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Gutter Opportunities Magazine

May 23rd, 2009 |

How to Write Adverts Care

The most important aspect of any business is selling the product or service. Without sales, no business can exist for long.

All sales begin with some form of advertising. To build sales, this advertising must be seen or heard by potential buyers, and do they react to advertising in some way. The credit for success or blame for the failure of almost all ads, returns to the ad.

In Overall, the "ad writer" wants the ability to make one of the following:

a) Visit the store to see and judge the product itself, or just write a check and send for the merchandise being advertised.

b) Phone for an appointment to listen to the full sales presentation, or write additional information that comes to be the same.

The bottom line in any ad is quite simple: make the reader buy the product or service. Any ad that makes the reader only a pause in this thinking, just admire the product, or simply believe what is written about the product – is not doing its job completely.

The "ad writer" must know exactly what you want your reader to do, and anyone who does not elicit the desired action is an absolute waste of time and money.

In order to obtain the desired action of the prospect, all ads are written according to a simple formula master ", which is:

1) Attract the "attention" from their perspective.

2) The "interest" his perspective on the product

3) Cause your prospect to "desire" the product

4) Demand "action" from the perspective of

Never forget the basic rule of copywriting: If the ad is not read, will not stimulate the sale, if you are not, you can not read, and if no command or call reader's attention, it will not be seen!

Most successful advertising copywriters know these fundamentals backwards and forwards. Whether you already know or you're just now being exposed to them, their knowledge and practice of these fundamentals will determine the extent of their success as a writer of advertising.

CLASSIFIED ADS

Classified ads are ads that started in the business of success. These relatively cheap classifieds gives the beginner the opportunity to advertise your product or service without losing his shirt if the ad does not pull or the people do not break the door down with demand for its product. Classified ads are written agreement with all the advertising rules. What is said in an advert is the same said that in a larger, more elaborate type of ad, except in condensed form.

To start learning how to write great ads, clip ten classified ads form ten different sort orders for electronic publications – Announcements that you think are pretty good. Paste each of these items on a sheet of paper.

Analyze each of these ads: How has the writer attracted your attention – what about the ads keeps your interest – are encouraged to want to know more about the product being advertised – and finally, what measures should be taken? Are all these items in the ad? How strong you are "activated" by each of these ads?

Rate these ads on a scale of one to ten, with ten being the best according to the formula I gave. Now, just for practice, clipping the ads, do the same for ten ads different neighborhoods or a Penney's catalog. In fact, all the ads you see form now on, quickly analyze and rate somewhere on your scale. If you're going to practice this exercise regularly, you'll soon be able to quickly recognize the power points "of any ad you see and know within your own mind whether an ad is good, bad or not, and what makes it so.

The practice of one hour each day, write the ads you've rated 8, 9 and 10 as has been writing. This will give the "feel" of the fundamentals and style necessary to write classified ads.

His next project will be to choose what they consider the ten "worst" ads you can find in the classifieds section. Clip them and stick them on a sheet of paper so you can work on them.

Read these ads over a couple of times, and then beside each one, write a short comment stating why you think it's bad: Lost in the crowd, does not attract attention – Does not hold the reader's interest – nothing special for the reader want to own the product – no demand for action.

You probably already know what's coming later, and that is correct. Breaking pencils, erasers and scratch paper – and start rewriting these ads to include the missing elements.

Each the next month, practice writing the ten best ads for an hour, just the way they were originally written. Pick ten of the worst ads, analyze the ads, and then practice rewriting until the height of doing the job they were intended to do.

Once you are satisfied that the ads you've rewritten are perfect, go back to each ad and delete the words that can be eliminated without detracting from the ad. Classified ads are almost always "finalized" in the style of a telegram.

Example: I'll arrive at 2 pm tomorrow, the 15th. See you at Sardi. All my love, Jim.

EDITED BY SHIPPING: Arrive 2pm – 15 – Sardi. Love, Jim.

CLASSIFIEDS: saving on food bill! Reduced prices on every shelf in the shop! Stock now, while that supplies are complete! Come on now, the family of Jerry Supermarkets!

