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[METHOD] 10 Ways To Write More Effective Ads

Discussion in 'Associated Content & Writing Articles' started by popzzz, Feb 16, 2013.

  1. popzzz

    popzzz Supreme Member

    Apr 12, 2009
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    Don't touch the REP!

    10 Ways to Write More Effective Ads

    What is advertising?

    Is it something to be regarded as a work of beauty or art? Is it clever
    slogans or amusing prose? Is it workmanship to be judged for an
    award or recognition?

    It’s none of the above.

    Advertising is salesmanship multiplied.

    Nothing more.

    And advertising copy, or copywriting, is salesmanship in print.
    The purpose of a copywriter’s job is to sell. Period.

    The selling is accomplished by persuasion with the written word,
    much like a television commercial sells (if done properly) by
    persuading with visuals and audio.

    As Claude Hopkins wrote in his timeless classic, Scientific Advertising:
    “To properly understand advertising or to learn even its rudiments one must
    start with the right conception. Advertising is salesmanship. Its principles
    are the principles of salesmanship. Successes and failures in both lines are
    due to like causes. Thus every advertising question should be answered by
    the salesman's standards.

    “Let us emphasize that point. The only purpose of advertising is to make
    sales. It is profitable or unprofitable according to its actual sales.
    “It is not for general effect. It is not to keep your name before the people. It
    is not primarily to aid your other salesmen. Treat it as a salesman. Force it
    to justify itself. Compare it with other salesmen. Figure its cost and result.
    Accept no excuses which good salesmen do not make. Then you will not go
    far wrong.

    “The difference is only in degree. Advertising is multiplied salesmanship. It
    may appeal to thousands while the salesman talks to one. It involves a
    corresponding cost. Some people spend $10 per word on an average
    advertisement. Therefore every ad should be a super-salesman.

    “A salesman's mistake may cost little. An advertiser’s mistake may cost a
    thousand times that much. Be more cautious, more exacting, therefore. A
    mediocre salesman may affect a small part of your trade. Mediocre
    advertising affects all of your trade.”

    These points are as true today as they were when they were written
    nearly one hundred years ago!

    So the goal then becomes: how can we make our advertising as
    effective as possible.

    The answer is to test. Test again. And then test some more.

    If ad “A” receives a two percent response rate, and ad “B” receives
    three percent, then we can deduce that ad “B” will continue to
    outperform ad “A” on a larger scale.

    Testing takes time, however, and can be expensive if not kept in
    check. Therefore, it’s ideal to start with some proven tested known
    ideas and work from there.

    For example, if testing has shown for decades or more that targeted
    advertising significantly outperforms untargeted advertising (and it
    does), then we can start with that assumption and go from there.

    If we know based on test results that crafting an ad that speaks
    directly to an individual performs better than addressing the masses
    (again, it does), then it makes little sense to start testing with the
    assumption that it does not. This is common sense.

    So it stands to reason that knowing some basic rules or techniques
    about writing effective copy is in order. Test results will always trump
    everything, but it’s better to have a starting point before you test.

    So this starting point is the essence of this book.
    The ten tips expressed here have been generally time-tested and
    known to be effective.

    But I can’t emphasize enough that when using these
    techniques, you should always test them before rolling out a
    large (and expensive) campaign.

    Sometimes a little tweak here or there is all that is needed to
    increase response rates dramatically.

    And with that, let’s move onward…

    Focus on Them, Not You

    When a prospect reads your ad, letter, brochure, etc., the one thing
    he will be wondering from the start is: “what’s in it for me?”

    And if your copy doesn’t tell him, it’ll land in the trash faster than he
    can read the headline or lead.

    A lot of advertisers make this mistake. They focus on them as a
    company. How long they’ve been in business, who their biggest
    customers are, how they’ve spent ten years of research and millions
    of dollars on developing this product, blah, blah.

    Actually, those points are important. But they should be expressed in
    a way that matters to your potential customer. Remember, once he’s
    thrown it in the garbage, the sale is lost!

    When writing your copy, it helps to think of it as writing a letter to an
    old friend. In fact, I often picture a friend of mine who most closely
    fits my prospect’s profile. What would I say to convince this friend to
    try my product? How would I target my friend’s objections and beliefs
    to help my cause?

    When you’re writing to a friend, you’ll use the pronouns “I” and
    “you.” When trying to convince your friend, you might say: “Look, I
    know you think you’ve tried every widget out there. But you should
    know that…”

    And it goes beyond just writing in the second person. That is,
    addressing your prospect as “you” within the copy. The fact of the
    matter is there are many successful ads that weren’t written in the
    second person. Some are written in the first person perspective,
    where the writer uses “I.” Other times the third person is used, with
    “she,” “he,” and “them.”

