10 WAYS TO WRITE MORE EFFECTIVE ADS (EBOOK)

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So this starting point is the essence of this book. The ten tips expressed here have been generally time-tested and known to be effective. But I can't emphasize enough that when using these techniques, you should always test them before rolling out a large (and expensive) campaign. Sometimes a little tweak here or there is all that is needed to increase response rates dramatically. And with that, let's move onward...

Focus on Them, Not You
When a prospect reads your ad, letter, brochure, etc., the one thing he will be wondering from the start is: "what's in it for me?" And if your copy doesn't tell him, it'll land in the trash faster than he can read the headline or lead. A lot of advertisers make this mistake. They focus on them as a company. How long they've been in business, who their biggest customers are, how they've spent ten years of research and millions of dollars on developing this product, blah, blah. Actually, those points are important. But they should be expressed in a way that matters to your potential customer. Remember, once he's thrown it in the garbage, the sale is lost! When writing your copy, it helps to think of it as writing a letter to an old friend. In fact, I often picture a friend of mine who most closely fits my prospect's profile. What would I say to convince this friend to try my product? How would I target my friend's objections and beliefs to help my cause?

When you're writing to a friend, you'll use the pronouns "I" and "you." When trying to convince your friend, you might say: "Look, I know you think you've tried every widget out there. But you should know that..." And it goes beyond just writing in the second person. That is, addressing your prospect as "you" within the copy. The fact of the matter is there are many successful ads that weren't written in the second person. Some are written in the first person perspective, where the writer uses "I." Other times the third person is used, with "she," "he," and "them." And even if you do write in the second person, it doesn't necessarily mean your copy is about them. For example: "As a real estate agent, you can take comfort in the fact that I've sold over 10,000 homes and mastered the tricks of the trade" Although you're writing in the second person, you're really still focusing on yourself. So how can you focus on them? Glad you asked. One way is to...

Emphasize Benefits, Not Features
What are features? They are descriptions of what qualities a product possesses. · The XYZ car delivers 55 miles per gallon in the city. · Our ladder's frame is made from a lightweight durable steel alloy. · Our glue is protected by a patent. · This database has a built-in data-mining system.

And what are benefits? They are what those features mean to your prospects. · You'll save money on gas and cut down on environmental pollutants when you use our energy saving high-performance hybrid car. Plus, you'll feel the extra oomph when you're passing cars, courtesy of the efficient electric motor, which they

don't have!
· Lightweight durable steel-alloy frame means you'll be able to take it with you with ease, and use it in places most other ladders can't go, while still supporting up to 800 pounds. No more backaches lugging around that heavy ladder. And it'll last for 150 years, so you'll never need to buy another ladder again! · Patent-protected glue ensures you can use it on wood, plastic, metal, ceramic, glass, and tile...without messy cleanup and without ever having to re-glue it again--guaranteed! · You can instantly see the "big picture" hidden in your data, and pull the most arcane statistics on demand. Watch your business do a "180" in no time flat, when you instantly know why it's failing in the first place! It's all done with our built-in datamining system that's so easy to use, my twelve year-old son used it successfully right out of the box. I just made up those examples, but I think you understand my point. By the way, did you notice in the list of features where I wrote "steel alloy?" But in the benefits I wr
ote "steel-alloy" (with a hyphen). Not sure off-hand which one is correct, but I know which one I'd use. Here's why: you are not writing to impress your English teacher or win any awards. The only award you're after is your copy beating the control (control being the best-selling copy so far), so take some liberty in grammar, punctuation, and sentence structure. You want it to be read and acted upon, not read and admired! But--back to benefits...


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