10 Ways to Write More Effective Ads HTML version
So this starting point is the essence of this book.
The ten tips expressed here have been generally time-tested and
known to be effective.
But I can’t emphasize enough that when using these
techniques, you should always test them before rolling out a
large (and expensive) campaign.
Sometimes a little tweak here or there is all that is needed to
increase response rates dramatically.
And with that, let’s move onwardÈ
Focus on Them, Not You
When a prospect reads your ad, letter, brochure, etc., the one thing
he will be wondering from the start is: Ðwhat’s in it for me?“
And if your copy doesn’t tell him, it’ll land in the trash faster than he
can read the headline or lead.
A lot of advertisers make this mistake. They focus on them as a
company. How long they’ve been in business, who their biggest
customers are, how they’ve spent ten years of research and millions
of dollars on developing this product, blah, blah.
Actually, those points are important. But they should be expressed in
a way that matters to your potential customer. Remember, once he’s
thrown it in the garbage, the sale is lost!
When writing your copy, it helps to think of it as writing a letter to an
old friend. In fact, I often picture a friend of mine who most closely
fits my prospect’s profile. What would I say to convince this friend to
try my product? How would I target my friend’s objections and
beliefs to help my cause?
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