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The main aim of all sales advertising is to get people to read your through
ad and while reading to say *yes* often enough so that they naturally take action
to...
(a) Enquire for more information (if this is your goal)
or
(b) To purchase the product
And it all starts with the headline...
People decide to read your ad, or not, because of the headline and you have
approximately three seconds to capture the reader's attention. As Jay Conrad
Levinson says in his book "Guerrilla Marketing Excellence" Do it then
or not at all."
With this in mind a headline must gain the attention of the reader and establish
the uppermost benefit as to why your product or service provides the answer
to a problem the reader is seeking a solution for. Chances are this is what
attracted you to the title of this article, maybe sales are not going as well
as you would like, or you are in the process of learning how to write better
ads and copy for your business,or simply just curious to see what I had to say
on the subject...
The reader should not have to try to figure out what it is you are trying to
sell or how your information can help THEM. A quick glance at your headline
and the first two sentences of your copy should quickly inform the reader if
your product or service are what they require.
Start by taking the time to sit down and honesty ask yourself ... what are the
greatest benefits you would like your product or service to provide for your
customer? Then incorporate as many of these answers into your first fifty to
sixty words so the reader will be excited enough to read the rest of your copy.
This is crucial because the best headline in the world will not help if your
reader has lost interest within the first few lines.
Often establishing the benefits and offering a solution to the readers problems
will also establish a headline that draws the reader into wanting to read what
you have to say.
If your ads still do not draw a response after a period of time it may mean
taking a closer look the product or service you are offering...
One of the biggest mistakes that many people make, and where many businesses
go wrong according to Bradley J Sugars author of "Cash, Customers and Ads
That Sell" is simply because - "Many people try to advertise what
they make, rather than making what they advertise... in other words they don't
tailor their products and services to the marketplace. If there isn't a market
for your products, the best advertising in the world can't help you out - you
can't sell the unsellable"
About the Author:
Jill Black is a Freelance Writer and Photographer and member of the New Zealand
Freelance Writers Association (NZFWA).
She maintains a web site offering information, articles and books for entrepreneurial
home business writers at:
http://www.netwrite-publish.com If you would like to recieve articles like this
on a regular basis subscribe to "ebiz publisher" at:
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