    And even if you do write in the second person, it doesn’t necessarily
    mean your copy is about them.

    For example:
    “As a real estate agent, you can take comfort in the fact that
    I’ve sold over 10,000 homes and mastered the tricks of the

    Although you’re writing in the second person, you’re really still
    focusing on yourself.

    So how can you focus on them? Glad you asked. One way is to…
    Emphasize Benefits, Not Features

    What are features? They are descriptions of what qualities a product
    · The XYZ car delivers 55 miles per gallon in the city.
    · Our ladder’s frame is made from a lightweight durable steel
    · Our glue is protected by a patent.
    · This database has a built-in data-mining system.

    And what are benefits? They are what those features mean to your

    · You’ll save money on gas and cut down on environmental
    pollutants when you use our energy saving high-performance
    hybrid car. Plus, you’ll feel the extra oomph when you’re
    passing cars, courtesy of the efficient electric motor, which they
    don’t have!

    · Lightweight durable steel-alloy frame means you’ll be able to
    take it with you with ease, and use it in places most other
    ladders can’t go, while still supporting up to 800 pounds. No
    more backaches lugging around that heavy ladder. And it’ll last
    for 150 years, so you’ll never need to buy another ladder again!

    · Patent-protected glue ensures you can use it on wood, plastic,
    metal, ceramic, glass, and tile…without messy cleanup and
    without ever having to re-glue it again—guaranteed!

    · You can instantly see the “big picture” hidden in your data, and
    pull the most arcane statistics on demand. Watch your business
    do a “180” in no time flat, when you instantly know why it’s
    failing in the first place! It’s all done with our built-in datamining
    system that’s so easy to use, my twelve year-old son
    used it successfully right out of the box.

    I just made up those examples, but I think you understand my point.
    By the way, did you notice in the list of features where I wrote “steel
    alloy?” But in the benefits I wrote “steel-alloy” (with a hyphen). Not
    sure off-hand which one is correct, but I know which one I’d use.
    Here’s why: you are not writing to impress your English teacher or
    win any awards. The only award you’re after is your copy beating the
    control (control being the best-selling copy so far), so take some
    liberty in grammar, punctuation, and sentence structure. You want it
    to be read and acted upon, not read and admired!

    But—back to benefits…

    If you were selling an expensive watch, you wouldn’t tell your reader
    that the face is 2 inches in diameter and the band is made of leather.
    You show him how the extra-large face will tell him the time at a
    glance. No sir! He won’t have to squint and look foolish to everyone
    around him trying to read this magnificent timepiece. And how about
    the way he’ll project success and charisma when he wears the
    beautiful gold watch with its handcrafted custom leather band? How
    his lover will find him irresistible when he’s all dressed up to go out,
    wearing the watch. Or how the watch’s status and beauty will attract
    the ladies.

    Incidentally, did you notice how I brought up not squinting as a
    benefit? Does that sound like a silly benefit? Not if you are selling to
    affluent baby boomers suffering from degrading vision. They
    probably hate it when someone they’re trying to impress sees them
    squint in order to read something. It’s all part of their inner desire,
    which you need to discover. And which even t hey may not know
    about. That is, until you show them a better way.
    The point is to address the benefits of the product, not its features.
    And when you do that, you’re focusing on your reader and his
    interests, his desires. The trick is to highlight those specific benefits
    (and word them correctly) that push your reader’s emotional hot

    How do you do that? Read on!

    Push Their Emotional Hot Buttons

    This is where research really pays off. Because in order to push those
    buttons, you need to first know what they are.

    Listen to this story first, and I’ll tell you what I mean: Once upon a
    time a young man walked into a Chevrolet dealer’s showroom to
    check out a Chevy Camaro. He had the money, and he was ready to
    make a buying decision. But he couldn’t decide if he wanted to buy
    the Camaro or the Ford Mustang up the road at the Ford dealer.

    A salesman approached him and soon discovered the man’s dilemma.
    “Tell me what you like best about the Camaro,” said the salesman.
    “It’s a fast car. I like it for its speed.”

    After some more discussion, the salesman learned the man had just
    started dating a cute college cheerleader. So what did the salesman

    Simple. He changed his pitch accordingly, to push the hot buttons he
    knew would help advance the sale. He told the man about how
    impressed his new girlfriend would be when he came home with this
    car! He placed the mental image in the man’s mind of he and his
    girlfriend cruising to the beach in the Camaro. How all of his friends
    will be envious when they see him riding around with a beautiful girl
    in a beautiful car.

    And suddenly the man saw it. He got it. And the salesman recognized
    this and piled it on even more. Before you know it, the man wrote a
    nice fat check to the Chevy dealership, because he was sold!

    The salesman found those hot buttons and pushed them like never
    before until the man realized he wanted the Camaro more than he
    wanted his money.

