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The most important aspect of any business is selling the product or service.
Without sales, so business can exist for very long.
All sales begin with some form of advertising. 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.
Generally, the "ad writer"
wants the prospect to do one of the following:
a) Visit the store to see and judge the product for himself, or immediately write a
check and send for the merchandise being advertised.
b) Phone for an appointment to hear the full sales presentation, or write for further
information which amounts to the same thing.
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.
In order to elicit the desired action from the prospect, all ads are written according
to a simple "master formula" which is:
1)
Attract the "attention" of your prospect.
2)
"Interest" your prospect in the product
3)
Cause your prospect to "desire" the produt
4)
Demand "action" from the prospect
Never forget the basic rule of advertising copywriting: 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 then 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.
CLASSIFIED ADS
Classified ads are the ads form which all successful businesses are started. These
small, relatively inexpensive ads, give the beginner an opportunity to advertise his product
or service without losing his shirt if the ad doesn't pull or the people don't break his door
down with demands for his product. Classified ads are written according to all the
advertising rules. What is said in a classified ad is the same that's said in a larger, more
elaborate type of ad, except in condensed form.
To start learning how to write good classified ads, clip ten classified ads form ten
different mail order type publications - ads that you think are pretty good. Paste each of
these ads onto a separate sheet of paper.
Analyze each of these ads: How has the writer attracted your attention - what
about the ads keeps your interest - are you stimulated to want to know more about the
product being advertised - and finally, what action must you take? Are all of these points
covered in the ad? How strongly are you "turned on" by each of
these ads?
Rate these ads on a scale of one to ten, with ten being the best according to the
formula I've given you. Now, just for practice, without clipping the ads, do the same thing
with ten different ads from a Wards or Penney's catalog. In fact, every ad you see form
now on, quickly analyze it, and rate it somewhere on your scale. If you'll practice this
exercise on a regular basis, you'll soon be able to quickly recognize the "Power Points" of
any ad you see, and know within your own mind whether an ad is good, bad or otherwise,
and what makes it so.
Practice for an hour each day, write the ads you've rated 8, 9 and 10 exactly as
they've been written. This will give you the "feel" of the fundamentals and style necessary
in writing classified ads.
Your next project will be to pick out what you consider to be the ten "worst" ads
you can find in the classifieds sections. Clip these out and paste them onto a sheet of
paper so you can work on them.
Read these ads over a couple of times, and then beside each of them, write a short
comment stating why you think it's bad: Lost in the crowd, doesn't attract attention -
doesn't hold the reader's interest - nothing special to make the reader want to own the
product - no demand for action.
You probably already know what's coming next, and that's right. Break out those
pencils, erasers and scratch paper - and start rewriting these ads to include the missing
elements.
Each day for the next month, practice writing the ten best ads for an hour, just the
way they were originally written. Pick out ten of the worst ads, analyze those ads, and
then practice rewriting those until they measure up to doing the job they were intended to
do.
Once you're satisfied that the ads you've rewritten are perfect, go back into each ad
and cross out the words that can be eliminated without detracting from the ad. Classified
ads are almost always "finalized" in the style of a telegram.
EXAMPLE: I'll arrive at 2 o'clock tomorrow afternoon,
the 15th. Meet me at Sardi's. All my love, Jim.
EDITED FOR SENDING: Arrive 2pm - 15th - Sardi's.
Love, Jim.
CLASSIFIED AD: Save on your food bills! Reduced
prices on every shelf in the store! Stock up now while
supplies are complete! Come on in today, to Jerry's
Family Supermarkets!
EDITED FOR PUBLICATION: Save on Food!
Everything bargain priced! Limited Supplies! Hurry!
Jerry's Markets!
It takes dedicated and regular practice, but you can do it. Simply recognize and
understand the basic formula - practice reading and writing the good ones - and rewriting
the bad ones to make them better. Practice, and keep at it, over and over, every day -
until the formula, the idea, and the feel of this kind of ad writing becomes second nature to
you. This is the ONLY WAY to gain expertise in writing good classified
ads.
DISPLAY ADVERTISEMENTS
A display or space ad differs from a classified ad because it has a headline, layout,
and because the style isn't telegraphic. However, the fundamentals of writing the display
or space ad are exactly the same as for a classified ad. The basic difference is that you
have more room in which to emphasize the "master formula."
Most successful copywriters rate the headline and/or the lead sentence of an ad as
the most important part of the ad, and in reality, you should do the same. After all, when
you ad is surrounded by hundreds of other ads, and information or entertainment, what
makes you think anyone is going to see your particular ad?
The truth is, they're not going to see your ad unless you can "grab" their attention
and entice them to read all of what you have to say. Your headline, or lead sentence when
no headline is used, has to make it more difficult for your prospect to ignore or pass over,
than to stop and read your ad. If you don't capture the attention of your reader with your
headline, anything beyond is useless effort and wasted money.
Successful advertising headlines - in classified ads, your first three to five words
serve as your headline - are written as promises, either implied or direct. The former
promises to show you how to save money, make money, or attain a desired goal. The
latter is a warning against something undesirable.
EXAMPLE OF A PROMISE: Are You Ready To Become A Millionaire -
In Just 18 Months?
