There are many schools of thought on
how to write a successful direct-response adverts, letter or
brochure. Some say you need to be
subtle, some say be harsh, some say be
round-about, some say be direct.
There
is one technique, though, that is coming
to the forefront as one of the most successful to employ. Info-Loading is the style of
overloading an advertisement with information about your product or service.
The theory is, you give the customer more information than they'd ever want on
your product/service, and they'll feel more confident about you and what you
offer.
Also, the customer that actually reads through it all is the
one who's interested enough to buy what you offer.
The good news is, it works!
The good news is, it works!
Here's how to do it. Say you're planning a quarter-page display ad
in a magazine.
Instead of leaving a lot of white space, so
it looks open, and instead of putting pictures in to catch
the eye, fill the whole space with text! Load it with as much information as you can fit in, without making it unreadable.
To prevent it from looking like a grey blur
when the reader's eyes scan through the page, put a bold,
black box around the ad, a bold headline, and emphasize important words
and phrases with bold print.
You can do the same thing with a
mailing.
Put together a four-page sales letter loaded with copy, then add a
brochure/flyer that re-emphasizes the important points in even greater
detail.
A few cautions with this technique. First, make sure you actually have something to say! We are so conditioned to being economical
with our words in advertising that it'll be hard
to info-load without feeling repetitious.
Instead of rambling on
about features, tell customers every single benefit they'll get from your product/service.
BENEFIT is the important word. Give Info-Loading a try. Depending on your audience and what you're trying to sell, you may find that info-loading can load more sales into your bank account! Best Of Luck To You.
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