Written by Patrick Quinn

I have been inrepparttar ad game for a long, long time. I have trained hundreds of writers, and I've been responsible for shifting millions of dollars in product worldwide. Here are just a few tips that I hope will help you do a better job, and make a bigger name for yourself.

One. Whatever copy job you are working on - brochure, mailer, sales letter, press ad - always include a headline. A pertinent headline. A selling headline. This headline will be, or should be, powerful enough or intriguing enough to draw your target intorepparttar 108145 compass ofrepparttar 108146 body copy. If it can do that, you are on a winner. To put it simply, your headline should be a snapshot of your sales message - a précis of your offer or promise. In other words, a headline that says: Buy this product and get this benefit.

Two. Always remember, people don't buy products, they buyrepparttar 108147 benefits of owning those products. A man doesn't buy a sports car because it is precision engineered or aesthetically designed. He buys it because ofrepparttar 108148 ego-boost it gives him. It showsrepparttar 108149 world that he has made it. Likewise, a woman doesn't by a cocktail dress by Camille of Paris simply because ofrepparttar 108150 cut orrepparttar 108151 exquisite stitching. She buys it forrepparttar 108152 cachet that is attached torepparttar 108153 label. She would probably look as good in a dress from a High Street department store, but she wouldn't feel as good. And that'srepparttar 108154 benefit.

Three. Around 30% of all copy headlines are both useless and irrelevant The worst of them often takerepparttar 108155 form of puns or are re-workings of current film titles or song titles. Puns are fine if they are appropriate, which they seldom are. Andrepparttar 108156 writer who tries to demonstrate how cool he is by working his product message into a film or song title is usually doing a lot forrepparttar 108157 sales of movie tickets and CDs, but very little for his client. The moral is this. State your sales proposition cleverly, wittily, stridently or emotively, but never ever employ a device simply because it'srepparttar 108158 easy thing to do. If you can't be original, at least be positive.


Written by Patrick Quinn

Back inrepparttar 1760s,repparttar 108144 great Dr Samuel Johnson delivered himself ofrepparttar 108145 dictum that 'promise, large promise isrepparttar 108146 soul of advertising'. It's a good thought, a great thought; and I contend that what was true then is equally true today. But it seems to me that modern advertisers are tying themselves into unnecessary knots in an attempt to reach audiences which they believe are becoming increasingly indifferent to their blandishments.

Well, yes, markets are turning deaf ears and blind eyes, but they always have done, though not forrepparttar 108147 reasons generally espoused byrepparttar 108148 world's marketers. I am convinced that despite allrepparttar 108149 sophisticated research and marketing effort that goes into advertising these days,repparttar 108150 real reason that markets are indifferent to advertising is because much of it ignoresrepparttar 108151 many splendoured principle that people don't buy products, they buyrepparttar 108152 benefits of owning those products.

Today,repparttar 108153 great proportion of advertisers don't deliver sales messages, they tell what they hope are emotive stories with whichrepparttar 108154 market can empathise, then they droprepparttar 108155 product in as an afterthought, hoping that enough emotional cross-communication has been achieved for people to reach for their credit cards. That it doesn't and people won't has resulted in huge advertising budget cut-backs inrepparttar 108156 developed world in recent years. Only a manufacturer who has taken leave of his senses will throw even more money at a strategy that doesn't work.

The strategy responsible operates underrepparttar 108157 title Emotional Sales Proposition (ESP), thought in some quarters to be an advance onrepparttar 108158 Unique Sales Proposition (USP) which, onrepparttar 108159 contrary, does actually work. What has been overlooked or, more likely, ignored, is that in developingrepparttar 108160 principle ofrepparttar 108161 USP inrepparttar 108162 late 1950s,repparttar 108163 brilliant Rosser Reeves was striving to replace an advertising strategy that had been in situ for 30 or so years and was fast running out of steam. What wasrepparttar 108164 device he was hoping to supersede? Well, by any other name, it wasrepparttar 108165 emotional sales proposition. I won't bore you withrepparttar 108166 detail, but if you'd like to find out more, you should lay your hands on Reeves' book, Reality in Advertising (MacGibbon & Kee - 1961). It could be an eye-opener.

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