    I know what you’re thinking…the man said he liked the car because it
    was fast, didn’t he?

    Yes, he did. But subconsciously, what he really desired was a car that
    would impress his girlfriend, his friends, and in his mind make them
    love him more! In his mind he equated speed with thrill. Not because
    he wanted an endless supply of speeding tickets, but because he
    thought that thrill would make him more attractive, more likeable.
    Perhaps the man didn’t even realize this fact himself. But the
    salesman sure did. And he knew which emotional hot buttons to
    press to get the sale.

    Now, where does the research pay off?

    Well, a good salesman knows how to ask the kinds of questions that
    will tell him which buttons to press on the fly. When you’re writing
    copy, you don’t have that luxury. It’s therefore very important to
    know upfront the wants, needs, and desires of your prospects for
    that very reason. If you haven’t done your homework, your prospect
    is going to decide that he’d rather keep his money than buy your
    product. Remember, copywriting is salesmanship in print!
    It’s been said many times: People don’t like to be sold.

    But they do like to buy.

    And they buy based on emotion first and foremost. Then they justify
    their decision with logic, even after they are already sold emotionally.
    So be sure to back up your emotional pitch with logic to nurture that
    justification at the end.

    And while we’re on the subject, let’s talk a moment about perceived
    “hype” in a sales letter. A lot of more “conservative” advertisers have
    decided that they don’t like hype, because they consider hype to be
    old news, been-there-and-done-that, my customers won’t fall for
    hype, it’s not believable anymore.

    What they should realize is that hype itself does not sell well. Some
    less experienced copywriters often try to compensate for their lack of
    research or not fully understanding their target market or the product
    itself by adding tons of adjectives and adverbs and exclamation
    points and big bold type.

    Whew! If you do your job right, it’s just not needed.

    That’s not to say some adverbs or adjectives don’t have their place…
    only if they’re used sparingly, and only if they advance the sale.
    But I think you’d agree that backing up your copy with proof and
    believability will go a lot farther in convincing your prospects than
    “power words” alone. I say power words, because there are certain
    adverbs and adjectives that have been proven to make a difference
    when they’re included. This by itself is not hype. But repeated too
    often, they become less effective, and they take away (at least in
    your prospect’s mind) from the proof.

    Which brings us into our next tip…

    Incorporating Proof and Believability
    When your prospect reads your ad, you want to make sure he
    believes any claims you make about your product or service. Because
    if there’s any doubt in his mind, he won’t bite, no matter how sweet
    the deal. In fact, the “too good to be true” mentality will virtually
    guarantee a lost sale…even if it is all true.
    So what can you do to increase the perception of believability?
    Because after all, it’s the perception you need to address up front.
    But of course you also must make sure your copy is accurate and

    Here are some tried and tested methods that will help:
    · If you’re dealing with existing customers who already know you
    deliver as promised, emphasize that trust. Don’t leave it up to
    them to figure it out. Make them stop, cock their heads, and
    say, “Oh, yeah. The ABC Company has never done me wrong
    before. I can trust them.”
    · Include testimonials of satisfied customers. Be sure to put full
    names and locations, where possible. Remember, “A.S.” is a lot
    less believable than “Andy Sherman, Voorhees, NJ.” If you can
    also include a picture of the customer and/or a professional
    title, that’s even better. It doesn’t matter that your testimonials
    aren’t from somebody famous or that your prospect does not
    know these people personally. If you have enough compelling
    testimonials, and they’re believable, you’re much better off than
    not including them at all.
    · Pepper your copy with facts and research findings to support
    your claims. Be sure to credit all sources, even if the fact is
    common knowledge, because a neutral source goes a long way
    towards credibility.
    · For a direct mail letter or certain space ads where the copy is in
    the form of a letter from a specific individual, including a
    picture of that person helps. But unlike “traditional” real estate
    letters and other similar ads, I’d put the picture at the end near
    your signature, or midway through the copy, rather than at the
    top where it will detract from your headline. And…if your sales
    letter is from a specific individual, be sure to include his
    credentials to establish him as an expert in his field (relating to
    your product or service, of course).
    · If applicable, cite any awards or third-party reviews the product
    or service has received.
    · If you’ve sold a lot of widgets, tell them. It’s the old “10 million
    people can’t be wrong” adage (they can be, but your prospect
    will likely take your side on the matter).
    · Include a GREAT return policy and stand by it! This is just good
    business policy. Many times, offering a double refund guarantee
    for certain products will result in higher profits. Yes, you’ll dish
    out more refunds, but if you sell three times as many widgets
    as before, and only have to refund twice as much as before, it
    may be worth it, depending on your offer and return on
    investment. Crunch the numbers and see what makes sense.
    More importantly, test! Make them think, “Gee, they wouldn’t
    be so generous with returns if they didn’t stand behind their
    · If you can swing it, adding a celebrity endorsement will always
    help to establish credibility. Heck, if ‘ol honest Abe Lincoln
    recommended your product and backs up your claims, it must
    be true! Ok, you get the idea, though.
    · When it makes sense, use 3rd party testimonials. What are 3rd
    party testimonials? Here’s some examples from some Web site
    copy I wrote when there weren’t many customer testimonials
    available yet:

