A Free Lesson On How To Easily Write Ads That Are Guaranteed To Make You Money – Writing
A Free Lesson On How To Easily Write Ads That Are Guaranteed To Make You Money
Eric Borden
COPYWRITING
After determining what we are going to sell, the next task is to effectively convey our message.
Copywriting is the art of writing words and messages that successfully sell a product or service. From the development of the sales message on a website to classified or banner advertising, writing ad copy will be used in many facets of your business. Unless you are going to pay someone else to do it, mastering this skill is essential to the success of your venture. That
What Do Your Ads Say – Marketing
What Do Your Ads Say
BIG Mike McDaniel
Make a list of everything you think should be included at one time or another, in one of your ad, be it radio, newspaper or Little Jimmies class play program.
Everything. Experience, staff, facility, product. The list will be quite long. Take the time to do it now, before you read the rest of this article.
Next, take a hard look at your list, pencil in hand, and cross off all items that are about YOU including YOUR staff, YOUR building, YOUR ranking, awards etc. Now, x-out all the FEATURES of your products or service.
The number one rule, the only rule, for great advertising is "Sell the Benefits".
Take a poll, people dont care if you have the largest selection in town. It means nothing that "New Stuff is arriving daily". They want to know what you or your product can do for them. WIIFM or "Whats In It For Me" Ease pain and you gain.
You see and hear ads everyday that miss the point entirely. Giant billboards with pictures of the medical clinic staff standing in front of a wall of awards. Picture of a guy with a wrench and the words "See me for all your plumbing needs." Three little girls on TV yelling an unintelligible slogan about their daddys store. Its all about them. It should be all about the customer.
Did you see the one on TV where a guy gets the water cooler dumped on him because he bought the good software What picture does that tell It would have been better if the guy told me from a sunny beach location the boss gave him another week of vacation because the new software saved the company 40 million bucks. Benefits.
How about the newspaper ad with the picture of the funeral home building and how they have been around for 85 years Benefit
Ads about "you you you" can look and sound really great, to you, you, you. We all love to talk about ourselves. Where are the benefits What hook does your face on a billboard use to bring customers through the door Your face is NOT a benefit.
We all grew up thinking "me me me". Remember how excited you got when you first saw your name or picture in the newspaper Even the school paper. It was a BIG deal. "Me me me." Great for your ego, but take that thinking to your advertising and it flops.
The first time you make the list and cross out the me me mees and all the features, you may have only one or two points left to promote. Make a new list and think "them them them". Think benefits.
The ads that stick in your head are the ones that promise to make your life easier. The appliance store promising to deliver at the appointed time. You dont have to stay home all day waiting for the truck. A real benefit. It makes no difference if the TV is made by Acme or Zenith They will deliver on time. Lets go there. Benefits.
The company that says their plumber will show up clean, on time, and not smell. Another benefit!
Who cares what a financial advisor looks like, but tell people they can retire and not eat dog food and you get their attention. Benefit.
Funny thing, the ads about benefits are the ones we make the mental note to remember. Hmmm.
Sell the benefits and you dont have to sell yourself.
For more about advertising, get my article "Whats Your Selling Sentence" Send a blank eMail to MailTo:SellingSentence@BigIdeasGroup.com.
About The Author
© 2005 BIG Mike McDaniel, All Rights Reserved
Mike@BIGIdeasGroup.com
BIG Mike is a Small Business Consultant, Professional Speaker and former Major Market TV News Anchor. http://BIGIdeasGroup.com
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How to Write B2B Ads That Catch Customers – Marketing
How to Write B2B Ads That Catch Customers
Steve Koons
Are your business-to-business ads working for you If they are not making sales, are they at least generating interest in your company Are they making an impression on your potential customers by making you stand out in a crowd If not, then you should take a look at this article and get those ads working hard for you.
Don