Advertising is sales in print. To create good advertising, it’s important to think about the unique benefits your products or services offer, and then showcase them in a persuasive way by emphasizing results instead of features.
There are four major components to good advertising copy.
1. Command Attention
Command the attention of your prospect with your headline, an attention-getter that makes people want to know more about your products or services. The best headlines give a vivid portrayal of the benefits, or show how a problem can be avoided with your products or services. Remember: The headline is the advertisement for the advertisement.
2. Showcase Benefits
Showcase the benefits of your products and services and, more importantly, show how they will solve or prevent a problem. Your prospects 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 prospect.
3. Cultivate Interest
Cultivate your prospects’ interest by showcasing compelling reasons for them to purchase your products or services. Establish credibility through past performance that you have a method to deliver what the advertisement is offering. Then create scarcity in your prospects’ minds so they feel like they have to act now.
4. Compel Action
Compel your potential customers to DO something: check out your site, sign up for your newsletter, purchase your products, contact you about services, etc. You can offer a freebie, booklet, sample, product, bonus, demo, consultation, limited time price, and so on. There are lots of ways to get potential customers excited about ordering and make them feel like they are getting an amazing deal.
Good advertisements include all of these components and are not complete without any of them. Think through each of these components, and then figure out how to best place them together for the most effectiveness.
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