10 Ways to Write More Effective Ads
“The difference is only in degree. Advertising is multiplied salesmanship. It
may appeal to thousands while the salesman talks to one. It involves a
corresponding cost. Some people spend $10 per word on an average
advertisement. Therefore every ad should be a super-salesman.
“A salesman's mistake may cost little. An advertiser’s mistake may cost a
thousand times that much. Be more cautious, more exacting, therefore. A
mediocre salesman may affect a small part of your trade. Mediocre
advertising affects all of your trade.”
These points are as true today as they were when they were written
nearly one hundred years ago!
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 ÐA“ receives a two percent response rate, and ad ÐB“ receives
three percent, then we can deduce that ad ÐB“ will continue to
outperform ad ÐA“ 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.
For example, if testing has shown for decades or more that targeted
advertising significantly outperforms untargeted advertising (and it
does), then we can start with that assumption and go from there.
If we know based on test results that crafting an ad that speaks
directly to an individual performs better than addressing the masses
(again, it does), then it makes little sense to start testing with the
assumption that it does not. This is common sense.
So it stands to reason that knowing some basic rules or techniques
about writing effective copy is in order. Test results will always trump
everything, but it’s better to have a starting point before you test.
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