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Wednesday, April 24, 2013

More Effective Ads



If you've been struggling to make sales, more than likely your ad copy is to blame. But don't worry because it's not your fault. Big companies pay advertising agencies to handle the hard work for them; and the people at those companies have made it their business to know the art of writing to sell. They have spent years learning the psychology of selling, as well as how to find the right words that will push the hot buttons to make the buying public buy the products or services that they're being paid to sell with effective ad copy. Now you too can write more effective ads for your own products, just like those highly-paid copywriters do. This free eBook provides you with the information that you need to be able to write to sell!




What is advertising?



Advertising is salesmanship multiplied.

And advertising copy, or copywriting, is salesmanship in printing.

The purpose of a copywriter's job is to sell, Period.

So the goal then becomes: how can we make our advertising as effective as possible.

The answer is to test. Test again. And then test some more.

If ad "A" receives a two percent response rate, and ad "B" receives three percent, then we can deduce that ad "B" will continue to outperform ad "A" on a larger scale.



Testing takes time, however, and can be expensive if not kept in check. Therefore, it's ideal to start with some proven tested known ideas and work from there.



The ten tips expressed here have been generally time-tested and known to be effective.



Focus on Them, Not You

A lot of advertisers make this mistake. They focus on them as a company. When writing your copy, it helps to think of it as writing a letter to an old friend. In fact, I often picture a friend of mine who most closely fits my prospect's profile. What would I say to convince this friend to try my product? How would I target my friend's objections and beliefs to help my cause?



Emphasize Benefits, Not Features



What are features? They are descriptions of what qualities a product possesses.

This database has a built-in data-mining system



And what are benefits? They are what those features mean to your prospects.

You can instantly see the" big picture" hidden in your data, and pull the most arcane statistics on demand. Watch your business do a "180" in no time flat, when you instantly know why it's failing in the first place! It's all done with our built-in data-mining system that's so easy to use, my twelve year-old sons used it successful right out of the box.

The point is to address the benefits of the product, not its features. And when you do that, you're focusing on your reader and his interests, his desires. The trick is to highlight those specific benefits (and word them correctly) that push your reader's emotional hot buttons.



Push Their Emotional Hot Buttons



People don't like to be sold.

But they do like to buy.

So be sure to back up your emotional pitch with logic to nurture that justification at the end.



Incorporating Proof and Believability



When your prospect reads your ad, you want to make sure he believes any claims you make about your product or service.

Here are some tried and tested methods that will help:



If you're dealing with existing customers who already know you deliver as promised, emphasize that trust. Don't leave it up to them to figure it our. Make them stop, cock their heads, and say, "Oh, yeah. The ABC Company has never done me wrong before. I can trust them."

Include testimonials of satisfied customers. Be sure to put full names and locations, where possible. Remember, "A.S." is a lot less believable than "Andy Sherman, Voorhees, NJ." If you can also include a picture of the customer and/or a professional title, that's even better. It doesn't matter that your testimonials aren't from somebody famous or that your prospect does not know these somebody famous or that your prospect does not testimonials, and they're believable, you're much better off than no including them at all.

Pepper your copy with facts and research findings to support your claims. Be sure to credit all sources, even if the fact is common knowledge, because a neutral source goes a long way towards credibility.

For a direct mail letter or certain space ads where the copy is in the form of a letter from a specific individual, including a picture of that person helps. But unlike "traditional" real estate letters and other similar ads, I'd put the picture at the end near your signature, or midway through the copy, rather than at the top where it will detract from your headline. And. ..if your sales letter is from a specific individual, be sure to include his credentials to establish him as an expert in his field (relating to your product or service, of course).....




10 Ways to Write More Effective Ads by Fred Jenkins



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