by Scot Small
Carol Burnett once said, “Words, once they are printed, have a life of their own.” Nowhere is that more true than in writing an Ad. An ad not only has to engage the reader, it must propel them into action. It sounds like a difficult task, but if you follow six simple rules, you’ll be on your way to creating ads that will out pull all your competitors.
1. Headline Is Everything
John Caples says: “If you have good headlines you have a good ad. Any competent writer can write copy. If you have a poor headline you are licked before you start. Your copy will not be read. Spend hours writing headlines or days if necessary”
Imagine, while standing in line at your local movie theatre, you see a film poster with this tag line, “Movie created by Universal Studios has many special effects.” If you saw this poster, would you even bother finding out more about the film, let alone actually seeing it? However, if you saw this same poster with the tagline, “17 year old Marty McFly got home early last night. 30 years early.”, your interest would be piqued and you’d probably find yourself attempting to find out more about the film and eventually seeing it.
Your headline is no different. First impressions are the key and your headline is your first impression. Make it snappy, compelling, and interesting. Grab the reader with your headline and your foot is in the door.
2. Focus on Your Target Market
In order to know how to market, you must understand to whom you are marketing. If your target market is the dog grooming industry, you cannot suddenly take a left turn in the middle of your piece and begin chatting about how your product or service will help those in the medical field. Remember who your audience is and address their needs and concerns specifically.
It is vital to understand your target market ALWAYS cares more about themselves than they do about you! You are the one interrupting their life with an ad – if it does not connect with them and talk about them – you will not get a call.
3. Make an Emotional Connection; Keep Them Interested
Now that you’ve got their attention, you have to keep it. The thing you must remember when writing your ad is that you’re not writing about yourself. You’re writing for your audience.
Microsoft is famous for saying, “Your Potential, Our Passion.” In order to grip your reader and make a true connection with them, you have to understand their basic needs and desires.
The most common mistake marketers make when writing a marketing piece is thinking about their product, their needs and themselves. After all, shouldn’t a marketing piece showcase your product and you? You are marketing your service with the ad, right? So, why shouldn’t the ad be all about you?
When you send your clients, potential or existing, a features list and how great your company is you put them to sleep. Instead of telling your audience how your company is number one and how fantastic you are, use your ad to answer the burning question that is on their mind.
4. Answer the Question, “What’s In It for Me?”
How can you help this person who is reading your ad? Can you make their life easier? Save them time and money? Can you help them expand their business or better automate their services? What’s keeping your clients and potential clients up at night?
Once you answer these questions yourself, you will be better able to answer their questions and your ad will have a greater chance of getting a response. It is all about them.
5. Fully Explain the Benefits of What You Have to Offer
Now that you’ve answered the questions in tip number five, it’s time to explain how you can make their life easier by explaining the benefits of your offering. Make it easy for them to understand. Don’t make your potential or existing clients think. Do the thinking for them. Avoid using long sentences and paragraphs as you lay out the benefits.
Break up your paragraphs. Use bullets and lists where appropriate. Do everything you can to keep your reader from giving up and moving on.
6. Call To Action
Once you’ve established a connection with your target and have explained the benefits of your offering, it’s time to call them to action. Fully explain the next step they should take in accepting your offer. If you fail to suggest a next step, your target will do nothing.
Make sure to determine what action you desire from your ad and fully instruct your reader on how to do so. Again, don’t make your target think. Do the thinking for them and spell out how to take action. Make doing so easy that it requires little to no thought on their part. Remember the Easy Button from Staples.
Words are the most powerful weapon we have as inhabitants of the earth and when you’re marketing, they’re THE weapon. With a well-written ad, you can grow your business.
Here is what I want you to do – pull out your last 10 ads and go over them with these 6 tips in front of you and see how many of these 6 tips you have used. If you need help we are here to help you. All you have to do is call. So, to follow my own advice – CALL US TODAY!