Edited for publication to save on food! Any negotiation with prices! Supplies limited! Hurry! Jerry's Markets!

It requires dedication and regular practice, but you can do. Simply recognize and understand the basic formula – practice reading and good writing – and rewriting the bad to make them better. Practice and maintain it, again and again, every day – until the formula, the Commons, and the feeling of this kind of ad writing becomes a second nature to you. This is the only way gain experience in writing good classified ads.
Display advertisements

A display or space ad differs from an advert because it has a title, designing, and because the style is not telegraphic. However, the fundamentals of writing the display or space ad are exactly the same as for an advert. The basic difference is that you have more space to emphasize the "master formula".

Most editors success rate of the title and / or the lead sentence of an ad as the most important part of the notice and, in fact you should do the same. After However, when the announcement surrounded by hundreds of other ads, and information or entertainment, what makes you think that someone will see your ad in particular?

The truth is that we will not see your ad unless you can "grab" to attract attention and read everything he has to say. The title, or lead sentence when no use a title, must make it harder for your prospect to ignore or overlook, that to stop and read your ad. Please capture your reader's attention with the title, anything beyond is useless effort and wasted money.

Successful advertising headlines – in classified ads, their first three to five words serve as holding – are written as promises, either implied or direct. The former promises to show how to save money, make money, or reach a desired goal. The latter is a warning against something undesirable.

EXAMPLE OF A PROMISE: Are you ready to become a millionaire – in just 18 months?

EXAMPLE A WARNING: Do you make these mistakes in English?

In these two examples, I have raised a question as the title. No headlines that ask a question seem to attract to the reader's attention almost as surely as a moth is attracted to a flame. Once you've seen the question, just can not seem to keep from reading the rest of ads to find the answer. The questions are best title that challenge the reader, involving self-esteem, and can not fire your question with a simple yes or no.

You be the envy of your friends is another kind of "reader appeal" to incorporate into its holder, as appropriate. The appeal has to do with basic psychology: everyone wants to be well thought of, and therefore reads the body of your ad to find out how to secure compliance and recognition of their friends.

Wherever and whenever possible, use colloquialisms or words that are commonly found in ads. The idea is to shock or jolt the reader from his reverie and cause him to realize his announcement. Most of the headlines you see day by day out, have a certain similarity with only the words rearranged. The reader can see the news with his eyes, but your brain does not focus on any of them because there is nothing different or out of the ordinary to arrest his attention.

EXAMPLE colloquialism: Are you developing a pot belly?

Another type of attention of headline grabber is the comparison magazine priced: Three for $ 3, $ 3 each regularly! Another type of "tried and tested" in the headlines is the specific question: Do you suffer from these symptoms. And, of course, if you offer a strong guarantee, you should say so in your headline, your money refunded if you do not make the $ 100.00 first year.

How To headlines have a very strong resource base, but in some cases, are used as titles of the books of the holders of advertising. Who else wants in the finer things – that your product or service presumably offers – is another approach with a very strong reader appeal. The psychology here, the need of everyone to belong to a group – complete with status and prestige motivations.

Whenever, and as often as possible can work, you should use the word "you" in the title and throughout your copy. After all, your ad should be directed to "one" person and the person reading your ad wants to feel that you're talking to him personally, not everyone living in your street.

Personalize, and be specific! You can throw the teaching of English teachers out the window, and the rules of "third person singular" or whatever else tends to inhibit your writing. Each time you sit down to write advertising copy intended to pull the orders – sell the product – you must imagine in a one-on-one situation and "talk" with the reader as if he were sitting across from him at their dinner table. Say what you mean, and you sell the product in its bid. Be specific and ask if these are the things that bother – Are these the things he wants – and he is the one who wants to buy the product …

The elaborate design for the advertisement, or the framework to build around it, too should attract attention. Anyone who is so spectacular that stands out like lobster at a dinner of chili, or as infrequently simple intrigues the reader by its simplicity. It is also important that you do not get cute with a lot of related graphics and artwork. Your ad should convey the feeling of excitement and movement, but should not tire the eyes or disrupt the flow of message you are trying to present.

