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One of the sharpest minds in the direct response marketing
business is fond of advising potential advertisers that creativity
is not a positive virtue for an advertising copywriter. Whether it
is a print, on-line or broadcast ad, the worst response experts say
people should give is to think an ad was exceptionally creative.
Instead, the person should respond by wanting to buy the product.
Here are five ideas advertising writers may use to help make their
ad copy more effective.
1. Proof - Let people know
how good your product or service is by offering proof that it stacks
up better than its competition, or that it has met or exceeded
certain tests or specifications. When stating numbers, such as how
much faster one medicine works when compared with another, round
numbers are less effective. Therefore, try to use uneven numbers
like 23.7% rather than round numbers like 25% and your message will
be more believable.
2. Identification - Do not be
afraid to let people know who you are, where you are located and
what you think and feel. Rather than appearing to hide behind a post
office box number, tell people that your office is located at 1234
Elm Street in the red brick Smith Building, which was constructed in
1916. This not only makes you seem more interesting, but also more
believable and trustworthy.
3. Guarantee - People will
always be more willing to buy from you if they trust you will refund
their purchase price if they are not satisfied. Yes, you may have to
incur some expenses paying for refunds, but your increased sales
will more than make up the difference.
4. Accessibility - Similar to
identification, it always is best to be easy to reach, so do not
omit your contact information from your ads, especially ads in print
and on-line messages. Whether it is your phone number, Internet URL,
email address or all three, make sure they are correct and working
properly before you publish the ad. For example, if you are
publishing a toll-free number that only works from the USA, if you
also include your regular telephone number with area code, potential
customers from other countries may also buy from you.
5. Every sales letter should have a
PS following the signature - This part of the letter will
most likely be read more closely than some other parts, so utilize
it to reinforce your most important point, or offer an extra bonus
to motivate the reader to act immediately.
By making sure your advertising message has met the above five
criteria, you will ensure the next ad you write will help make your
cash register ring even more loudly. |
