazed that their 'dead-cert' product flops completely, and their rank outsider, no-hoper product which they whacked-in for a quick test, results in bulging mail-sacks. There is often no rhyme or reason to this. Who knows why punters will go for a product, or leave it alone? It could be one word in copy, a 'feel', picture, price, their perception of your ability to deliver.... ANYTHING. You'll never find out. Now big difference between a winner, and a loser is that winner will listen to punters no matter what he thinks. If punters tell him that his red-hot favorite product is a lame dog, then he'll drop it immediately. Losers will back their hunches right down line until they go broke. They just know that this product is a winner.... If marketing fails, then they attribute it to media, or day of week, or price, or delivery time. They don't believe that punters could ever reject such a super product. So they promote it again, and again and again until they have lost a very great deal of money. Then they believe. But even after all this, they still harbor a sneaking suspicion that if they'd just altered coupon shape, or increased money-back guarantee to 30 days, or........ you get idea.... To Become A Mail-Order Winner, You MUST believe punters. They KNOW, you only BELIEVE. This principle can be summarised in this vital concept: MILK YOUR WINNING PRODUCTS, DROP YOUR LOSERS. More on this in my next article.
Nick James is a UK based direct marketer and product developer. During the last 3 years Nick has sold in excess of £1 Million of products and services. Subscribe to his Free Tip Of The Week email at: www.Nick-James.com
|
