Getting Your Reader’s Attention
Endorsements and testimonials are effective ways to dramatize facts and back up the benefits of your product, but don’t use ones that look or feel transparent- bad juju.
If you use an endorsement from a famous or popular person, that person should use the product. Any testimonials you use must be true. Always aim for satisfaction. Self-respect, accomplishment and security are human aspects everyone strives for.
Never talk down to the readers as though you know something they don’t or you’re better than they are. To you, the potential customer is POTENTIAL GOLD.
- You’ve caught the reader’s attention with a catchy headline.
- You’ve followed through with good copy that demonstrates benefits and appeals to the reader.
Now- before you lose that interest -command an action in their baser interests [greed, sloth, etc…
You can to close the gap between reading your sales copy and acting upon impulse. The purpose of your eBay ad is to make people buy. You have to tighten the desire to buy.
An iron-clad money-back guarantee is the most useful tool in pressing action-
The more generous, the better! It goes for the bottom line: What do I have to lose?
And it affirms the quality of the product. If you are willing to back the claims you make with a full refund, you can get a hook into those borderline buyers.
Absolutely STAND BEHIND your word. Be cheerful and expedient in returning a refund. Let them know that you sincerely appreciate their business and not to hesitate in contacting you, if there is any way you can be of further assistance.
If you give a time limit the product will be offered for sale, or mention a limited supply, or have a reduced price for a certain time, you’ll increase the impulse to act.
Again, STAND BEHIND your word; do not make a “time sensitive” or limited quantity offer that- in fact- is not; illegal and unethical- better to be a flaming spammer!
What you’re after…
- Appeal to the reader’s urgency;
- Make the product totally irresistible to have- now;
- Extend a generous guarantee;
- Whole-heartedly stand behind the above!
What is your competition doing? When testing new ads; start with the tried and true. Don’t try to be different. It is the sound and worthwhile that brings in the customers- time and time again.
The best way to write your ad is to disregard size at first, writing everything on paper that might attract readers.
Tell it all. Stress the need for what you have to offer, what it will do for readers, how they will benefit, benefit and benefit, what they can expect by using your product, how easy or more pleasant life will be for them…
When you have finished writing, you might have a long paragraph or a dozen pages. Now is the time to think of clarity, not cost. Unlike a ‘zine classified, you do not pay by the word.
So you won’t have to be nearly as selective in your choice of words in the final ad.
To build sales, this advertising must be seen or heard by potential buyers, and cause them to react to the advertising in some way. The credit for the success, or the blame for the failure of almost all ads, reverts back to the ad itself.
The bottom line in any ad is quite simple: To make the reader buy the product or service.
Any ad that causes the reader to only pause in this thinking, to just admire the product, or to simply believe what’s written about the product -is not doing its job completely.
The “ad writer” must know exactly what he wants his reader to do, and any that does not elicit the desired action is an absolute waste of time and money.
Never forget the basic rule of advertising copy writing:
“If the ad is not read, it won’t stimulate any sale; if it is not seen, it cannot be read; and if it does not command or grab the attention of the reader, it will not be seen!”
Most successful advertising copywriters know these fundamentals backwards and forwards.
Whether you know them already or you’re just now being exposed to them…
Your knowledge and practice of these fundamentals will determine the extent of your success as an advertising copywriter.
All Web copy, sales copy and ads are written according to all the same rules. What is said in a ‘zine classified ad must have the same [if not more] impact that’s delivered in a larger, more elaborate type of Web site, in ultra-condensed form.
Next post: Honing your copy writing skills, until then, see ya later…