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This month I'd like to share with you my formula for writing effective ads. While the article is designed primarily for writing direct response print ads, the
basic step-by-step technique works well for any kind of marketing communication. Try it out and let me know what you think.
PREPARE Good advertising begins with good information. And the best way to
gather the information you need is with a little Q & A. Here are some basic questions that will help you prepare for just about any ad writing assignment.
- DESCRIPTION. What is the product/service/opportunity in 50 words or less?
- PURPOSE. What does it do? How does it work?
- PRICE. How much does it cost?
- FEATURES. What are the vital facts about this product/service/opportunity?
- BENEFITS. What will it do for people? What specific problems does it solve? Saves money or time? Makes life better? What is the prime benefit?
- COMPETITION. Why is my product/service/opportunity better? How is it different? What attributes can I stress that they don't?
- GUARANTEE. 30 days free trial? Money back?
- PROSPECT. Who is my ideal prospect? Male or female? Income? Lifestyle? Biggest concerns?
- OBJECTIVE. What do I want? Inquiries, leads, sales, image building, traffic, etc.?
- OFFER. What's the deal? Two for one sale? Limited-time offer? Free information?
- DEADLINE. When does my offer expire?
- METHOD OF PAYMENT. Cash, bill me, VISA, MasterCard, etc.?
- METHOD OF ORDERING. Mail, phone, fax, computer, etc.? 800 number?
You'll also want to collect these items to help you answer the questions:
- SAMPLE. Do I have a sample of this product? Do I have a tape or video to explain the opportunity?
- TESTIMONIALS AND ENDORSEMENTS. Letters from happy users? Media coverage? Celebrity endorsements?
- COMPLAINTS. Letters from unhappy customers? (This tells you how to improve your product or offer.)
- SAMPLES OF PAST PROMOTIONS. What was successful or unsuccessful?
- TABOOS. What can never be said?
- TECHNICAL RESTRICTIONS. No glossy paper for reply cards. No type under 12 points. Etc.
- BACKGROUND. Previous ads, brochures, annual reports, catalogs, article reprints, market research, competitor's ads, memos, proposals, etc.
ORGANIZE After you've assembled a pile of information, you next need to organize it. This is simply a matter of neatly rewriting the essential points in a more concise form and taking notes from the items
you collected. Here's the basic information you'll need at hand:
- DESCRIPTION
- PURPOSE
- PRICE
- FEATURES
- BENEFITS/PRIME BENEFIT
- GUARANTEE
- PROSPECT
- OBJECTIVE
- OFFER
- DEADLINE
- METHOD OF PAYMENT
- METHOD OF ORDERING
I'm not suggesting that the other information you have isn't important. But these are the central points you'll need in writing your ad.
WRITE The Prepare and Organize steps can be used for any kind
of advertising. However, Write, Edit, and Review as presented here are designed specifically for print ads. The general principles, though, can be altered to work with any media.
Write your headline.
- Review your Prime Benefit, Offer, Deadline, Price, Prospect, Method of Ordering, Description, and Guarantee.
- Choose the information you want to emphasize.
- Select a headline type (see "7 Headlines That Work" below) that best conveys the information you want to emphasize.
- Write several headlines and choose the best.
Write your subheads.
- Review your Description, Benefits, Features, Offer, Deadline, Guarantee, etc.
- Choose the information that best expands on your headline.
- Write your subheads in order of importance. Use the active voice and make every subhead a benefit statement.
Write your body copy. Expand on each subhead. List features. Include legal or other technical information in the body copy. Write your call to action.
- Review your Method of Ordering, Offer, Price, Deadline, and Guarantee.
- Write your call to action including all the above information that applies. Use the active voice and be straightforward and clear.
Think through your graphics. You'll need a graphic designer, but before you talk to one ...
- Choose a visual that best illustrates your product/service or the primary benefit in the headline. It should work independent of your copy as a "visual headline."
- Make sure you include your logo, your company or product name, your address, and your phone number.
- On your response device or coupon, make sure to repeat your Offer, Price, Deadline, Method of Payment, and Guarantee.
- Be sure your layout leads the reader from the headline and visual to the subheads, body copy, logo, call to action, and response device.
EDIT Edit your ad with more questions ...
- Does my headline get attention, select an audience, deliver a complete message, and draw the reader into the body copy?
- Does my headline exploit human motivators such as fear, exclusivity, guilt, greed, envy, etc.?
- Is my headline clear and to the point? Does it relate to the product/service?
- Do my headline and visual work together to sell the product? (The visual should illustrate the product and the prime benefit, not a "concept.")
- Do my subheads logically expand on the headline in order of importance?
- Do I ask for the order? Have I made it clear what I want the reader to do?
REVIEW Put your ad aside for a few days and read it later when you're fresh. Try these techniques to review your ad.
- Use the "Three Second Test" with a prospect. If they don't know what your ad is about after glancing at it for three seconds, you need to simplify.
- List negatives about your ad and correct them.
- Ask yourself if there is a better way to accomplish your objective.
- Try the "Stop or Go Test." Circle references to you in red and references to your customer in green. When your ad is mostly green, it's a GO.
Developing this ad writing method is an ongoing process. If you have any ideas or comments, please give me a call or e-mail. 7 Headlines that Work
- Direct.
.. A direct headline comes right out and states your main idea. ("Pure silk blouses 30% off")
News... People are interested by news. Words like new, introducing, announcing, now, at last, etc. indicate something newsworthy. ("Now program your VCR by simply speaking to the revolutionary VCR VOICE
programmer")
How to... This headline promises a solution to a problem or information of interest. ("How to stop smoking in 30 days")
Question... When related to a benefit or the reader's concerns, the question headline is a powerful attention grabber. ("How do I know which mutual fund is right for me?")
Command... A straight directive starts selling immediately and asks for the order up front. ("Call today and reserve your Star Trek collectible")
Information... People make buying decisions with the information you provide. ("Two things you won't get on your average tread mill")
Testimonial... Nothing is more convincing than a customer endorsement. ("This diet program worked for me. It can work for you, too!")
About the author:
André Vatke is president of Target Media Group, Inc. and the founder of Leaders Club
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