How to Write Killer Advertising that
Practically Forces People to Respond
By Terry
Dean
Stop a moment some day and look at the kind of advertising you see in your
mailbox, on your computer, on the radio, etc. Look at it and think, "Would I
buy this or not?" If you say "No," then ask yourself why. If you say "Yes,"
then ask yourself why. What is it that makes this ad attractive or what is
it that this person’s offer unattractive. Do this regularly and you will
start surprising yourself with what you will notice about advertising.
Most advertising you see today is written extremely poorly. It confuses the
prospect, doesn’t paint a desired picture in their mind, doesn’t give a
reason to order now, and focuses on features, not the benefits. Most failed
businesses can be tracked back to poor advertising, although there are many
other reasons for failure.
If you want to stay in business, you must learn how to advertise effectively
and how to produce orders NOW! This is what we will be working on in this
manual, so be prepared to change your advertising and to fill your mailbox
with orders!
There is a creative money making genius on the inside of you. You just need
to learn how to let it out. What we will cover in this short report is the
purpose of advertising and the 12 Advertising Secrets you will need to know
to become an effective advertiser.
No matter what business you do whether it be a small retail store, a
consulting service, a house cleaning service, or a mail order business, you
must learn to create advertising that gets results. If you don’t, your
business will be painful and short-lived.
First of all, let us look at the two major (And different) reasons for
advertising. Number one is for exposure. Most television commercials and
many newspaper ads and magazine ads are made for this purpose.
The Advertiser wants their name exposed to the public and for the viewer to
think of them next time they are ready to make a purchase. Major
corporations are the ones who will do this kind of advertising. They have
the budget to constantly expose their name to the public and wait for their
orders to come as people become more used to them and their advertising.
The type of advertising you and I are interested in is completely different.
It is called direct response advertising. In other words, we are advertising
and are motivating our readers to order now, to call our 800 number and
order, mail us a coupon and order, or fax in an order. We advertise a
product and service and seek for people to make purchases now. As a small or
home business, a quick way to go bankrupt is to place full page ads without
asking for an order NOW! You must cause the person to order today if you
want to stay in business in any type of display advertising or direct mail.
Classifieds are of a little different nature, but they work on the same
premise. You don’t ask for a sale right from the classified (Which would be
a large mistake because there just isn’t enough room in a classified to make
sales). Even asking for one dollar in a classified ad reduces your response
greatly. You will have them call your 800 number voicemail or your
fax-on-demand in which they will receive an offer and a chance to order NOW!
In all advertising, you must ask for the order NOW or get out of business!
Many people have contacted me and said, "I know that I have a wonderful
product, but I just can’t figure out why I am not getting any orders." You
may be the same way. Let me tell you a simple truth, It does not matter how
awesome your product line is if your advertising doesn’t cause people to see
themselves using it and how it will benefit them. Your advertising, not your
product in many cases, will determine the success or failure of your
business. Yes, Your product needs to be awesome (Or you will experience a
large number of refund requests and a short-lived business), but your
advertising will make or break your business.
Before we spend too much time detailing why you should create awesome ads,
let us just simplify the whole deal. You want your business to make money?
Then, write money-grabbing ads!
Now, Let us reveal 12 of the major advertising secrets you will need to know
and begin using in every ad you create:
1) Testing,
Testing, Testing
In all advertising and mail order, the biggest key of long-term success is
Testing everything. Test your ads. Test your sales letters. Test you
products. Test the publications. Test everything. You will never be done.
Learn to key all of your order forms and phone numbers to make sure you know
which ad and publication is doing what. Don’t ever leave anything to chance.
Test everything. Great Advertisers and Mail Order Millionaires are people
who have tested everything and have found what works. Your testing period
will NEVER end!
2) Strong
Headlines
The number two key to success is your headlines. You must understand that
the wording of your headline is more than 70% of the effectiveness of your
advertising. That means it is a BIG DEAL what your headline says. A note
that needs to be added. In mail order, it has been our experience that
Negative headlines often Out pull positive headlines. For example, one of
the most popular and effective headlines in network marketing has been "Dead
Downlines Don’t Lie!"
Negative headlines force your prospect to identify with them saying, "That
sounds like me. The main purpose of the headline is to GRAB their attention,
so your headline must be attention grabbing and prospect focused. What are
their needs? What are their Desires? What are their Fears? Pay attention.
The upcoming secrets must be used when writing your headline also, not just
your body. HEADLINES WILL MAKE OR BREAK YOUR ADVERTISING CAREER!
3) Short Words, Short Sentences,
Short Paragraphs
Forget what your grammar teacher taught you in high school. When writing
ads, you must make your ads simple: Simple to Understand & Simple to Order.
Keep the level of writing 8th grade or lower. Use Short Words, short
sentences, and short paragraphs. I know your literature teacher told you to
not write paragraphs with only two sentences in them, but how much money did
he/she ever make in advertising? The moment you confuse your prospect, their
attention and the sale disappears!
4) Be Specific, Not General
Be specific in all of your advertising. Don’t Say "Fill Your Mailbox with
Cash." Say "Receive Up to $355 a day in your Mailbox Daily." Don’t Say
"Secrets to Making Money." Say "63 Year Old Man Tells You His Dirty Secrets
to Making $578 a day!"
Being specific makes your advertising more believable. Being general makes
your prospects say "He is just making this up." Being specific makes them
say, "He must have counted it. I want to make that much."
Don’t say "Fill your Downline with Distributors." Say "Add Up to 15 New
Distributors a month to your downline." You get the idea now, don’t you.
Don’t ignore the fact that Being Specific will beat being general every
time. Go over your advertising copy and edit it to become specific.
>>NEXT |
