Most people don’t take the time to read every word of an advertisement; they scan-read particularly on the Web. Most people, if not all, only just look at the headline, and only if the headline grab their attention and make them interested, they will scan the text of your ad and read the first paragraph.
The headline is the most important part of any advertising copy. If you fail to capture the attention of your target market, the best sales copy will not be read.
Before writing your headline, you must know what your potential customers really care about. People don’t waste time on things they don’t care about. Your headline and copy should be directed to your target market. Be clear about who you are marketing to.
Here are some important points to remember:
1. Headline must be directed to your target audience and grab their attention by pointing out the biggest benefit or the big promise related to your product or service you plan to offer.
2. Remember the basic formula for writing copy that sells: AIDA-Attention, Interest, Desire, Action.
You must first get reader’s attention with a powerful headline, and then keep them interested by asking questions, giving examples, and stating benefits. Next, stir their desire by demonstrating to them all the advantages of owning the product or service you are offering. Finally, you must ask for the order and make it urgent and easy for them to place the order now.
3. After the headline, your first paragraph or first line of copy must capture the reader’s interest right away and make the reader curious enough to want to read the second paragraph. If your content is not clear, you will lose a huge percentage of people almost immediately. You must communicate complex information in a simple and clear manner. Remember to always lead with the strongest single benefit for your target market.
4. If necessary, say the same thing several times from different angles to make sure that the reader clearly understands your point. Repetition helps to make your point clear and avoid misunderstanding.
5. Use “you” copy. Write in a simple, easy to understand conversational tone as if you were writing to a friend. Remember that one person at a time read your ad. Good advertising copy is always sincere, honest, and direct. Try to develop “you” copy, not “I” copy.
6. Your entire copy must appeal to emotions and not intellect. Fact-filled copy alone would not work in advertising copy. Emotional appeals and the promise of personalized benefits will increase your response rate far more than ad copy that is purely logical. Use emotional words and paint a picture for your prospects believing and to see themselves utilizing and enjoying the benefits of your product or service. Remember that people buy based on emotions and justify their purchases based on intellect.
7. Use keywords that people respond to, such as you, your, guarantee, new, health, love, success, easy, simple, proven, save, safety, and so on.
8. Be specific with benefits. Real benefits are specific benefits. Don’t tell your prospects they can be thinner; tell them how much thinner they can be. You are not promising that everyone who uses your product will achieve the same results.
Turn every product feature into a buyer benefit. Always lead with buyer benefits, and only later follow with product features. A feature is a component of your product or what your product is made of. For example, features of information products include, but are not limited to:
For example, you might say, “you get 14 detailed ways in 44 thorough pages about how to decorate your home before making it available for a quick sale ….all with 26 full-color photos showing you how to make your home more appealing. Avoid any single tip… and your home can remain in the market unsold for a long time.”
9. Give reader some free information in your ad copy. Your free information might be news, predictions, advice, unusual facts, trends, how-to instructions, etc.
10. Your claims must be believable. Never exaggerate because you lose credibility with your readers. Always try to be honest.
11. Use testimonials in your copy. People tend to believe the real customer’s wording than purely advertising copy.
12. End each page with an incomplete sentence so the reader will scroll to the new page.
13. Restate the key benefits of your offer close to the end of your copy. Offer guaranty, a bonus gift, or whatever to make your offer sound urgent.
14. Use subheads throughout your copy. Subheads are mini headlines that draw the attention and make your copy easy to read.
15. Make your offer clear to your prospects, and ask for the order by giving clear instructions. The essence of Web link is to help people complete a task allowing them to move from one step in the task to the next. Avoid using “click here” or “download”. Links should be a call to action. Remember to make offers that get people to buy immediately.
16. Always write more copy than you need. If you need one page of copy, write at least two pages, and then trim it down to one page.
17. Testing is an important part of any successful copy. Always try to test headlines, first paragraph, subheads, offer and price. Be sure to test before committing your entire budget. However, don’t waste your time testing small details such as the color of font or small changes in price.
And finally, the more you learn about how to write advertising copy and marketing, the better chance you have in succeeding in your online or offline business.
By Paul Ziglar – 2019
Copyright © 2019 Allied Publishing
For additional articles written by Paul Ziglar, see alliedpublishing.com/copywriting. Paul Ziglar is the author of How to Write Successful Advertising Copy That Make Money published in 2019.