    “Spyware, without question, is on an exponential
    rise over the last six months.”
    - Alfred Huger, Senior Director of Engineering,
    Symantec Security Response (maker of Norton
    security software)

    “Simply clicking on a banner ad can install
    - Dave Methvin, Chief Technology Officer, PC Pitstop
    A deployment method is to “trick users into
    consenting to a software download they think they
    absolutely need”
    - Paul Bryan, Director, Security And Technology Unit,

    Do you see what I did?

    I took quotes from experts in their respective fields and turned
    them to my side. But…be sure to get their consent or
    permission from the copyright holder if there’s ever any
    question about copyrighted materials as your source.
    Note that I also pushed an emotional hot button: fear.

    It’s been proven that people will generally do more to avoid
    pain than to obtain pleasure. So why not use that tidbit of info
    to your advantage?
    · Reveal a flaw about your product. This helps alleviate the “too
    good to be true” syndrome. You reveal a flaw that isn’t really a
    flaw. Or reveal a flaw that is minor, just to show that you’re
    being “up front” about your product’s shortcomings.

    “You’re probably thinking right now that this tennis racket is a
    miracle worker—and it is. But I must tell you that it has one little…

    My racket takes about 2 weeks to get used to. In fact, when you first
    start using it, your game will actually get worse. But if you can just
    ride it out, you’ll see a tremendous improvement in your volleys, net
    play, serves, …” And so on.

    There’s a tendency to think, with all of the ads that we are
    bombarded with today that every advertiser is always putting
    his best foot forward, so to speak. And I think that line of
    reasoning is accurate, to a point.

    But isn’t it refreshing when someone stands out from the crowd
    and is honest? In other words, your reader will start to
    subconsciously believe that you are revealing all of the flaws,
    even though your best foot still stands forward.
    · Use “lift notes.” These are a brief note or letter from a person
    of authority. Not necessary a celebrity, although that can add
    credibility, too. A person of authority is someone well
    recognized in their field (which is related to your product) that
    they are qualified to talk about. Lift notes may be distributed as
    inserts, a separate page altogether, or even as part of the copy
    itself. As always, test!
    · If you are limiting the offer with a deadline “order by” date, be
    sure the deadline is real and does not change. Deadline dates
    that change every day are sure to reduce credibility. The
    prospect will suspect, “if his deadline date keeps changing, he’s
    not telling the truth about it…I wonder what else he’s not
    telling the truth about.”
    · Avoid baseless “hype.” I discussed that in my previous tip.
    Enough said.
    The Unique Selling Proposition (USP)

    Also known as the unique selling position, the USP is often one of the
    most oft-misunderstood elements of a good sales letter. It’s what
    separates your product or service from your competitors. Let’s take a
    quick look at some unique selling propositions for a product itself:
    1) Lowest Price – If you’ve got the corner marketed on budget
    prices, flaunt it. Wal-Mart has made this USP famous lately, but
    it’s not new to them. In fact, selling for cheaper has been
    around as long as capitalism itself. Personally, I’m not crazy
    about price wars, because someone can always come along
    and sell for cheaper. Then it’s time for a new strategy…
    2) Superior Quality – If it outperforms your competitor’s product
    or is made with higher quality materials, it’s a good bet that
    you could use this fact to your advantage. For example,
    compare Breyers Ice Cream to their competitor’s. From the
    packaging to the wholesome superior ingredients, the quality is
    evident. It may cost a little more than their competitor’s ice
    cream, but for their market, it sells.
    3) Superior Service – If you offer superior service over your
    competitor’s, people will buy from you instead. This is especially
    true with certain markets that are all about service: longdistance,
    Internet service providers, cable television, etc.
    4) Exclusive Rights – My favorite! If you can legitimately claim
    that your product is protected by a patent or copyright,
    licensing agreement, etc., then you have a winner for exclusive
    rights. If you have a patent, even the President of the U.S.
    must buy it from you.

    Ok, what if your product or service is no different than your
    competitor’s? I would disagree, because there are always differences.
    The trick is to turn them into a positive advantage for you. You want
    to put your “best foot forward.” So what can we do in this scenario?

