Page 174 - Duct Tape Marketing

158 Part III: Creating and Placing Ads

ߜ Use strong, compelling language. Once you’ve landed on a headline, go
through and see if you can push more impact into the words. If your head-
line says stomach, ask yourself whether guts would be more forceful.

ߜ Find words that help readers form mental images. Instead of saying
reduce fear, paint a picture by saying something like eliminate white
knuckles.”

ߜ Avoid technical terms and always use words that most people will
understand.

ߜ Use the word you. It’s the most magnetic word in advertising. Every
time you get ready to write we, turn the spotlight to the consumer by
using you.

ߜ Tell how. People are attracted to the feeling of interaction conveyed by
the word how. Write a headline that includes how to . . . or how you . . . to
up your chances that the prospect will continue on to the first line of the
ad copy.

ߜ Use power words. Whenever you can, grab your readers’ attention with
the long-proven power of words such as free, new, save, better, now, and
other words that communicate that your offer is special and worth read-
ing about.

Writing convincing copy

The first sentence of your ad copy only has to do one thing: Make the reader
want to continue to the second sentence. The second sentence needs to lure
the prospect on to the third sentence. And so good ad copy goes, carrying
consumers through your ad, building credibility and trust, and convincing
readers of the merit of your message, until, finally, it makes an irresistible
offer and tells exactly how to respond.

As you lead prospects through your ad, work to accomplish the following
points:

ߜ Tell your basic story. Provide a description of your offering, your
unique selling proposition, the benefits that a buyer can count on, and
information that backs your claim.

ߜ Provide an action inducement. Offer a proposition or invitation.

ߜ Sweeten your offer. Add a guarantee, special financing terms, trade-in
opportunities, a promotional price or package, special options, a free or
limited-time trial, or other offers to increase consumer responsiveness.