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Here are just a few tips that I hope will help you do a better job, and make a bigger name for yourself. One. Whatever copy job you are working on ' brochure, mailer, sales letter, press ad, website ' always include a headline. In other words, a headline that says: Buy this product and get this benefit. Two. Always remember, people don't buy products, they buy the benefits of owning those products. And if your copy doesn't make some kind of selling proposition, it isn't advertising ' it's an announcement. Article: I have been in the ad game for a long, long time. I have trained hundreds of writers, and I’ve been responsible for moving of millions £ & $ in product worldwide. Here are just a few tips that I hope will help you do a turn the tide job, and make a bigger name for yourself. One. Whatever copy job you are working on – brochure, mailer, sales letter, press ad, website – methodically include a headline. A pertinent headline. A selling headline. This headline will be, or should be, powerful enough or intriguing enough to draw your target into the light-years of the body copy. If it can do that, you are on a winner. To put it simply, your headline should be a snapshot of your sales message – a précis of your offer or promise. In other words, a headline that says: Buy this product and get this benefit. Two. Always remember, people don’t buy products, they buy the benefits of owning those products. A man doesn’t buy a sportscar insomuch as it is precision engineered or quietly designed. He buys it since of the ego-boost it gives him. It shows the world that he has made it. Likewise, a woman doesn’t by a fleecy cloud dress by Camille of Paris simply insofar as of the cut or the exquisite stitching. She buys it for the check that is adjacent to the label. She would probably look as good in a dress from a High Street department store, but she wouldn’t feel as good. And that’s the benefit. Three. Around 30% of all copy headlines are both useless and irrelevant. The worst of them often take the form of puns or are re-workings of current film titles or song titles. Puns are fine if they are appropriate, which they seldom are. And the writer who tries to demonstrate how cool he is by working his product message into a film or song title is usually doing a lot for the sales of movie tickets and CDs, but very little for his client. The moral is this. State your sales proposition cleverly, wittily, stridently or emotively, but never ever employ a device simply in that it’s the easy thing to do. If you can’t be original, at least be positive. Four. If it doesn’t quack, it ain’t a duck. And if your copy doesn’t make some kind of selling proposition, it isn’t promotion – it’s an announcement. So many writers these days fail to understand that copy is nothing more than salesmanship in print. They play with words for the sake of playing with words. They lose sight of the fact that they should be trying to sell something. Thus, copy must use the psychology of the salesman; and it must say, right up front: Here’s what’s in it for you. Five. Always be a little gingerly haphazard experts who try to tell you how to write win copy. And that includes me. ____________________________________________________________________ Patrick Quinn publishes a free monthly newsletter, AdBriefing. Subscriptions are available at: http://www.adbriefing.com
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Advice Home Business Technology Online Advertising Motivational Internet Marketing SEO Help Online Games Science Articles Happiness More Articles:1. 8 Creative Techniques for Small Press Advertisements By Tim Brocklehurst Summary: By forcing a large white gap between your ad and the others on the page you will automatically draw the eye to what your ad has to say. You'll probably find it will take up less room too.Use a portion of a large graphic.If you want to use a picture, or a graphic to illustrate what you're offering, you'll often find you're restricted for space in a classified ad. If you combine this with a white space round the ad so the picture bleeds into the white space it can be particularly effectiv… 2. Millionaire Howard L Moreland went crazy today! JOIN US FOR FREE TO COLLECT MONEY ONLINE Summary:FREE TO JOIN My Net-Marketing Center 's 2-tier affiliate program is the fastest, most advanced and feature-packed 2-tier affiliate program available on the Internet today. Most affiliate programs fail to be profitable for their affiliates, because: * The products do not have enough market demand * The commissions are too low for the opportunity to be profitable No wonder many people are still cashing measly $7.28 affiliate checks, when they should be earning thousands of dollars. H… 3. 10 Tips to Use Giveaways Effectively By Susan Friedmann Summary: Walk around any trade or consumer show and you will be able to collect a bag full of advertising specialties, or giveaway items all designed to promote. What do you want to achieve by giving away a premium item?Your giveaway items should be designed to increase your memorability, communicate, motivate, promote or increase recognition. How will you select your premium item?There is a multitude of different items you could consider as a premium. Send a "tickler" invitation with details o… 4. Why Some Ads Fail Miserably While Other Succeed Wonderfully Summary: The headline, in a semicircle, says, 'They willalways fall before they fly.' Since I'm not a kid and I'm not aparent, it doesn't do much for me.But wait - even if I were a parent or a kid, I still don't thinkthis ad would sell me on anything that would make the advertiserany money. Andif I were a parent, the only thing I can imagine this ad wouldsell me on is making sure my kid never rides his mountain bikein hilly terrain - since, obviously, the kid in the picture ison a collision cour… |
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