    One way is to present something that your company has devised
    internally that no other company does. Look, there’s a reason why
    computer store “A” offers to beat their competitor’s price for the
    same product by X%. If you look closely, the two packages are never
    exactly the same. Company “B” offers a free scanner, while company
    “A” offers a free printer. Or some other difference. They are
    comparing apples to oranges. So unless you find a company with the
    exact same package (you won’t…they’ve seen to that), you won’t be
    able to cash in.

    But what if you truly have the same widget for sale as the guy up the

    Unless your prospect knows the inner workings of both your and your
    competitor’s product, including the manufacturing process, customer
    service, and everything in-between, then you have a little potential
    creative licensing here. But you must be truthful.

    For example, if I tell my readers that my product is bathed in steam
    to ensure purity and cleanliness (like the cans and bottles in most
    beer manufacturing processes), it doesn’t matter that Joe’s Beer up
    the road does the same thing. That fact that Joe doesn’t advertise
    this fact makes it a USP in your prospect’s eyes.
    Want some more USP examples?
    · We are the only car repair shop that will buy your car if you are
    not 100 percent satisfied with our work.
    · Delivered in 30 minutes or it’s on us!
    · No other furniture company will pay for your shipping.
    · Our recipe is so secret, only three people in the world know it!

    As with most ways to boost copy response, research is the key with
    your USP. Sometimes your USP is obvious, for example if you have a
    patent. Other times you must do a little legwork to discover it (or
    shape it to your target market).

    Here’s where a little persistence and in-person selling really pays off.

    Let me give you an example to illustrate what I mean:
    Suppose your company sells beanbag chairs for kids. So you, being
    the wise marketer that you are, decide to sell these beanbags in
    person to prospects before writing your copy. After completing
    twenty different pitches for your product, you discover that 75
    percent of those you visited asked if the chair would eventually leak.

    Since the chairs are for kids, it’s only logical that parents would be
    concerned about their youngster jumping on it, rolling on it, and
    doing all things possible to break the seam and “spill the beans.”

    So when you write your copy, you make sure you address that issue:
    “You can rest assure that our super-strong beanbag chairs are triplestitched
    for guaranteed leak-proof performance. No other company
    will make this guarantee about their beanbag chairs!”

    The Headline
    If you’re going to make a single change to boost your response rate
    the most, focus on your headline (you do have one, don’t you?).
    Why? Because five times as many people read your headline than
    your copy. Quite simply, a headline is…an ad for your ad. People
    won’t stop their busy lives to read your copy unless you give them a
    good reason to do so. So a good headline promises some news and a

    Perhaps you’re thinking, “What’s this about news, you say?”
    Think about the last time you browsed through your local newspaper.

    You checked out the articles, one by one, and occasionally an ad may
    have caught your eye. Which ads were the ones most likely to catch
    your eye?

    The ones that looked like an article, of course.

    The ones with the headline that promised news.

    The ones with fonts and type that closely resembled the fonts and
    type used in articles.

    The ones that were placed where articles were placed (as opposed to
    being placed on a full page of ads, for example).

    And the ones with the most compelling headlines that convinced you
    it’s worth a few minutes to read the copy.

    The headline is that powerful and that important.

    I’ve seen many ads over the years that didn’t even have a headline.

    And that’s just silly. It’s the equivalent of flushing good money spent
    on advertising right down the toilet.

    Why? Because your response can increase dramatically by not only
    adding a headline, but by making that headline almost impossible to
    resist for your target market.

    And those last three words are important. Your target market.

    For example, take a look at the following headline:
    Announcing…New High-Tech Gloves Protect
    Wearer Against Hazardous Waste
    News, and a benefit.

    Will that headline appeal to everyone?

    No, and you don’t care about everyone.

    But for someone who handles hazardous waste, they would sure
    appreciate knowing about this little gem.

    That’s your target market, and it’s your job to get them to read your
    ad. Your headline is the way you do that.

    Ok, now where do you find great headlines?

    You look at other successful ads (especially direct response) that
    have stood the test of time. You look for ads that run regularly in
    magazines and other publications. How do you know they’re good?

    Because if they didn’t do their job, the advertiser wouldn’t keep
    running them again and again.

    You get on the mailing lists of the big direct response companies like
    Agora and Boardroom and save their direct mail packages.

    You read the National Enquirer.

    Huh? You heard that correctly.

    The National Enquirer has some of the best headlines in the

    Pick up a recent issue and you’ll see what I mean. Ok, now how
    could you adapt some of those headlines to your own product or

    Your headline should create a sense of urgency. It should be as
    specific as possible (i.e. say $1,007,274.23 instead of “a million

    The headline appearance is also very important. Make sure the type
    used is bold and large, and different from the type used in the copy.

    Generally, longer headlines tend to out pull shorter ones, even when
    targeting more “conservative” prospects.

