Category ArchiveAds Writing
Ads Writing 09 Jun 2006 06:00 am
Featured Article By Mike Pavlish
#1. FORGET WHAT YOU’VE ALWAYS DONE
If you want a response breakthrough, you must forget about what you’ve always done … and what everybody else in your industry does. That’s tunnel vision. You need to look at your copywriting with a fresh set of eyes and a wide-open mind.
The fact is, if you keep doing what you’ve always done, you’ll keep getting the same results. Remember, the 8-word battle cry of a dying company is, “that’s the way we have always done it.”
Be different … be bold … be original. You must use your imagination if you want a breakthrough.
#2. START WITH YOUR PROSPECT’S WANTS
Most marketing falls short for one reason: it focuses on the product or service. The inevitable result of this line of thinking is a list of FEATURES that may or may not be of interest to anyone but you.
Start, instead, with the benefits your prospect wants. This requires research, interviews, brainstorm-ing and multi-industry experience to look at what you’re selling through the eyes of your potential customer. But this is only way to develop the best CUSTOMER BENEFITS that make your sales and profits SKYROCKET!
#3. PROMISE TO GIVE YOUR PROSPECT EXACTLYWHAT HE WANTS MOST
Great copywriting is great salesmanship in print. The best salespeople find out what the prospect wants most … and then promise to deliver on it.
Write as if you are the prospect . What benefit does your reader want most from this product? What end result? What hidden benefit? What would be the ultimate benefit?
Once you determine the most important benefits, start with them and keep stressing them through-out the copy … and prove them with specifics facts, a guarantee and no-risk offer.
#4. DOUBLE OR TRIPLE YOUR RESPONSE WITH AGREAT OFFER
Your offer includes how you present and combine your product, product name, price, terms, pay-ment options, ordering information, bonuses, and guarantee. The right offer can double, even triple your response, so it pays to put a lot of thought into this … and continually test.
#5. WRITE A”DYNAMITE” HEADLINE TO GET MORE RESPONSE
Legendary copywriter John Caples saw response to an ad increase by 19 1/2 TIMES simply with a different headline and no other copy changes.
Your headline must feature the benefit(s) your customer wants most in a specific, easily digestible, believable way. Try to use the magic words of guaranteed, new, secret, fast, easy and free. It also helps to include your strong offer in the headline.
For example, if you know your customer’s main desire is to save time, and your product will do that for them, tell them boldly and specifically like this: “YOU WILLSAVE 6 HOURS EVERYWEEK … OR YOU WON’TPAYADIME!”
#6. USE AS MUCH COPYAS YOU NEED
Don’t try to write “long” or “short” copy. Instead focus on the benefits you want your prospect to know and write as much or as little as you need to convey all of these benefits. Don’t be afraid of longer copy. When your copy is full of excitement and benefits that the reader wants, he will read every word and your response will be much higher.
#7. USE AN AUTHORITY, EXPERT OR CELEBRITYIF POSSIBLE
More people will read, believe and order from your copy when it comes from someone they per-ceive as an authority. For example, one company selling health products recently tested the exact same sales letter coming from the company president vs. coming from an M.D. The M.D. letter pulled 62% more orders!
#8. USE TODAY’S VISUALSOCIETYTO YOUR ADVANTAGE
We live in the MTV society where people’s attention span is about as short as a newborn baby’s. To get maximum response, your mailing or ad must look very easy to read and be visually appealing.
In addition, your copy must be exciting, up-beat, passionate and enthusiastic! You must get the reader excited and interested enough to act NOW!
#9. WRITE THE CLOSING PARAGRAPH AND P.S. FIRST
By the time most writers get to these critically important pieces, they’ve run out of gas and can barely get them written. For high-impact copy, you should write these first. Be sure to close hard inboth of these telling the reader what he’ll lose if he doesn’t respond right now.
#10. BE CREATIVE, BUT DON’T BE CUTE
Most copywriters try to be too clever … to be humorous … to get attention with “clever” photos, headlines and copy. I guarantee you that the response from this type of “clever” copy is awful.
The only reason people buy anything is to gain an advantage, or to get a benefit they want. To be successful in marketing you must use your creativity to focus on how best to present the end-user benefits of your product or service..
#11. WRITE TO ASPECIFIC PERSON YOU KNOW WHO:
Requires a large benefit promise to get their attention.
Doesn’t like to take risks.
Is not very self-motivated.
Must be thoroughly convinced and excited to take the action you want.
#12. TELLYOUR CUSTOMER WHAT TO DO
Many people who are interested will never respond to your copy due to inertia. They just haven’t been motivated enough to take action. The way great copy motivates them to action is with bene-fits, excitement and by TELLING THEM EXACTLYWHATYOU WANTTHEM TO DO over and over again throughout the copy.
