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However, most people treat it like they're playing Roulette in Vegas and bet all their money 'on black.' The basics of good copy is to think in terms of words that sell. Following are some basics in advertising that should help you make your advertising more effective. 1. It may be a mental, spiritual, physical, or financial benefit, but as advertising legend Maxwell Sackheim once said, 'your product must have an excuse for its existence.' 4. Article: I get the L.A. Times delivered to my door every day, but I don't read it for the articles. It is a Pulitzer Prize winning newspaper, but the articles just don't interest me. Unlike most people, I read the paper for the advertisements seeing as how there is a lot to learn from them. Over 90% of the ads run in the Los Angeles Times are horrible! Most of the ads I see are either ego-driven, have no headline, have no call to action, don't chaplet to what the patron is truly looking for or needs help with, or they're trying to be crack for clever-sake, and fail miserably. When writing copy, I live by this premise: 'The purpose of promotion is to sell something.' Advertising is like an investment that you hope to get a great return on. However, most people treat it like they're playing Roulette in Vegas and bet all their money 'on black.' The primer of good copy is to think in terms of words that sell. Following are some heart in build-up that should help you make your publication more effective. 1. Concentrate on your prospects. In the end you must persuade him/her no matter what method you use. And to do that, you must understand how he/she thinks. 2. Know your product - its materials, its manufacturer, its use, etc. Know its features inside and out. 3. Find the problem your product solves. The solution would, of course, be the benefit. It may be a mental, spiritual, physical, or financial benefit, but as legend Maxwell Sackheim once said, 'your product must have an excuse for its existence.' 4. Never start writing your publicity until you're totally excited here and there the task at hand. If you're not excited about your product, it will come out in your writing, and hence, the lack of results your ad produces. 5. publicity is essentially news. Your ads must inform, educate, enlighten, inspire, or promise a reward for taking action. put in force your USP (Unique Selling Proposition) to your news angle. The USP works great as a news figure as things go if you're the ONLY one in town that does lowest price in town and you tell them why you can beat every one else, isn't that news? It sure is. Ads should educate and inform, as well as persuade and move people to action. Understanding these rudiments of publication will put you head and shoulders beside your competition. Why? as long as in my lighten opinion, 90% of all build-up stinks! And, most problem owners (and some advertising agencies) don't understand that 'the only purpose of advertising is to sell something.' To learn how to write hard-selling copy and to master the basics of advertisement from a world-class copywriter, get Joe Vitale's new course, 'Advanced Hypnotic Writing' at: http://www.roibot.com/adhyp.cgi?R29882~_campaign
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