    It should go without saying that when you use other successful
    headlines, you adapt them to your own product or service. Never
    copy a headline (or any other written copyrighted piece of work for
    that matter) word for word. Copywriters and ad agencies are
    notoriously famous for suing for plagiarism. And rightfully so.

    The More You Tell, The More You Sell

    The debate on using long copy versus short copy never seems to
    end. Usually it is a newcomer to copywriting who seems to think that
    long copy is boring and, well…long. “I would never read that much
    copy,” they say.

    The fact of the matter is that all things being equal, long copy will
    outperform short copy every time. And when I say long copy, I don’t
    mean long and boring, or long and untargeted.

    The person who says he would never read all that copy is making a
    big mistaking in copywriting: he is going with his gut reaction instead
    of relying on test results. He is thinking that he himself is the
    prospect. He’s not. We’re never our own prospects.

    There have been many studies and split tests conducted on the long
    copy versus short copy debate. And the clear winner is always long
    copy. But that’s targeted relevant long copy as opposed to untargeted
    boring long copy.

    Some significant research has found that readership tends to fall off
    dramatically at around 300 words, but does not drop off again until
    around 3,000 words.

    If I’m selling an expensive set of golf clubs and send my long copy to
    a person who’s plays golf occasionally, or always wanted to try golf, I
    am sending my sales pitch to the wrong prospect. It is not targeted
    effectively. And so if a person who receives my long copy doesn’t
    read past the 300th word, they weren’t qualified for my offer in the
    first place.

    It wouldn’t have mattered whether they read up to the 100th word or
    10,000th word. They still wouldn’t have made a purchase.

    However, if I sent my long copy to an avid die-hard golfer, who just
    recently purchased other expensive golf products through the mail,
    painting an irresistible offer, telling him how my clubs will knock 10
    strokes off his game, he’ll likely read every word. And if I’ve targeted
    my message correctly, he will buy.

    Remember, if your prospect is 3000 miles away, it’s not easy for him
    to ask you a question. You must anticipate and answer all of his
    questions and overcome all objections in your copy if you are to be

    And make sure you don’t throw everything you can think of under the
    sun in there. You only need to include as much information as you
    need to make the sale…and not one word more.

    If it takes a 10-page sales letter, so be it. If it takes a 16-page
    magalog, fine. But if the 10-page sales letter tests better than the
    16-page magalog, then by all means go with the winner.

    Does that mean every prospect must read every word of your copy
    before he will order your product? Of course not.

    Some will read every word and then go back and reread it again.

    Some will read the headline and lead, then skim much of the body
    and land on the close. Some will scan the entire body, then go back
    and read it. All of those prospects may end up purchasing the offer,
    but they also all may have different styles of reading and skimming.

    Which brings us to the next tip…

    Write To Be Scanned

    Your layout is very important in a sales letter, because you want your
    letter to look inviting, refreshing to the eyes. In short, you want your
    prospect to stop what he’s doing and read your letter.

    If he sees a letter with tiny margins, no indentations, no breaks in
    the text, no white space, and no subheads…if he sees a page of
    nothing but densely-packed words, do you think he’ll be tempted to
    read it?

    Not likely.

    If you do have ample white space and generous margins, short
    sentences, short paragraphs, subheads, and an italicized or
    underlined word here and there for emphasis, it will certainly look
    more inviting to read.

    When reading your letter, some prospects will start at the beginning
    and read word for word. Some will read the headline and maybe the
    lead, then read the “P.S.” at the end of the letter and see who the
    letter is from, then start from the beginning.

    And some folks will scan through your letter, noticing the various
    subheads strategically positioned by you throughout your letter, then
    decide if it’s worth their time to read the entire thing. Some may
    never read the entire letter, but order anyways.

    You must write for all of them. Interesting and compelling long copy
    for the studious reader, and short paragraphs and sentences, white
    space, and subheads for the skimmer.

    Subheads are the smaller headlines sprinkled throughout your copy.

    Like this.
    When coming up with your headline, some of the headlines that
    didn’t make the cut can make great subheads. A good subhead
    forces your prospect to keep reading, threading him along from start
    to finish throughout your copy, while also providing the glue
    necessary to keep skimmers skimming.

    The Structure of AIDAS

    There’s a well-known structure in successful sales letters, described
    by the acronym AIDA.
    AIDA stands for:
    · Attention
    · Interest
    · Desire
    · Action

    First, you capture your prospect’s attention. This is done with your
    headline and lead. If your ad fails to capture your prospect’s
    attention, it fails completely. Your prospect doesn’t read your stellar
    copy, and doesn’t order your product or service.

    Then you want to build a strong interest in your prospect. You want
    him to keep reading, because if he reads, he just might buy.

    Next, you channel a desire. Having a targeted market for this is key,
    because you’re not trying to create a desire where one did not
    already exist. You want to capitalize on an existing desire, which your
    prospect may or may not know he already has. And you want your
    prospect to experience that desire for your product or service.