We live in a world of slogans and image. We are inundated by ads on TV with vague slogans that say “Just Do It”, and we’re left wondering just what it is we’re supposed to do. In direct marketing such appeals are doomed to failure. We must be specific, never vague. We must repeatedly and unashamedly ask for the order or the phone call or whatever specific action we want.
There you have the 12 secrets that can double your response. Of course knowing what they are, and successfully applying them are two different things. At Profit Boosters Copywriting, all we do is create maximum-response copywriting. And we’ve been doing it for over 25 years.
Click Here to Discover How You Can Build Your Website and Write Your Sales Letter the Easy Way – Amazing Sales Letter Creator Unleased!
Mike Pavlish is the president of Profit Boosters Copywriting. They have completed more than 1,200 copywriting projects for clients since 1978. Fees start at $3,000.00 and up. He can be reached at www.ProfitBoostersCopy.com
(Note to Editors: This checklist may be published in its entirety, or linked to, at no charge, if you also include the last paragraph about the author and the company.)
Ads Writing 24 Apr 2006 05:16 am
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Ads Writing 06 Feb 2006 07:37 am
Featured Article By Ted Nicholas
In a sales letter, you have less than two seconds to gain your prospect’s attention.
In e-mails, letters, brochures, and ads, you must grab the reader’s interest immediately, or you are dead. Your message will simply not be read. Instead, it will be tossed and, thus, your chance to make a sale goes out the window.
=> Avoid the Biggest Copywriting Mistakes
I read and analyze direct mail letters, e-mail, space ads, brochures and websites on a daily basis.
The first major mistake most people make is to start out with a weak headline.
Remember this. If your headline does not immediately grab attention, whatever you do in the body copy is meaningless.
The next biggest marketing “sin” copywriters and entrepreneurs can commit is to bore potential customers.
*** Tip: Copy can never be too long; just too boring.
Yet, by far the biggest error I see is starting any piece of copy with a “me” message.
A “me” message is all about you. Or your company. You, of course, find it very exciting. But here is the problem. To your prospect…
“Me” messages are boring!
To grab your prospects attention, you must talk about THEM. Not YOU!
One way of looking at it is this. Every prospect is subconsciously tuned into the same radio station, WIFM.
These initials translate to “What’s In It For Me.”
Here is an example of a typical sales message upon which I was asked to critique. Recently a copywriter friend asked me to review a draft of her copy for a brochure. The copy goal is to promote her copywriting service.
Here is how the copy reads:
* Please note. What does this headline mean? The headline is the most important element in any piece of copy. This headline is wasted. It communicates no benefit whatsoever to the reader.
Professional Writing Services
Words that sell
“What is it that makes you notice one product or service and not hundreds of others?
Good writing, that’s what.
Words that are to the point, punchy slogans and effective text are what will maximize your selling power.
We are copywriting specialists. Our business is to write and we write well. Because we know that it is our words and ideas that will sell your products or services.
We write advertisements, websites, leaflets, flyers, brochures, company profiles, letters, posters, newsletters, press releases, speeches, translations, articles, direct mail packs, web pages, product or business names.
Our main objective is to deliver your message to your audience in the most effective, intelligent and targeted way.
Our words will help you achieve your business objectives and increase your profits.”
Notice all the “me” messages. The words “we” and “our” are used no less than 8 times!
*** Tip: Every time you prepare copy or when an employee, ad agency or copywriter prepares copy for you, do the following exercise.
Circle all the “me” words such as “I”, “me”, “we” and “our.” Rewrite the copy using “you” and “your” words instead. Your copy will be far more readable
because it’s interesting and exciting to your prospect.
Here is what I suggested as a new opening for my friend’s brochure:
Would Your Bottom Line Benefit From Hordes of New Customers?
* Please note. This headline communicates the strongest benefit the reader can derive from hiring a good professional copywriter. Here is how the rest of the copy opens…
“Imagine how much fun it would be to see your profits go through the roof!
To do so, clearly you must make your business stand out–apart from all your competition.
You somehow must convey your uniqueness without spending a fortune. You must do it within your budget.
The secret is all in the copy.
Most importantly, you must create a U.S.P (Unique Selling Proposition).
You now can have experienced marketing help and tips, including sales copy for your advertisements, brochures, sales letters–every medium you use that does just one job. You can have a sales message that hones in on your prospects and customers like a laser beam.
As a first step, you can meet with us to discuss your most pressing needs. We’ll even make some suggestions which you may use without any obligation to us whatsoever.”
As a prospective copywriting client, would this opening approach get your attention?
If you are a copywriter, do you agree that you could increase your opportunities to gain new clients using this approach?
For effective copy in any media, start with a powerful headline. Then open avoiding all “me” messages.
Emphasize your prospect’s wants and needs in all your copy.
Remember that your targeted audience is tuned into station WIFM. Make exciting and appealing statements and offers using emotional words and
phrases which appeal to your prospect’s self-interest. You will then enjoy watching your sales and profits soar.
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