The graphics or artwork you use should be relevant to your product, use and / or the copy you've written about it. The graphics should not be used as an artistic touch, or to create an atmosphere. Illustrations with your ad should compliment the selling of your product, and demonstrate or prove the specifics of your copy.

Once you have the attention of your reader, the only So they're going to follow, is by quickly and emphatically telling him what your product is going to do for him.

Your potential buyer does not care at all the time taken to produce the product, all that has been in business, or how many years you spend learning their craft. He wants to know specifically how will benefit in the form of purchasing your product.

In general, their needs are in one of the following categories: Better health, more comfort, more money, more leisure time, more popularity, greater beauty, success and / or safety.

Even if you have the attention of your reader, you should follow proceed with an enumeration of the benefits you can get. In essence, we must reiterate the advantages, comfort and happiness that you enjoy – as you have suggested in its title.

Mentally your perspective – to determine their desires and emotional needs – put yourself in their shoes, and ask yourself: If I were reading this ad, what are things that attracts me? Write your copy to appeal to your reader wants and emotional needs or desires of the ego.

Remember, it is not "security features" who have sold cars for the past 50 years – and has been the need to transport – has been, and almost certainly will always be the recognition that the writer advertising of desires and emotional needs or desires of the ego. Visualize your prospect, recognize their needs and meet them. Copy of good advertising is nothing less than knowing "who" your buyers are, recognizing what he wants, and then telling how your product will fulfill each of those needs. I remember this because it is one of the "vitally important" keys to writing advertising copy that does the work it intends to do so.

"Desire" part of your ad is where are the facts of your product, create and justify your prospect's conviction, and cause him to demand "a piece of the action" itself.

It is extremely necessary to present "proven facts" about your product because survey results show that at least 80% of the people reading your ad – especially those reading it for the first time – tend to doubt their authenticity.

Therefore, more facts than you can file in the ad, the more credible your offer. As you write this part of your ad, always remember that the more data on this product, more product to sell. People want facts reasons and / or excuses for buying a product – to justify to themselves and others, who have not "taken" by an editor spot.

It's like the girl who wants to marry the man her father calls a "do not burn well." His heart – her emotions – tell her yes, but you need to cancel the seed of the lingering doubt in your mind – to rationalize their decision to continue with the wedding.

In other words, the "desire" portion of your ad has to build belief and credibility in the mind of your prospect. We must assure the proper sentence in the final purchasing decision – to provide evidence of the benefits they have promised – and give it a "safety net" in case anyone should question their purchase decision.

People tend to believe things that appeal to your individual desires, fears and other emotions. Once you have established a belief in this manner, logic and reasoning used to support it. People believe what they "want" to believe. Your reader "wants" to believe that his post if you read through this measure – it depends on you to support his initial desire.

Study your product and all you have – see the needs of your prospective buyers – dig up the facts, and you almost always find plenty of facts to support the reasons for buyers to buy.

This is where you use the results of tests conducted, growing sales figures to prove increasing popularity, and "user" testimonials or endorsements. It is also important that you present the facts – test results, sales of view, not the manufacturer.

Before leaving this part of your ad and enter their demand for action, a summary of everything you've presented so far. Draw a mental picture of your potential buyer. Imagine That owns the product. Induce him to visualize all the benefits they have promised. Handing the keys to seeing himself richer, enjoying luxury, having time to do what he like to do, and all their dreams fulfilled.

This can be handled in one or two sentences, or write to a paragraph or more, but it's the absolute ingredient must include prior to closing the sale. Study all the sales presentations they have heard – see all the ads to win – this is what's contained in all of them that really makes the sale for you. Remember, use it and not try to sell anything without it.

As Victor Schwab puts so succinctly in his best selling book, how to write a good publicity: Each of the bases in the formula of "teacher" is needed. Those who sat opposite him in his hometown of dining that are "easy" to sell may perhaps be sold, although some of these factors are outside, but it is wiser to plan your ad so that it will have a strong impact on those who are "more difficult" sell. For, unlike fact-to-face selling, we can not in printed advertising come to close a "trial" in speech our sales – to see if those are easier to sell will welcome the dotted line without further persuasion. We assume we are talking about the most difficult – and the more thoroughly our copy sells both hard and easy, the better chance we have against the competition for consumer dollars – and also the less dependent we will be the usual completely ineffective in our efforts to proceed with advertising that later carried out at the sales counter itself.

