How To Write Really Good Ads
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:
Visit the store or website to see and judge the product for
himself, or immediately reach for his credit card or write a
check and send for the merchandise being advertised.
Phone for an appointment to hear the full sales presentation, or
write for futher 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 his thinking, to just admire the product, or to
simply believe what is written about the product--is not doing
it's job completely.
The "ad writer" must know exactly what he wants his reader to
do, and any ad 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
product 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 sales, 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 them 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.