Whenever you sit down to write advertising copy intended to
pull the orders -sell the product -you should picture yourself in a one-on-one
situation and "talk" to your reader just as if you were sitting
across from him at your dining room table.
Be specific and ask him if these are the things that bother
him -are these the things he wants -and he's the one you want to buy the
product...the layout you devise for your ad, or the frame you build around it,
should also command attention.
Either make it so spectacular that it stands out like
lobster at a chili dinner, or so uncommonly simple that it catches the reader's
eye because of its very simplicity [known as a “plain vanilla” Web site].
It's also important that you don't get cute with a lot of
unrelated graphics and other “eye candy”.
Your ad should convey the feeling of excitement and movement, but should not tire the eyes or disrupt the flow of the message you are trying to present.
Your ad should convey the feeling of excitement and movement, but should not tire the eyes or disrupt the flow of the message you are trying to present.
Any graphics or artwork you use should be relevant to your
product, its use and/or the copy you have written about it.
Graphics [other than your product photo] should be used modestly- as artistic touches; to create an atmosphere.
Graphics [other than your product photo] should be used modestly- as artistic touches; to create an atmosphere.
Any photos within your ad should complement the selling of your
product, and prove or substantiate specific points in your copy.
Once you have your reader's attention, the only way you are going to keep it, is by quickly and emphatically telling him what your product will do for him.
Once you have your reader's attention, the only way you are going to keep it, is by quickly and emphatically telling him what your product will do for him.
Your potential buyer doesn't care in the least how long it's
taken you to produce the product, how long you have been in business, nor how
many years you've spend learning your craft, save that for your About Me page
for those who are interested!
All she really wants to know, is specifically how she is
going to benefit form the purchase of your product. Period.
Generally, her wants (and perceived needs) will fall into one of the following categories:
Generally, her wants (and perceived needs) will fall into one of the following categories:
More comfort;
More money;
More leisure time;
More popularity;
Greater charisma/beauty;
Greater success and/or
Greater security!
Even though you have your reader's attention, you must
follow through with an enthusiastic enumeration of the benefits you can gain. In essence, you must reiterate the advantages, comfort and happiness she'll
enjoy -as you have implied in your headline.
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