Effective Copy Suggestions
Product sales depend to a large extent on how effective the advertising copy conveys the message of the product.
If the ad does not convey a clear idea of what the product is all about,
the product will not sell.
Here are some examples of advertising copy that is common to ads that do sell.
The Headline
• Headlines – Headlines must be bold and clear.
A short burst of words that convey much in as short a sentence as possible
has a good chance of being noticed.
The headline can be dramatic, intriguing, grand, eloquent or dignified
depending on your target audience,
but a good headline has one quality that stands out; Headlines must be bold and tell a very clear message.
o Free offers, big discounts, or the “Shocking Claim” technique,
provided it can be backed up, should be effective at getting attention.
o Keep your headline short. Do not break up your headline.
if you must make a sub heading
do so only if it improves on the headline.
o Logo – this can be an effective eye catcher.
The logo can give your company its identity even before reading the text.
The Text.
• Try to addresses a particular need;
Why should the buyer want to own your product,
what would compel him to buy one.
• Make your Key words and phrases stand out. Use larger and/or bold text with headlines and sub headings.
In the text of the ad the use of highlights can be effective.
Bold, underlined and different coloring will make your important key words stand out.
• List your products attributes, virtues and features, but concentrate on
the things that are most important to the customer.
• Highlight customer benefits. Free bonuses, money back guarantees,
discounts all improve the pulling power of your ad.
• Short sentences and sentence fragments are effective at getting the attention of readers.
• Appropriate attention grabbing adjectives get noticed.
However, do not abuse terms like incredible, amazing, eye-popping, super, ultra, high power, killer etc.
as most people have learned to ignore and not notice these overused adjectives.
Photography
• A Photograph.
A picture should show clearly what your product looks like. It will also grab the attention of
anyone who may be interested.
• Colorful graphs, charts and other detail that support your claims
will also help satisfy any doubts lingering in your prospects mind.
Contact Information.
• Provide a website, contact phone number, and address where the customer can get more information.
Disclaimer
This is usually located at the bottom of the page.
prevent it competing with you main messages by using a smaller font.
White Space.
Do not try to cram everything into your ad, leave the kitchen sink in the kitchen!
Allowing for a lot of white space makes your ad more attractive to read.
White space is a marketing tactic that is used by many effective advertisers.
Using the above methods should help your ad get noticed by potential customers.
And that is the first step to making the sale.
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