If you’re re-building an engine, doing your taxes or baking a cake, you follow a set process and everything happens in a certain order. It’s same with advertising.
Great copywriting is about knowing who your prospect is, what they need, what they REALLY want and how your product will give it to them ... specically, specifically, specifically.
Like any piece of written material your ad should have a title, a beginning, a middle and an end.
You have a split second to grab their attention and hold it. That's what headline is for - to arouse their curiousity, get their attention, lure them with exciting, very specific benefits and get them hooked enough to want to spend time reading your ad.
The next most important part of your copy is opening. It needs to be as punchy and attention grabbing as headline. It needs to be powerful enough to make your reader want to read on. The minute your copy becomes boring or braggish, your reader will switch off. The key is to make each paragraph exciting enough to make your reader want to read on to next paragraph.
Make each paragraph flow onto next and identify more and more benefits that specifically relate to your prospect.
And finally, ending must have a climax and then a specific ending where you ask for order.
Here are some specific tips that help you do that:
1. Know your objectives.
How many enquiries do you want? How many sales do you want? Can you sell directly off page or do you need a 2 step approach?
2. Remember advertising is salesmanship in print and remember that more you tell, more you sell.
3. Always ensure your promotional efforts are measurable so you know exactly how much "bang" you're getting for your buck.
4. Remember, specifics sell. For instance, 49 is more believable than 50.
5. Use a headline that flags your reader down based on who they are or what their interests are
eg. "Doctors ... Here's a " or "Garden lovers ... "
6. Identify with their problem or need.
eg. "There's no doubt about it. Being in business is tough. Burning midnight oil etc.etc.
7. Hint at a solution.
eg. "Now there's an easy way to ..."
8. Explain how you're going to solve their problem.