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SUCCESS-Icles
Articles
Written for YOUR SUCCESS
Five Ways to Make Your Advertising Work Harder
One of the sharpest minds in the direct response
marketing business is fond of advising potential advertisers that
creativity is not a positive virtue for an advertising copywriter.
Whether it is a print, on-line or broadcast ad, the worst response
experts say people should give is to think an ad was exceptionally
creative. Instead, the person should respond by wanting to buy the
product.
Here are five ideas advertising writers may use to help make their ad
copy more effective.
1. Proof. Let people know how good your product or service is by
offering proof that it stacks up better than its competition, or that
it has met or exceeded certain tests or specifications. When stating
numbers, such as how much faster one medicine works when compared with
another, round numbers are less effective. Therefore, try to use uneven
numbers like 23.7% rather than round numbers like 25% and your message
will be more believable.
2. Identification. Do not be afraid to let people know who you are,
where you are located and what you think and feel. Rather than
appearing to hide behind a post office box number, tell people that
your office is located at 1234 Elm Street in the red brick Smith
Building, which was constructed in 1916. This not only makes you seem
more interesting, but also more believable and trustworthy.
3. Guarantee. People will always be more willing to buy from you if
they trust you will refund their purchase price if they are not
satisfied. Yes, you may have to incur some expenses paying for refunds,
but your increased sales will more than make up the difference.
4. Accessibility. Similar to identification, it always is best to be
easy to reach, so do not omit your contact information from your ads,
especially ads in print and on-line messages. Whether it is your phone
number, Internet URL, email address or all three, make sure they are
correct and working properly before you publish the ad. For example, if
you are publishing a toll-free number that only works from the USA, if
you also include your regular telephone number with area code,
potential customers from other countries may also buy from you.
5. One more thing. Every sales letter should have a PS following the
signature. This part of the letter will most likely be read more
closely than some other parts, so utilize it to reinforce your most
important point, or offer an extra bonus to motivate the reader to act
immediately.
By making sure your advertising message has met the above five
criteria, you will ensure the next ad you write will help make your
cash register ring even more loudly.
-Brad Ross
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This article may be distributed freely on your
website, as long as
this entire article, including links and this resource box are
unchanged.
Copyright 2006 Brad Ross All Rights Reserved.
MakeMagicMoney.com
http://www.MakeMagicMoney.com
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