ASK For Action! Demanding money!

Many of the ads are beautiful, almost perfectly written, and very compelling – and yet not ask or form of action demand of the reader. If you want the reader to your product, then tell him so and demand that you send your money now. Unless you enjoy entertaining your prospects with beautiful writing skills, always demand that the full sale now, by taking action now – by calling a telephone number and ordering, or by writing your check and running to the post office.

Once you've got him on the hook, land him! Do not let him escape!

Probably one of the most common and best methods of moving the reader to act now, is written in some form of the following:

All this can be yours! You can start enjoying This new way of life immediately, simply by sending a check for $ XX! Do not leave it out, then later wish you had gotten in on the ground floor! Make check now, and being in the ground floor! " Act now, and as "early bird seller, we will include a big bonus package – absolutely free, simply for acting immediately! You win all the way! We take all the risk! If you are not satisfied, simply return the product and will refund rapidly your money! Do! Make the check on its way to us today and receive great benefit package! After next week, we will not be able to include the bonus as part of this bargain, so act now! The prior act, that the more you win!

Offering a reward of some kind, almost always stimulate the possibility to take action. However, in mentioning the reward or bonus, be very careful not to end up receiving primarily requests for the bonus with mountains of applications Return the product to follow. The rebate must be referred to only by chance if they are asking for product orders, and with much fanfare only when you is looking for the investigations.

Too often the author, in his enthusiasm to pull in a record number of responses, confuses the reader by "forgetting the product, "and devote all the space allocated to the" demand for action "to send the rebate. Any reward offered should be closely related to the product, and a bonus offered only for immediate action by the potential buyer.

Specify a time limit. Tell to his view that it must act within a certain time limit or lose the bonus, face probably higher prices, or even the withdrawal of its offer. This is always a good hook to get action.

No amount of security to offer always helps you produce the action of perspective. And the most liberal you can make your guarantee, the more product orders you'll receive. Make sure the warranty status clear and simple. They do it so easily to understand that even a child will not misinterpret what you are saying.

The action you want your prospect to take should be easy – clearly – and no complicated procedural steps for its part, or more directions to follow him.

Picture your prospect, very comfortable in his favorite chair, arms Crusaders flipping through a magazine while "half watching" television. He notices your ad, reads through it, and sells its product. Now, what does?

Remember, it is very comfortable – have been "grabbed" his attention, aroused his interest, he painted a picture of enjoying a new kind of satisfaction, and is willing to buy …

Anything and everything you ask or cause him to what is going to disrupt this aura comfort and welfare. All you have to do better than simple, fast and easy!

Tell him without any ifs, ands or buts, what to do – fill out the coupon, include your check for the full amount and send it to us today! Make it easier for him as possible – simply and dirert. And by all means, make sure your address is in the order form that is supposed to complete and mail to you – your name and address on the order form and just above it. People sometimes fill out a coupon, tear, stamp on an envelope and do not know where to send it. The easier to do so to respond, the more the answers you will have!

There you have it, complete a short course on how to write ads that will get more orders for that – to sell more of your product for you. It is important to know "why" ads are written as they are – to understand and use, the "master formula" in your own ad writing endeavors.

By conscientiously studying good advertising copy, and practice in writing ads for your account, Now that you have knowledge and understand what makes advertising copy must be able to quickly develop their writing skills to produce pulls ads for their own products. Even so, once become proficient in writing ads for your own products, you should never stop "notice" how ads are written, designed and developed by others. To stop learning would be comparable at the end of the world.

The best ad writers are people in touch with the world in which live. Whenever you see a good ad, clip out and save it. Regularly, they pull what they do well, and why they work. No school in the country that can give the same type of education and experience so necessary in the field of ad writing. You must keep up to date, aware of, and in-the-know about the other – their innovations, style, changes, and the methods they are using to sell their products. In training at work – study and practice – that is what is needed – and if you have that ambition to win, you can too!