    Finally, you present a call to action. You want him to pick up the
    telephone, return the reply card, attend the sales presentation, order
    your product, whatever. You need to ask for the sale (or response, if
    that’s the goal). You don’t want to beat around the bush at this point.

    If your letter and AIDA structure is sound and persuasive, here’s
    where you present the terms of your offer and urge the prospect to
    act now.

    A lot has been written about the AIDA copywriting formula. I’d like to
    add one more letter to the acronym: S for Satisfy.

    In the end, after the sale is made, you want to satisfy your prospect,
    who is now a customer. You want to deliver exactly what you
    promised (or even more), by the date you promised, in the manner
    you promised. In short, you want to give him every reason in the
    world to trust you the next time you sell him a back-end offer. And of
    course you’d rather he doesn’t return the product (although if he
    does, you also execute your return policy as promised).

    Either way, you want your customers to be satisfied. It will make you
    a lot more money in the long run.

    Use Takeaway Selling to Increase the Urgency

    When you limit the supply of a product or service in some way (i.e.
    takeaway selling), basic economics dictates that the demand will rise.

    In other words, people will generally respond better to an offer if
    they believe the offer is about to become unavailable or restricted in
    some way.

    And of course, the opposite is also true. If a prospect knows your
    product will be around whenever he needs it, there’s no need for him
    to act now. And when your ad is put aside by the prospect, the
    chance of closing the sale diminishes greatly.

    It’s your job, therefore, to get your prospect to buy, and buy now.

    Using scarcity to sell is a great way to accomplish that.

    There are basically three types of takeaways:
    1) Limiting the quantity
    2) Limiting the time
    3) Limiting the offer

    In the first method, limiting the quantity, you are presenting a fixed
    number of widgets available for sale. After they’re gone, that’s it.

    Some good ways to limit the quantity include:
    · only so many units made or obtained
    · selling off old stock to make room for new
    · limited number of cosmetically-defected items, or a fire sale
    · only a limited number being sold so as not to saturate the
    · etc.

    In the second method, limiting the time, a deadline is added to the
    offer. It should be a realistic deadline, not one that changes all the
    time (especially on a website, where the deadline date always seems
    to be that very day at midnight…when you return the next day, the
    deadline date has mysteriously changed again to the new day).
    Deadlines that change decrease your credibility.

    This approach works well when the offer or the price will change, or
    the product/service will become unavailable, after the deadline.
    The third method, limiting the offer, is accomplished by limiting other
    parts of the offer, such as the guarantee, bonuses or premiums, the
    price, and so on.

    When using takeaway selling, you must be sure to follow-through
    with your restrictions. If you say you only have 500 widgets to sell,
    then don’t sell 501. If you say your offer will expire at the end of the
    month, make sure it does. Otherwise your credibility will take a hit.

    Prospects will remember the next time another offer from you makes
    its way into their hands.

    Another important thing you should do is explain the reason why the
    offer is being restricted. Don’t just say the price will be going up in
    three weeks, but decline to tell them why.

    Here are some examples of good takeaway selling:
    “Unfortunately, I can only handle so many clients. Once my plate is
    full, I will be unable to accept any new business. So if you’re serious
    about strengthening your investment strategies and creating more
    wealth than ever before, you should contact me ASAP.”
    “Remember…you must act by [date] at midnight in order to get my 2
    bonuses. These bonuses have been provided by [third-party
    company], and we have no control over their availability after that
    “We’ve obtained only 750 of these premiums from our vendor. Once
    they are gone, we won’t be able to get any more until next year. And
    even then we can’t guarantee the price will remain the same. In fact,
    because of the increasing demand, it’s very likely the price could
    double or triple by then!”

    Remember when I said earlier that people buy based on emotions,
    then back up their decision to buy with logic? Well, by using
    takeaway selling, that restriction becomes part of that logic to buy
    and buy now.

    Great copy is made, not born. It is derived from proven test results
    designed to do one thing and do it well: sell.

    Effective advertising doesn't always use "grammatically correct"
    English. It uses short sentences, fragments. Like this.

    It convinces you to buy, and buy now. Period.

    It talks about benefits, not features. It sells on emotion and
    reinforces the decision to buy with logic.

    It paints a compelling picture and irresistible offer that forces your
    prospect to act and act now! And if it doesn't, then you drop that ad
    like a hot potato and go with one that does.

    Effective persuasion is like your top salesperson--the one who
    continues to break all your sales records year after year--on the job
    24 x 7, multiplied by thousands or millions! Just imagine if that
    salesperson, the one with proven results, could be multiplied as much
    as you wanted.

    Now that would be effective (and cost-efficient) marketing!

    Two things/size are infinite: The universe and stupidity. I'm still not convinced of the universe..

