|Advertising Resource Center|
How To Write Really Good Ads
All sales begin with some form of advertising. To build sales,this advertising must be seen or heard by potential buyers, andcause them to react to the advertising in some way. The creditfor the success, or the blame for the failure of almost all ads,reverts back to the ad itself.
Generally, the "ad writer" wants the prospect to do one of thefollowing:
Visit the store or website to see and judge the product for himself, or immediately reach for his credit card or write a check and send for the merchandise being advertised.
Phone for an appointment to hear the full sales presentation, orwrite for futher information which amounts to the same thing.
The bottom line in any ad is quite simple: To make the reader buy the product or service. Any ad that causesthe reader to only pause in his thinking, to just admire the product, or to simply believe what is written about the product--is not doing it's job completely.
The "ad writer" must know exactly what he wants his reader to do,and any ad that does not elicit the desired action is an absolutewaste of time and money.
In order to elicit the desired action from the prospect, all adsare written according to a simple "master formula" which is:
1) Attract the ATTENTION of your prospect
2) INTEREST your prospect in the product
3) Cause your prospect to DESIRE the product
4) Demand ACTION from the prospect
Never forget the basic rule of advertising copywriting; If the adis not read, it won't stimulate any sales, if it is not seen, itcannot be read; and if it does not command or grab the attentionof the reader, it will not be seen!
Most successful advertising copywriters know these fundamentalsbackwards and forwards. Whether you know them already or you'rejust now being exposed to them, your knowledge and practice ofthese fundamentals will determine the extent of your success asan advertising copywriter.
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