QUESTIONS AND ANSWERS

1. WHAT'S USE The most profitable ads …

Classifieds are best used to build your mailing list of qualified prospects. Use classified to offer a free catalog, booklet or report on line product.

2. WHAT CAN YOU SELL "directly" Ad …

In general, anything as long as it does not cost more five dollars which is about the most people pay in response to an offer in the classifieds. These types of ads are great for pulling the investigations, such as: Write for further information; Send $ 3, two for the price of one; Dealers wanted to send product information and a set of Maker's real money!

3. WHAT ARE THE MONTHS OF THE YEAR FOR ADVERTISING …

The twelve months of the year! Responses to your ads for few months will be slower in accumulating, but by entering your ads according to the month in which they appear, and a careful tabulation of their statements of each ad introduced, advertising will see steady throughout the year will continue to take orders from you, no matter what month it is published. I have received personally inquiries and orders from ads placed up to 2 years preceding the date of the answer!

4. Good publications MAIL ADVERTISING ARE BUYING …

The lease effective are the ad sheets. Most ads in these publications are "exchange ads", which means that the publisher of the road ad "A" runs the ads of publisher "B" without charge, because publisher "B" is running ads in the editorial "A" free of charge. The "claimed" circulation figures of these publications are almost always based on "wishes, hopes and desires," while the "true" circulation goes like small part-time mail order dealers. Medium too poor to spend money on advertising because everyone gets a copy is a "seller" and nobody is buying. When a piece of announcement is received by someone not involved in correspondence, there is usually a rapid look and then discarded as "spam."

Tabloid newspapers are slightly better than the ad sheets, but not by much! The important difference with the tabloid press is in the "useful information" to try to bring articles for the beginner through the mail. A "fair media "for recruiting independent distributors or sales representatives selling products by mail, and for the rental of lists mailing, but moving between the "sellers" with very few buyers. Besides, the life of a mail order is approximately submenu the same as that of your journal.

With mail order magazines, it depends on the quality of the publication and business concepts. Some mail order magazines not are simply expanded ad sheets, while others – like the business book MART – strive to help the opportunity seekers with the constant advice and tips you can use in the development and growth of their own wealth-building projects. Book Business Mart is not only the fastest growing publication in the scene for today's mail, is also the first publication in over 20 years of providing real help anyone can use in pursuing its own version of "The American Dream" of building one's own business is "a very small beginning" in an empire of several million dollars!

5. How do I decide where to advertise my product …

First, you have to determine who their potential buyers. So, will a little market research. Talk to your friends, neighbors and random people that might fit this profile. Ask if they would be interested in a product like yours, and then ask the publications they read. Next, go to the library for a list of publications of this type of standard data rate and catalogs services.

Make a list of the addresses, circulation figures, reader demographics and advertising rates. To determine the true cost of your advertising and decide which is the better buy, divide the total audited circulation figure on the cost of one inch ad: $ 10 per inch with a publication showing the movement 10,000 would be 10,000 to $ 10 or 10 ¢ per thousand. For advertising rates for Book Business Mart, you would have 42,500 at $ 15 for a type of advertising less than three tenths of a cent per thousand. Obviously, the best bet in this case would be Book Business Mart, for the lowest cost per thousand.

Write and ask for copies sample of journals that have tentatively chosen to place its advertising in Wikipedia in its advertising – Make sure they do or do not want to put your ad in the gutter "" which is the inside column next to the junction. How many other email advertisements to be written in books – to go with a publication that is busy, not one that only has a few ads. The ads in the publication, the better the response of the advertisers are getting, otherwise you would not invest their money in that publication.

To "properly" test your ad, you must let it run through at least three times, at any publication. If your answers are small, try a different publication. So if your answers are still small, look at your ad and think about rewriting for further appeal and attractiveness. In a lot of cases, the notice but not attractiveness of the publication you are at fault!

Steve Cownley
http://www.general-info.890m.com/generalinfo/

About the Author

Wide experience on many things and just publish information for fun and to promote my blogs etc. All helps with the Adsense revenue! Experienced Salesperson and marketeer, both internet and non online. Web designer, very knowledgable on PC and pc related issues, both hardware and software