    Enjoy ....:cool2:
    ..... popzzz ~ BlackHatWorld.com
    • Thanks Thanks x 12
  2. Seo Lover

    Seo Lover Jr. Executive VIP Jr. VIP

    Jan 30, 2011
    Likes Received:
    Hanging Around Interawebs !
    <-----------------Sin City
  3. DownTheRabbitHole

    DownTheRabbitHole BANNED BANNED

    Jul 19, 2012
    Likes Received:
    Hey man that was a great write up.

    In fact you inspired me to change my thoughts on long-vs-short copy. To me, I dislike reading long boring copy, but you made a great point about skimmers. I didn't realize it but I tend to read the headline, skim the sections for eye-catchers, and move on, when I am looking at WSOs and etc.

    I used to think that the Apple method of simplicity would be the way to go. But then I realized that they started doing this once they already had a reputation. The most popular Apple commercials that I can remember were the "I'm a Mac", "And I'm a PC" which compared their product vs their competitor. Now they rely on their reputation of being not only fashionable but better-than-the-competitor based upon how they previously impressed upon us.

    Reputation and selling TO your market makes a world of difference.
    • Thanks Thanks x 2
  4. zerocoolflo

    zerocoolflo Regular Member

    Feb 7, 2011
    Likes Received:
    Woott! One of the best posts on BHW in the last months regarding copywritting!

    I learnt a thing or two from here.

    Keep sharing!

    • Thanks Thanks x 1
  5. Intruder

    Intruder Regular Member

    Jun 3, 2012
    Likes Received:
    Okay, great!
    One questions:
    How many days does it take you to write this post??
    • Thanks Thanks x 1
  6. brikka

    brikka Junior Member

    Mar 14, 2012
    Likes Received:
    Excellent post! For many years I have been looking for such a nice and straightforward blueprint on advertising. I've learned a few things today! +1 Props! Thank you!
    • Thanks Thanks x 1
  7. Parallax

    Parallax Registered Member

    Nov 20, 2012
    Likes Received:
    Thanks for sharing, I used this to help re-write a landing page of mine. Hope it converts better now!
    • Thanks Thanks x 1
  8. gullsinn

    gullsinn Elite Member

    Dec 24, 2009
    Likes Received:
    Jobless :D
    Home Page:
    How many of us have read that all?
    • Thanks Thanks x 1
  9. popzzz

    popzzz Supreme Member

    Apr 12, 2009
    Likes Received:
    Don't touch the REP!
    Well it should then if you thought it needed rewriting LOL!

    Way to go! :thumb:

    Enjoy ..... :cool2:
    ..... popzzz ~ BlackHatWorld.com

  10. extremeboy

    extremeboy Jr. VIP Jr. VIP

    Jul 8, 2010
    Likes Received:
    World Best RANK Tracker SERPCloud.com
    Home Page:
    Good share +REP
    • Thanks Thanks x 1
  11. popzzz

    popzzz Supreme Member

    Apr 12, 2009
    Likes Received:
    Don't touch the REP!
    Obviously not the ones that are posting in the thread. :yield:

    Enjoy ..... :cool2:
    ..... popzzz ~ BlackHatWorld.com

  12. buywebsitevisitor

    buywebsitevisitor Newbie

    Sep 1, 2013
    Likes Received:
    Advertising Manager
    Home Page:
    really useful info.will try to addapt it.thank you
    • Thanks Thanks x 1
  13. karibo

    karibo Regular Member

    Jan 30, 2010
    Likes Received:
    Top of YOUR girlfriend
    Copy pasta but still nice info

    Thanks for sharing :)
    • Thanks Thanks x 1
  14. /A/ (Ace)

    /A/ (Ace) Newbie

    Jan 31, 2013
    Likes Received:
    free-ebooks.ne t/ebook/10-Ways-to-Write-More-Effective-Ads/pdf?dl&preview

    At least give the source of the post you're linking.
    • Thanks Thanks x 1
  15. caffe

    caffe Registered Member

    Jan 16, 2008
    Likes Received:
    Property management, IT support.
    Thanks OP.
    This is good a very good share and informative. Learn few things here.
    • Thanks Thanks x 1
  16. eastwander

    eastwander Newbie

    Sep 16, 2013
    Likes Received:
    Your method is really interesting and thorough.
    I know quality beats quantity, but do you think it will be more effective if we break them into 2 different articles for 2 specific field?
    • Thanks Thanks x 1
  17. popzzz

    popzzz Supreme Member

    Apr 12, 2009
    Likes Received:
    Don't touch the REP!
    Sure, have at it! Today is your day! You can do anything you want! Dum potes capere! :thumb: Enjoy ..... :cool2: ..... popzzz ~ BlackHatWorld.com