EXAMPLE OF A WARNING:
Do You Make These Mistakes In English?
In both of these examples, I've posed a question as the headline. Headlines that
ask a question seem to attract the reader's attention almost as surely as a moth is drawn to
a flame. Once he's seen the question, he just can't seem to keep himself from reading the
rest of the ad to find out the answer. The best headline questions are those that challenge
the reader; that involve his self esteem, and do not allow him to dismiss your question with
a simple yes or no.
You'll be the envy of your friends is another kind of "reader appeal" to incorporate
into your headline whenever appropriate. The appeal has to do with basic psychology:
everyone wants to be well thought of, and consequently, will read into the body of your ad
to find out how he can gain the respect and accolades of his friends.
Wherever and whenever possible, use colloquialisms or words that are not usually
found in advertisements. The idea is to shock or shake the reader out of his reverie and
cause him to take notice of your ad. Most of the headlines you see day in and day out,
have a certain sameness with just the words rearranged. The reader may see these
headlines with his eyes, but his brain fails to focus on any of them because there's nothing
different or out of the ordinary to arrest his attention.
EXAMPLE OF COLLOQUIALISM:
Are You Developing a POT BELLY?
Another attention-grabber kind of headline is the comparative pricegazines,
headline: Three For Only $3, Regularly $3 Each! Still another of the "tried and proven
"kind of headlines is the specific question: Do You Suffer From These Symptoms. And
of course, if you offer a strong guarantee, you should say so in your headline: Your
Money Refunded, If You Don't Make $100,000 Your First Year.
How To headlines have a very strong basic appeal, but in some instances, they're
better used as book titles than advertising headlines. Who Else wants in on the finer things
- which your product or service presumably offers - is another approach with a very strong
reader appeal. The psychology here being the need of everyone to belong to a group -
complete with status and prestige motivations.
Whenever, and as often as you can possible work it in, you should use the word
"you" in your headline, and throughout your copy. After all, your ad should be directed to
"one" person, and the person reading your ad wants to feel that you're talking to him
personally, not everyone who lives on his street.
Personalize, and be specific! You can throw the teachings of your English
teachers out the window, and the rules of "third person, singular" or whatever else tends
to inhibit your writing. Whenever you sit down to write advertising copy intended to pull
the orders - sell the product - you should picture yourself in a one-on-one situation and
"talk" to your reader just as if you were sitting across from him at your dining room table.
Say what you mean, and sell HIM on the product your offering. Be specific and ask him if
these are the things that bother him - are these the things he wants - and he's the one you
want to buy the product...
The layout you devise for your ad, or the frame you build around it, should also
command attention. Either make it so spectacular that it stands out like lobster at a chili
dinner, or so uncommonly simple that it catches the reader's eye because of its very
simplicity. It's also important that you don't get cute with a lot of unrelated graphics and
artwork. Your ad should convey the feeling of excitement and movement, but should not
tire the eyes or disrupt the flow of the message you are trying to present.
Any graphics or artwork you use should be relevant to your product, it's use
and/or the copy you have written about it. Graphics should not be used as artistic
touches, or to create an atmosphere. Any illustrations with your ad should compliment
the selling of your product, and prove or substantiate specific points
in your copy.
Once you have your reader's attention, the only way you are going to keep it, is by
quickly and emphatically telling him what your product will do for him.
Your potential buyer doesn't care in the least how long it's taken you to produce
the product, how lone you have been in business, nor how many years you've spend
learning your craft. He wants to know specifically how he is going to benefit form the
purchase of your product.
Generally, his wants will fall into one of the following categories: Better health,
more comfort, more money, more leisure time, more popularity, greater beauty, success
and/or security.
Even though you have your reader's attention, you must follow through with an
enumeration of the benefits you can gain. In essence, you must reiterate the advantages,
comfort and happiness he'll enjoy - as you have implied in your headline.
Mentally picture your prospect - determine his wants and emotional needs - put
yourself in his shoes, and ask yourself: If I were reading this ad, what are the things that
would appeal to me? Write your copy to appeal to your reader's wants and emotional
needs/ego cravings.
Remember, it's not the "safety features" that have sold cars for the past 50 years -
nor has it been the need of transportation - it has been, and almost certainly always will be
the advertising writer's recognition of people's wants and emotional needs/ego cravings.
Visualize your prospect, recognize his wants and satisfy them. Writing good advertising
copy is nothing more or less than knowing "who" your buyers are; recognizing what he
wants; and then telling him how your product will fulfill each of those wants. Remember
this because it's one of the "vitally important" keys to writing advertising copy that does
the job you intend for it to do.
The "desire" portion of your ad is where you present the facts of your product;
create and justify your prospect's conviction, and cause him to demand "a piece of the
action" for himself.
It's vitally necessary that you present "proven facts" about your product because
survey results show that at least 80% of the people reading your ad - especially those
reading it for the first time - will tend to question its authenticity.
So, the more facts you can present in the ad, the more credible your offer. As you
write this part of your ad, always remember that the more facts about the product you
present, the more product you'll sell. People want facts as reasons, and/or excuses for
buying a product - to justify to themselves and others, that they have not been "taken" by a
slick copywriter.
It's like the girl who wants
to marry the guy her father calls a "no good bum." Her
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