Benefits & Features

An offer in an ad that´s interesting to your prospects will lead to desire if it´s carefully written. A product that´s of no interest or value to your prospect won´t create any desire and few if any sales. People generally purchase what they DESIRE, not necessarily what they need. So creating INTEREST and DESIRE are inseparable. In the categories "Benefits & Features" and "Your Offer," we´ll look at ways to create cause prospects to have an DESIRE in your offer.

Rules to Influence Customers

According to Write on Target, the direct marketer´s copywriting handbook written by Jean B. Hall, there are important rules that need to be followed when trying to influence consumers. You need an initial hook that could include a promise like, "You could look like this in 10 days" or an interesting fact or statistic like, "Half of all American homes will suffer break-ins this year." Hall also believes it is extremely important to take advantage of the medium. For example there are things you can do on radio that you can´t do and can´t afford to do anywhere else.

Mmm...Not bad

How to get a Prospect´s Attention

Advertising is...

Try this Exercise

Where Do I Sign?

The last thing you want is for a prospect to think how great your offer is then do nothing about it. ACTION is the final ingredient in a good ad that makes a sale. "I want one now, let me have it," "What a great price, I´d better get one while it lasts," "This widget is really going to make a difference to my business." That´s what we all love to hear and writing ACTION into your ads will create a desire to act now. In the category heading "Creating Urgency," we´ll look at ways to cause prospects to respond to your ads with action.

AIDA Formula

All good ads are written based on a formula commonly know as AIDA. A = ATTENTION I = INTEREST D = DESIRE A = ACTION If there's nothing about your ads that attracts your prospect´s attention, they won't have any incentive to read about what you are offering them. If your offer is weak and poorly explained, then they certainly won't be interested. There needs to something about your ads that gives a prospect the desire to have what you are offering. There also needs to be an incentive or a reason for the prospect to respond now or at least very soon, to what you are offering.

Give Them What They Want

Copywriting is "Selling Writing" and if you want to sell you have to give as much information as possible as succinctly as possible for your readers. Lose the fluff and give your readers the facts they need to decide if what you’re selling is right for them. This does not mean you cannot be entertaining; just understand that you need to save the fiction for Stephen King.

Write What You Know

Whether you are a seasoned Copywriter or are new to the field having a specialty will make it easier to land new jobs and get your feet wet in the field. Have you just left a career in Real Estate, Law or even Truck Driving? Use the skills you have gained from previous employment to your advantage. It will help establish you as an expert in a field when you are just starting out and will give you the added umph to put you ahead of the competition when the job market is slow.