10 Ways to Write More Effective Ads Advertising is salesmanship multiplied. Nothing more!
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? Its none of the above. Advertising is salesmanship multiplied. Nothing more. And advertising copy, or copywriting, is salesmanship in print. The purpose of a copywriters job is to sell. 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. 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, its 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 its better to have a starting point before you test.
So this starting point is the essence of this book. In This E-Book, Discover:
Focus on Them, Not You
Emphasize Benefits, Not Features
Push Their Emotional Hot Buttons
Incorporating Proof and Believability
The Unique Selling Proposition (USP)
And much, much more!
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