Monday, July 27, 2009

On Writing Advertising Copy

Master advertiser Claude Hopkins defined the art of copywriting as "Salesmanship in print", Judith Charles defines a copywriter as "A salesperson behind a typewriter".

Their definitions are great because none of use terms like: fun, pleasing, entertainment, etc... and those are the lines that most copywriters run by these days. The goal of writing advertising copy is not to be liked - it is to sell more of your products and services.

The advertiser should not be concerned if people like his commercials or ads, or if they are entertained by them. If they are, fine. But advertising is the mean to an end, and the end is to increase sales and profits for the advertiser.

Everywhere you look you'll find stunningly beautiful ads, artful catalogs and brochures and impressively created tv commercials... but think about them for a minute. Do they really persuade you into buying their products just because of those nice advertisings?

Sometimes, inexpensive ads, written in a simple and direct form without a lot of fluff, do the best job selling. Burn that last line in your mind as if your life depended on it, because in a sense, it does - your business life is in direct relation to that concept.

That concept applies to every advertisement you write: brochures, catalogs, direct mail pieces, postcards, websites, salesletters, etc.
In order to sell more of your products, you ad must do three things:

1) Get the attention of your prospects

2) Communicate the benefits of your product or service

3) Persuade your prospects into taking the desired action

During this short copywriting primer, you'll discover exactly how achieve each of the three crucial steps to make your ads bring in the results you expect.


No comments:

Post a Comment


Action Steps (1) ad online (1) advertise your business (1) advertising basic knowledge (1) advertising programs (1) advertising strategy (1) advertising websites (1) AP (1) benefits versus features (1) blog ads (1) boost productivity (1) Brian Tracy (1) buyer (1) classified (1) classified ads (2) classified advertising (1) classified adverts (1) classified categories (1) classified listings (1) classified-ads site (1) classifieds (2) classifieds ads (3) competition (1) copywriter job (1) corporate identity (1) craiglist (1) craigslist ads (1) craigslist classifieds (1) craigslist posting (1) creative advertising (1) customer (1) Defeating Procrastination (1) dilemma (1) direct mail design (1) direct marketing (2) Facebook (1) for ads (1) free advertising (1) free classified ads (2) Getting A Head Start (1) graphics design (1) guerrilla marketer characteristic (1) guide for writing classifieds that sell (1) headline examples (1) how (1) how to write a headline (1) How to write classified ad (1) ideas (1) impulse buying (1) increase (1) internet ads (1) job classifieds (1) keep customer (1) Kevin Thomas (1) lifetime (1) logo (1) marketing design (2) media advertising (1) mindset (1) Monitor Your Time (1) online ads (2) online adversiting marketing (1) online advertising marketing (1) online classified ads (1) online classified advertising (2) organizing office space (1) overcome procrastination (1) Pagerank (1) peak productivity (1) phrases that sell (1) place ad (1) place free ads (1) planning (1) post a free classified ads (1) post ads (1) post classified ads (1) post free ads (1) posting free ad (1) potential (1) privacy (1) project (1) provider (1) referral programme (1) referral programs (1) referral system (1) sales expert (1) scraper Bot (1) seller (1) sentences that sell (1) seo copywriting (1) shopper (1) small business advertising (1) social networking site (1) Steps To Make Classified ads Sell (1) Tactics (1) Techniques (1) time management (1) to (1) TOS (1) USA Free Classified Ads (1) Usfreeads (1) value (1) web (1) web ads (1) web copywriting (1) words that sell (1) writing headlines (1) writing tips (1) ZIglar (1)

Recent Visitors