Techniques for writing persuasive ads

Techniques for writing persuasive ads
Techniques for writing persuasive ads

There may seem to be thin, if not invisible, the line between features and benefits, but understanding the distinction can make all the difference in your marketing success. Another vital tactic involves the creation of a strategic plan. A marketing plan, even an abbreviated one, can be an invaluable starting point in the development of an active ad, commercial, promotional brochure, or sales letter. Whether you're writing a marketing message to one person or a million, your chances of affecting them take off when you understand what makes them tick. You're then in a strong position to tailor your message to their interests, problems, needs, and aspirations. Easier said than done, but that's where market research, asking clients the right questions, personal observation, and marketing plans fit into the picture. A marketing plan, even an abbreviated one, can be an invaluable starting point in the development of an active ad, commercial, promotional brochure, or sales letter. 

Analyzing the strengths, weaknesses, opportunities, and threats associated with your business or the services you offer can serve as an excellent launching pad for writing persuasive advertising and sales messages. First, laying the groundwork, besides a dash of writing talent and marketing knowledge, I am creating effective ads, and letters must have a specific focus. Knowing what outcome you're aiming for before you begin writing is comparable to mapping out your travel route before embarking on a cross country drive. If your goal is to generate leads or to qualify prospects, your strategy might be different than if you were trying to make immediate sales or attract visitors to your web site. Next, sell the sizzle, the copywriting process tends to flow much more if you have in front of you three lists consisting of benefits, features, and competitive advantages. Organizing them on one page in a column format is the easiest, most efficient way to manage the information. There may seem to be thin, if not invisible, the line between features and benefits, but understanding the distinction can make all the difference in your marketing success. 

Features are important and should be mentioned, but profits are the selling points that clients and prospects can relate to and identify with. Benefits are features that have been personalized, elaborated on, and projected into the future. It answers the questions what's in it for me? Why should I care? How will my life be enhanced by buying your product or service? Second, Crafting the message, catching people attention and arousing interest can be as simple as incorporating your most vital selling point into the headline or the first sentence of your ad or letter. Several tried and proven headline devices for drawing people into your message include posing an intriguing question, making a thought-provoking statement, or beginning the headline with the words how to. Headlines that convey a sense of urgency contain a short testimonial of a satisfied client or have the feel of a news announcement also have been shown to get people to stop and read. One of the most famous and successful advertising headlines ever, which was also the title of a best-selling book written in 1936, is how to win friends and influence people, by Dale Carnegie. 

The title or headline is filled with benefits, it contains the words how to, and it speaks to everyone strong desire to be well-liked, to be in control of their lives, and to feel important. Another popular book Carnegie wrote tapped into that same formula. It's entitled how to stop worrying and start living. That double-barreled approach was practical for him. Many well-intended ads, brochures, and letters begin with a good head of steam, but peter out as they approach the moment of truth, the call for action! If you don't make it 100% clear exactly what you want the prospect to do after hearing or seeing your message, and if you don't give them a compelling reason to do so, there's a good chance you'll lose them. As the acronym AIDA suggests, a response-producing ad or letter must first grab the attention of the target audience, arouse interest, trigger desire, and then prompt action. Without all four of those cylinders firing at the appropriate time, that delicate sequence of events could come to a grinding halt.

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nwldg: Techniques for writing persuasive ads
Techniques for writing persuasive ads
There may seem to be thin, if not invisible, the line between features and benefits, but understanding the distinction can make all the difference in your marketing success. Another vital tactic involves the creation of a strategic plan. A marketing plan, even an abbreviated one, can be an invaluable starting point in the development of an active ad, commercial, promotional brochure, or sales letter. Whether you're writing a marketing message to one person or a million, your chances of affecting them take off when you understand what makes them tick. You're then in a strong position to tailor your message to their interests, problems, needs, and aspirations. Easier said than done, but that's where market research, asking clients the right questions, personal observation, and marketing plans fit into the picture. A marketing plan, even an abbreviated one, can be an invaluable starting point in the development of an active ad, commercial, promotional brochure, or sales letter.
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