Advertising

How To Get People To Read Your Ads

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"New from Italy, Lightweight, Fold-away Trolley is available in your choice of three colours."

As I say, boring, but this is what works, so don't try and get clever or 'arty'.

Here's the subheading for the security book:-

"I've nicked hundreds of cars and done over fifty burglaries. you ask yourself.

Why fitting a car alarm can sometime

Rule One:- The Headline

The headline should summarise the whole offer. It should grab the eye, and make you want to read the subheading. The headline should intrigue and tempt the reader. It's sole aim is to make the reader continue on to read the body text. You should take great time and trouble over the headline. Lets say we're selling a book on home security, yes, I know, unending and you might start with something like this:

"CRIME FIGURES UP"

This is very bad, but typical of an amateur. People don't care pertaining to 'crime statistics'. That's boring, they only care all but their own house or car fellow ignored into. OK, how any which way this:

IS YOUR HOME AT RISK?

A bit better, but not brilliant. it does personalise it and does play on peoples fear. It's still pretty weak though. What we need is a headline that will grab you by the throat and force you to read on. How in re this:

HOW TO ransack YOUR OWN HOUSE AND STEAL YOUR OWN CAR

Now that's what I call a 'killer' headline. You've just got to read on, haven't you? evermore think very diligently as for your headline. Make it extremely intriguing, interesting or exciting. If you're selling a 'straight' product, then use a slightly different approach, the headline should state what the product is, with a few adjectives in front. Say for a Tea Trolley, your headline would be:-

New, Italian, Fold-away TEA TROLLEY

There should also be a picture of the product. the picture and the headline simply act to grab the eye of anyone who is remotely interested in purchasing this type of product.

Rule Two:- The Subheading

The subheading should expand upon the story hinted in the main heading, and draw the reader inexorably into reading the body text. Subheadings for straight products should outline the main features and benefits of the product. Again, boring, but this is what works, A subheading for the Tea Trolley would be:

"New from Italy, Lightweight, Fold-away Trolley is untenanted in your free choice of three colours."

As I say, boring, but this is what works, so don't try and get salty or 'arty'.

Here's the subheading for the security book:-

"I've nicked hundreds of cars and done over fifty burglaries. Would you like to know what I've got in mind for YOUR place?"

Brilliant, or what??!! You've just got to read into the body text, haven't you?

Remember this is the MAIN function of the heading and subheading. Notice the quotes, it seems as though the guy was talking to YOU, the reader of the advert, but the quotes imply that it is just something that this intruder said, some time ago, to whoever it was he was speaking to.

Rule Three:- The Copy

Always overstate the product, but within the circumference of truth and reasonableness!

For some reason long copy, sell books. People will seriously read an entire page of text if the story is strong enough. for straight products, the body of the text really just gives the feature and benefits, together with a slight presumption to an improvement in lifestyle.

A prayer book piece of rubbish for the security book would be:

"We at ACME security have been leaders in the field of home security for over seventy years, winning the Queens proffer for industry on at least five occasions."

So what? Who cares? What's that got to do with ME?

Here's an important little technique which can be used to fascinate your readers. it's the 'reverse' technique. In this technique, you take what is considered an obvious and well know fact thereabout your subject, and then state the exact opposite in your advert.

We all know that in order to keep burglars out, we have to lock doors. Right? I mean, that's obvious. OK we're going to take this obvious fact and simply state the exact opposite. like this:

Why leaving doors UNLOCKED can sometimes be elevate than locking them.

"How can this be?" you ask yourself.

Why fitting a car unnerve can sometimes result in car thieves flocking to remove from office into your car.

"What's that?!! surely with an cry havoc fitted, they'll give your car a miss?" Well it depends. There are several reasons why sometimes (which is all I said) the opposite might be true. For example, if you have a car trumpet call then that means you have something worth stealing. also car thieves are full of machismo and they like stealing difficult cars, they stay wide-open of the easy ones considering there's not enough danger and excitement. Most car alarms can be bypassed. Get the idea?

I hope this helps in your future marketing decisions.

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