Did I get your attention? Did you just have to find out more about the offer? Just three seconds to grab the attention of potential prospects. Then engage them with more information, educate them and then offer. The four major components of marketing. The four things that will determine if your marketing will make you money or lose money.
Here are the 5 major components to good advertising copy: (The order of these is essential to success)
Showcase Benefits of Products/Services Prove the Benefits
Persuade People to Embrace the Benefits
Call to Action
Think of advertising as sales in print. So, think about the unique benefits your products/services offer and showcase those instead of benefits in a persuasive way.
Let’s break each of these down:
Command Attention: This is usually accomplished with a great and attention grabbing headline. You need to interrupt people and snap them into uptime to pay attention. Make them want to know more. The best headlines address a pain or problem and the sub-headline tells them the solution. Think of the headline as an advertisement for the advertisement.
Showcase Benefits: You have to showcase the benefits of your products and services and, more importantly, show how they will solve or prevent a problem. They need to know what’s in it for them. Include useful, factual and clear information to show precisely what the benefits are and how they are going to help the customer. Avoid the mistake of showcasing features (a common mistake.)
Show Proof: This is where you prove what the advertisement is offering. You need to establish you have a method to deliver. Consider information that establishes credibility and past performance. Testimonials work well to show proof.
Persuade: Add compelling reasons for your potential customers to purchase your products/services. A hard sell approach does not work in the marketplace today. Create scarcity or allow a limited time for the offer, etc. This will help your potential customers to feel like they have to act now.
Call to Action: You need to compel your potential customers to DO something. They need to check out your site, sign up for your newsletter, purchase your products, contact you about services…something. Offer a free book, report, sample, product, bonus, demo, consult, limited time price…the list goes on. There are lots of ways to get potential customers excited about ordering and help them feel like they are getting an amazing deal.
Good advertisements include all of these components and are not complete without any of them. You can sit down and think through any one of these components, then figure out how to best place them together for the most effectiveness. I can help you with this too.
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