Mentally picture your prospect -determine his wants and emotional needs -put yourself in his shoes, and ask yourself: If I were reading this ad, what are the things that would appeal to me?
Write your copy to appeal to your reader's wants, emotional needs and ego cravings!
Remember, it's not the "safety features" that have sold fine cars for the past 50 years -nor has it been the need of transportation.
It has been, and almost certainly always will be the advertising writer's recognition of people's wants and emotional/ego needs/cravings.
Visualize your prospect, recognize his wants and satisfy them. Then Stand and Deliver on your promise, with a sweet, unadvertised bonus bundle!
Writing good advertising copy is nothing more or less than knowing "who" your buyers are; recognizing what he wants; and then telling him how your product will fulfill each of those wants.
“I can define copy writing in two words: applied psychology.”- Alex Mandossian
The "desire" portions of your ad is where you present the facts of your product; create and justify your prospect’s conviction, and cause her to demand "a piece of the action" for herself.
It's vitally necessary that you present "proven facts" about your product because survey results show that at least 80% of the people reading your ad -especially those reading it for the first time -will tend to question its authenticity.
So, the more facts you can present in the ad, the more credible your offer.
People want “logical facts” to justify emotional surges of instant gratification- as reasons/excuses for buying a product.
It's like the girl who wants to marry the guy her father calls a "no good bum."
Her heart -her emotions- tell her yes, but she needs to nullify the seed of doubt lingering in her mind- to rationalize her decision to go on with the wedding.
In other words, the "desire" portion of your ad has to build belief and credibility in the mind of your prospect.
It has to assure him of his good judgment in the final decision to buy- furnish evidence of the benefits you have promised and afford him a "safety net" in case anyone should question his decision to buy.
People tend to believe the things that appeal to their ego, individual desires, fears and other emotions.
Once you have established a belief in this manner, logic and reasoning are used to support it.
Your reader "wants" to believe your ad if she has read it through this far-It is up to you to support her initial desire.
Study your product and everything about it- visualize the wants of your prospective buyers- dig up the facts, and you'll almost always find plenty of facts to support the buyer's reasons for buying.
Here is where you use results of tests conducted, growing sales figures to prove increasing popularity, and "user" testimonials or endorsements.
“Just exactly what is it for me?!?”
Draw a mental picture for your potential buyer. Let her imagine owning the product.
Induce her to visualize all of the benefits you have promised.
Give her the keys to seeing herself richer, enjoying luxury, having time to do whatever she would like to do, and with all of her dreams fulfilled.
Give her the keys to seeing herself richer, enjoying luxury, having time to do whatever she would like to do, and with all of her dreams fulfilled.
This can be handled in one or two sentences, or spelled out in a paragraph or more,
but it is the absolute ingredient you must include prior to closing the sale.
Study all the enticing sales presentations you have ever heard; look at every winning ad; these are the elements that actually make the sales for you.
Remember them, use them, and don't try to sell anything without them.
Lots of ads are beautiful, almost perfectly written, and quite convincing- yet they fail to command action form the reader.
If you want the reader to have your product, then tell her so and command that she send her money now.
Unless you enjoy spending money on eBay listings, mildly entertaining your prospects with your beautiful writing skills; always command that she complete the sale now, by taking action now- by ordering, visiting your eBay store or Website, etc.
Once you have got her on the hook- land her! Don't let her get away!
Probably, one of the most common and best methods of moving the reader to act now, is written in some form of the following:
All of this can be yours!
You can start enjoying this new way of life immediately, simply by sending a check for $XX!
Don't put it off, then later wish you had gotten in on the ground floor!
Make out that check now, and "be IN on the ground floor!"
Act now, and as an "early-bird" buyer, we'll include a big bonus package -absolutely free, simply for acting immediately!
You win all the way!
We take all the risk!
If you are not satisfied, simply return the product and we will quickly refund your money!
Do it now!
Get that check on its way to us today, and receive the big bonus package!
After next week, we won't be able to include the bonus as a part of this fantastic deal, so act now!
The sooner you act, The more you win!
All The Best!
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