How To Write Ad Copy That Is So Powerful
and Compelling
That Customers Are Forced To Buy - Part 3
Hi and welcome back for another exciting tip
of the week.
This week and probably next week
we’ll go over Display Advertising.
A display or space ad, differs from a
classified ad in that it has a headline and a
layout.
The fundamentals of writing the display or
space ad are exactly the same as those we went
over last week, for classified ads.
The difference is that you have more space
in which to emphasize the formula.
The most important part of a Display ad, is
the headline and sub headline, or some call it the
lead sentence.
The headline is so important. Your ad is
surrounded by other ads, so what makes you think
they will notice your ad?
This is why the headline should be something
that jumps out or grabs your readers attention. You
must entice the reader to read all that you have to
say.
Your headline has to make it more difficult
for your prospect to ignore reading your
message.
If you don’t capture the attention of
your reader with your headline, anything
you’ve written beyond it is useless and a
waste of money, because they won’t read
what you have to say.
Primarily, headlines are written as either
promises or warnings.
A promise is one that will show your reader
how they can attain a desired goal or solve a
problem they have.
A warning cautions against something
undesirable.
For example:
A Promise: “You can lose 25 pounds in
the next 30 days.”
A Warning: “Before you buy a pet, call
for this free report that reveals the five questions
Pet Stores don’t want you to ask.”
Here’s a secret that very few
individuals know about...
Whenever possible, use words that are not
usually found in advertisements.
The idea is to shock or shake the reader and
cause them to take notice of your ad. Most of the
headlines you see all of the time, have a certain
sameness with just the words rearranged.
Your reader may see these headlines with
their eyes, but their brain fails to focus on any of
them because there’s nothing different or out
of the ordinary to get their attention.
Whenever you possibly can, work in the
word “You” and
“Free”.
The layout you devise for your ad, or the
frame you build around it, should also command
attention. Either make it so spectacular that it
stands out, or so simple that it catches the readers
attention because of its simplicity.
It’s important that you don’t
get cute with graphics and artwork.
Your ad should convey the feeling of
excitement and movement.
Once you get your readers attention, you
should immediately tell them what your product will
do for them. Your potential buyer doesn’t
care in the least how long it’s taken you to
produce the product, how long you’ve been in
business, etc., etc.
They want to know specifically how they are
going to benefit from the purchase of your
product.
Generally, their wants will fall into one of the
following categories.
Better health, greater comfort, increased
leisure time, popularity, more money, greater beauty,
success, or security.
Even though you have their attention, you
must state again the advantages of your product or
service that they will receive.
Anyone reading this tip of the week, can
massage the above to their products or services. It
might take a little creativity, but that’s what
we’re trying to accomplish.
In next weeks tip, I’m going to go
over something that will make the reader of your ad,
desire your product or service.
So until then, keep those questions rolling
in.
Best Wishes,
Ken Varga
...using
experience from my 35
businesses to help you generate millions of dollars
from yours
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