How to Write Killer Advertising that
Practically Forces People to Respond
By Terry
Dean
>>BACK
5) Use Your Background & Be
Unique, Not A Me-Too Ad
So many ads out there today are for just me-too products and me-too
advertising. When I say "Me-Too Advertising," I mean that these ads or
products have been so overused that they just don’t pull anymore. People are
tired of them. For example, People are tired of hearing how much more your
network marketing company pays than the one on the other page. They are
tired of hearing about how your products are the best in the industry. They
have heard that story before.
You need to become Unique in your approach. Are you elderly? Are you Young?
Are you Deaf? Are you bald? Did you flunk out of school? Do you only have an
8th grade education? Put something of yourself into the ad. A bald man could
write an ad saying, "57 Year Old Bald Man Grows Dollar Bills Faster than Men
Half His Age Grow Hair!" Be unique. Find something about yourself that is
unique and put it into your advertising. Let people know who you are, then
they will begin to trust you, and Trust spells orders.
6) Use Pronouns (I, You, He,
She)
Again, we are going to make the literature teachers angry at us, but Using
"I" "You" "He" "She" throughout your advertising copy will produce more cash
orders. People will begin to identify with you. They will begin to say,
"Yes, I can do that." They will be drawn into the picture you are painting
of them enjoying or succeeding with your product or service. Creating a
picture of them and their needs being met by your company spells creating an
order.
7) Focus on Benefits, Not
Features
This is a lesson mail order & direct mail professionals have been trying to
get over to us for years. You must focus on the benefits of your product,
not its features. Although it may sound like these two things are one in the
same, they most definitely are not. Which way you lead your presentation
which will make a big difference between the success and failure of your
advertising campaign.
Your product’s features are things such as pay plan, product ingredients,
what it is made of, etc. Benefits are what your product will do for them.
Features are product centered. Benefits are prospect centered. Benefits are
things such as "How much will your prospect make? How much weight can they
lose? How much hair will they grow?" You have to make your advertising copy
prospect centered instead of product centered.
8) Use Lots of Adjectives &
Adverbs
You will notice in mail order, there is not the "information packed manual."
There is a "huge 62 page information packed manual with step-by-step
instructions." When writing your ads, take your descriptions to the limit.
Then, you can cut it down some as you go over it. Describe the product.
Paint a picture in your prospect’s mind of them using your products or
services. If you are selling Home Business information, paint a picture of
the prospect succeeding in business, making money daily, having more free
time, etc.
As a general rule, people do not buy because of logic. Too much failed
advertising is logic oriented. Too many people say, "It is only logical for
them to buy my product." If that is your idea, it won’t sell. People buy
because of emotion. Create practical logical products. Then, write
advertising that uses emotion to make sales. Paint the picture of your
prospect both with and without your product. Make them need your product.
Make your product have an emotional appeal to them. Then, you will make
sales.
9) Testimonials
Testimonials are a powerful selling tool and should be used at every
opportunity. Include testimonials in all of your ads if possible. Many Great
Selling Ads are made up of 1/3 to 1/2 testimonials of the company’s products
or services. Getting testimonials is easier than many of us think also. Make
up a testimonial form (With signature required) and hand it out to all of
your clients. Let them know you care what they think about your products and
services. Make it easy for your clients to give you testimonials. Then, use
them in all of your advertising if possible.
10) Free Bonuses For a Limited
Time
Something Free is always a drawing factor in advertising. "Free" is probably
the most powerful advertising word in existence. Anything that you sell that
has a price of more than $20 should always have Free Bonuses attached, and
most products under $20 should have Free Bonuses also if possible. Then, You
should always make your Free Bonuses for a Limited Time Only to Bring in
Orders Now. This has the Effect of "Sale" on a prospect’s mind and moves
them to order now. All advertising must be geared for the prospect to Order
Now! And Free Bonuses don’t have to cost you very much either. Include
something that you can reproduce cheaply, but has a high value to your
prospects.
11) Strong Guarantee
The best way to gain trust in your prospect’s mind for you is to include a
solid guarantee on your products. The postal service requires a 30 Day Money
Back Guarantee on All Products sold by mail order unless your guarantee is
mentioned. You should always include this guarantee if not more. "30 Day No
Questions Asked Money Back Guarantee! I refuse to Let Anyone Be Unhappy With
Our Product!" Add guarantees to everything that you sell. This is a strong
motivator to people and can overcome most fears and objections they have in
their minds toward ordering from you.
12) Easy To Order
Make it easy for people to order from you. This almost goes without saying,
but there are a lot of ads out there which have broken this rule. Tell
people clearly how to order. For example, "Pick Up Your telephone and Call
1-800-000-0000 Now And Have your Credit Card Ready!" Or "Fill Out this Order
Form and Make Your checks payable to Business Systems 2000 and then fax your
order to 1-000-000-0000 or mail them to Business Systems 2000, Box 128,
Richmond, IN 47375!" Make it clear to your customers what you want them to
do to order now.
Another thing that should be mentioned is that you will increase your orders
50% - 100% just by accepting credit cards. They produce more trust and more
orders for any small or home business. Order a copy of our "How to Increase
Business By At Least 50% Just By Accepting Credit Cards" for information
about merchant accounts and how 99% of home businesses (Even brand new
startups) are able to obtain a merchant account for a very low cost.
BASICS OF ADVERTISING
Those are the twelve basics to advertising. Remember them. Go over them. Use
them. It will make a difference in your business. Remember this report as
your Twelve Step Program to Advertising Success:
TESTING, TESTING TESTING
STRONG HEADLINES
SHORT WORDS, SHORT SENTENCES, SHORT PARAGRAPHS
BE SPECIFIC, NOT GENERAL
USE YOUR BACKGROUND AND BE UNIQUE
USE PRONOUNS
FOCUS ON BENEFITS, NOT FEATURES
USE LOTS OF ADJECTIVES & ADVERBS
TESTIMONIALS
FREE BONUSES FOR A LIMITED TIME ONLY
STRONG GUARANTEE
EASY TO ORDER
Create your advertising materials and then go over them again and again to
refine them, but always remember they are NEVER finished. Testing is the
name of the game in advertising and then winner in the end will always be
the one who has tested their advertising the most.
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Terry Dean, a 5 year veteran of Internet marketing, will Take You By The
Hand and Show You Exact Results of All the Internet Marketing Techniques he
tests and Uses Every Single Month" Click here to Find Out More:
http://www.netbreakthroughs.com
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