HOW TO WRITE ATTENTION COMPELLING ADVERTISEMENTS
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.