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10
Tips To Make Your Advertising Work!
Author: ©Hal Hoadley
10 Tips I Use To Make Sure My Advertising Produces For My
Clients!
Number
One: Translate features into benefits. Don't give your client
information and think they "get it." Many of my
clients are automobile dealers. When advertising a car it
would be a mistake to list a product feature without showing
the benefit first. For example; front wheel drive is a desirable
feature, but many people wouldn't know why. You need to
tell them it's desirable because of safety, improved cornering,
improved braking, increased mileage and so on.
Number
two: Write from the "you" perspective not the
"I" we perspective. Say, "You will love the
smooth handling and quiet ride of your new car." Don't
say, "We build the quietest and best handling car."
Number
Three: Communicate credibility. Credibility can be demonstrated
in many ways. The length of time in business, the number
of customers you serve, the size of your company, testimonials
from satisfied customers, membership in various community
associations, awards and certificates of appreciation and
all things combined.
Number
Four: You can use dramatic license. You shouldn't deceive
or mislead or misrepresent anything but you can dramatize
it. Here is an example you're familiar with; Remington Shavers
had commercials in the eighties and the president of the
company said; "I like the Remington shaver so much
that I bought the company." Well that's silly. That
man is a shrewd and experienced business person and his
acquisition of Remington was based on a thorough analysis
of many factors, not just the quality of the product. However,
his statement is at least partly true and is a dramatic
way of talking about quality. That's dramatic license.
Number
Five: Remember that stories sell, facts only tell. Whenever
you can use first person stories, third party stories about
customers and amusing stories to make key selling points,
do so. Stories sell, facts only tell.
Number
Six: Don't be afraid of long copy. Ad copy should be as
long as necessary to tell the story effectively and persuasively.
Customers will read all the way to the bottom when it is
something that interests them. One of my most successful
sales letters was 8 pages long.
Number
Seven: Use a writing technique, Dan Kennedy calls; "a
double readership path." This is really very simple
and I agree with Kennedy that it is extremely important.
The idea is to understand and reach both ends of the spectrum
of consumer behavior. Analytical behavior versus impulsive
behavior. Here is what is meant; the analytical person will
read lengthy copy and is interested in as much information
as possible. The impulsive person lacks the patience to
read lots of copy and wants to get the message quickly.
When you organize your copy, you should communicate the
important points in only your headlines, subheads, photo
captions and call to action so the impulsive person can
quickly skim over your copy yet still get the message and
take action.
Number
Eight: Keep your sentences and paragraphs short. You don't
want to intimidate or confuse people with long paragraphs
and complex sentences. Number Nine: You must create a sense
of urgency. You can do this in many ways. By offering a
discount or bonuses, putting an expiration date or including
extra incentives for a quick response.
Number
Ten: Use the power of the P.S. Many direct mail copywriters
agree that many people skip down to the P.S. on a letter
and read that first. You can take advantage of this in several
ways. One, make sure you include a P.S. at the bottom of
your letter, two, make a powerful, persuasive and interesting
statement and three, reiterate whatever bonus, incentive
or discount you offered in the letter copy.
Now
that you have my top ten tips. Use them in all your advertising.
Don't use four or five, use all ten every time when you're
writing your ads. These techniques can turn a small business
into a big business, a struggling business into a successful
one, a modest income into wealth.
About
the Author: Hal Hoadley has been creating direct
mail marketing events for multi-million dollar companies
for 24 years. His marketing skills have produced million
dollar sales in various markets through out the United
States. Recently, Hal has put together a marketing
plan that is guaranteed to get attention. He calls
it "The Ultimate No BS Marketing Plan".
http://www.lahpromotions.com
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