The success of any business or organization depends on the impact their words have. Today, you have to manage at all costs to attract the attention of your potential customers in order to stay relevant in the market.
Few of us are born talented copywriters. Most of us need to constantly learn new sales and communication techniques in order to succeed in writing good copy that sells.
“How to Write a Good Advertisement: A Short Course in Copywriting” manages, in just over 200 pages, to explain the basic elements of an effective advertisement. Thus, the author shows us:
- How to get attention with better texts
- How to gain credibility from our readers
- How to build successful texts and choose the right size for them
- How to test the effectiveness of your ads
- How to turn prospect inquiries into sales
- How to make special offers that dramatically increase sales and responses from potential customers
At the same time, this book presents several examples of powerful text headlines that have been successful, and provides explanations as to why these headlines worked so well.
According to the author, there are 5 fundamental elements in writing a good ad:
- Catching the attention
- Presenting an advantage of the product or service you are promoting
- Proof that that product or service is as you make it out to be
- The power of persuading potential customers to take advantage of this
- Requesting a response from them.
To attract attention, there are two extremely tested and well-known ways:
- No matter how innovative the product or service you are promoting is, you can choose to present it with strong, unusual or dramatic text so that you capture the attention of your potential customers, despite the competitors or the many banal product or service advertisements similar.
- Another way to attract attention is to promote your product or service in an extremely simple way that makes readers curious about it.
Another interesting aspect presented in the book is that the thing people want to know, above all else, is this: What will the product you are promoting do for me? At this point, after attracting attention with your unusual product title, it is essential to present an advantage of it. To enjoy the desired results with a text, connect the advantages of your product to the personal desires of your potential customers. What do they want? Is simple:
- Health, the possibility of a longer life
- More comfort, luxury
- More money, to spend or save
- More time for travel, hobbies, rest
- More popularity, a more attractive personality or more achievements
- Beauty, style, cleanliness
- Professional development, a better job, a higher salary
- Independence and freedom in old age
- Social acceptance
- Praise from those around
Another important aspect presented in this book is that in order to be successful with your advertising, you need to demonstrate to your potential customers the value that your product or service has. Why do you need to prove its value? Nothing simpler: most people these days question the veracity of advertisements. In addition, they need evidence that they can use as excuses and motivations to purchase a product or service, as decisions are based only on emotions.
The next step in writing a successful copy is the power to convince potential customers to take advantage of the advantage you just presented. Create a summary for your readers explaining how they will benefit from your product or service and how easy it is for them to get it.
Finally, the last step is to solicit a response from your potential customers. Many ads these days end without even trying to get the reader to materialize the interest, desire, and conviction that the ad itself has sparked.
Whatever form of action you’re asking the reader to take, make sure it’s simple, easy, and as specific as possible.