by Stu Leventhal
1. Your title has to hook the reader in. If it fails the rest of your work never even gets read. So therefore, it would make sense to spend most of your time designing, testing and perfecting the perfect titles!
2. When you advertise or promote goods or services, ideally you would like to be able to converse face to face with your prospective client or customer. Now that is obvious not possible unless you were to seriously limit the size of your potential market. Still, any other form of marketing is basically a replacement for the door to door sales pitch that you obviously can’t have with every single person. So, keeping in mind exactly how you would go about selling something to a prospect if they were standing right in front of you is the secret to knowing how to design and promote something effectively. If you wouldn't say it to their face, don't put it in print!
3. There are a lot of fancy ads out there and a lot of fancy advertisement firms who would like you to believe marketing and promotion is a crap shoot or a mind boggling mystery, you win some and you lose some. This allows them to charge outrageous amounts for substandard work and justifies the shabby performance of their ad campaigns. Marketing is a skill whose results can be monitored scientifically and mathematically. Good Marketing and promotions are more associated with knowledge of statistics than artistic creative ability. Experience is what makes the great marketers not genius! Do your homework when you design your ads, test and improve, then test again and improve some more and your ads will perform wonderfully. How could they not? Go with your gut, bet on a whim and you are rolling the dice!
4. Don’t get caught up with trying to impress the buyer with how witty you are. They aren’t buying you. They are buying the product or service you are promoting! Focus everything on winning over the potential customer.
A door to door sales man can tell you there is no time to cloud the issue with cute stuff. You have to get right to the point. Steer the prospect in the direction you want them to go. Nothing can be left to chance and there is not a second to spare or a word to be wasted! If you approach building your ad copy on your website, blogs, Facebook fan pages and promotional emails with a mindset of, what would a door to door salesman say or ask the client standing in front of them and you put that same message in your text you will get great results. Stop showing off with your ad copy and start informing and assisting your readers so they can purchase your goods with confidence! You will see a huge improvement in RIO return on investment of your marketing costs.
5. If you want to get people to pay attention to your writing, long enough to be able to convince them to shell out real money, you need to learn how to make them forget about the troubled economy, their worries and put aside their common sense and rational thinking for a spell. This is a tall order! It is done best by touching a chord with their emotions. Sympathy, love, fear, anger, loyalty; any strong emotion will do. Money is no object when peoples emotions come into play!
6. Change your writing from attempting to capture everyone's attention to addressing the needs of a certain type of individual. You can't communicate with everyone using the same style of language. Target one specific type of audience with your text, make it sharp and to the point and the other audiences will get the idea too.
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The quickest way to total boredom is listening to someone drone on and on about them self! And, the first chance you get don't you run for the door? So how long do you think anyone is going to keep reading promotional, marketing and advertising copy that does nothing but repeat your company's name and/or declare over and over again how great your product and services are? If you want anyone to pay any attention to that kind of babble, you have to get real trust worthy people who are beyond reproach to give you honest testimonials and real positive as well as informative and constructive reviews that don't sound like you paid the reviewer.
The trick to good promotional copy is to really explain why your products, services and brand are the best. Your customers are not stupid. You need to make a valid argument and show real proof! Remember you are trying to persuade someone to give you money! Don't they deserve a little bit of special attention? Intelligent writing copy will get you a much better return for your dollar than excessive, loud, flamboyant boasting. We specialize in writing professional, informative ad copy that your competition is not putting in their ads. Stop taking your customers and prospects for granted and reap the rewards.
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