Make it Pop!
Ask yourself this question…
How can I make my advertising get results?
There are 5 major components to good advertising copy: (The order of these is essential to success)
- Command Attention
- Showcase Benefits of Products/Services
- Prove the Benefits
- Persuade People to Embrace the Benefits
- Call to Action
Advertising is sales in print. This is the time to think about the unique benefits your products/services offer and showcase that in a persuasive way. You need to emphasize results, not features. No one buys what a product does, but rather what the product does for them.
Let’s take a minute to talk about each of these components individually:
Command Attention: This is usually accomplished with the headline. You need an attention-getter that makes people want to know more about your products/services. The best headlines give a vivid portrayal of the benefits or show how a problem can be avoided with your products/services. The headline is the advertisement for the advertisement.
Showcase Benefits: This is your chance to showcase the benefits of your products and services and, more importantly, show how they will solve or prevent a problem. They need to know what’s in it for them. Include useful, factual and clear information to show precisely what the benefits are and how they are going to help the customer.
Offer Proof: This is where you prove what the advertisement is offering. You need to establish you have a system or method to deliver. Consider information that establishes credibility and past performance. A great example of this could be to include customer testimonials.
Persuade: You will want to add compelling reasons for your potential customers to purchase your products/services. One method that works well is to create scarcity. If a buyer knows the offer is only available for a limited time they are more likely to take action. This will prompt your potential customers to feel like they have to act now. This leads us to the last component.
Call to Action: Your potential customers will need to be ‘told’ or encouraged to DO something; take action. You will want them to check out your site, sign up for your newsletter, purchase your products or contact you about services… something. Offer a freebie like a booklet, sample product, bonus, demo, consult, limited time price… the list goes on. There are lots of ways to get potential customers excited about ordering and help them feel like they are getting an amazing deal.
Good advertisements include all of these components and are not complete without any of them. You can sit down and think through any one of these components, then figure out how to best place them together for the most effectiveness. We can help you with this too. Try our FREE test drive to learn how to put together great advertisements from some of the best in the business.