| Obviously, if you're paying to advertise your business, | | | | your own business) |
| you want people to read your whole ad, so they know | | | | * Why the advertising you're probably running right |
| what you're offering and can make an informed | | | | now is wasting you thousands of dollars, and what you |
| decision about whether to do business with you, don't | | | | need to do to turn that loss into cash |
| you? Here's a few ideas you can use in your | | | | * How to get movie and TV stars to help you sell your |
| advertising to keep your reader interested:- | | | | product or service |
| conversational short sentences, subheadings, break up | | | | * How to get hundreds of prospects to seek YOU out |
| long text into short paragraphs, using bullets to speed | | | | * The one mistake 99% of businesses make which |
| the reader through your copy, problem-solving copy | | | | loses them tons of credibility... and thousands of dollars |
| the reader identifies with, talking in "What's in it for | | | | in sales |
| me?" terms, educational copy, and not revealing price til | | | | * The secret about human nature which expert |
| the end. | | | | salespeople use to make their fortune |
| Firstly, you need to be aware of the WIIFM (what's in it | | | | * 11 simple ways to make your business the "king" of |
| for me) concept. What that means is you need to | | | | your industry |
| constantly tell your customer what's in your ad for | | | | In fact, each bullet point you write in your advertising |
| them, because if they're reading your ad it's only to find | | | | should be just like mini headlines that promise |
| out something that they want to know about. YOUR | | | | something of value to the reader. You might have 25 |
| ADS NEED TO BE THE ONES THAT REWARD | | | | or 50 bullet points in a long sales letter, if each of them |
| THEM (while your competitors' BORE them). This also | | | | are like a mini headline, then you may only need one to |
| means you should understand the difference between | | | | stand out to your reader and make them say "Yes, I |
| benefits and features. | | | | need to know more about this!" |
| Let's say you sell a colour TV with a 90" screen - | | | | And this is also where educational copy comes in. You |
| that's the feature. But the benefit of this is that the | | | | can't assume that people know as much about your |
| screen is so big that it makes your lounge room feel | | | | business as you do. You work in it every day, and |
| like a cinema! | | | | possibly been doing it for years, and often you can get |
| That's the benefit, ok? Let me now introduce you to | | | | frustrated because you don't think your customers |
| two powerful words which will automatically suck out | | | | respect your value. But the reality is, THEY DON'T |
| the benefit of any feature; | | | | UNDERSTAND YOUR VALUE. |
| "WHICH MEANS" | | | | So you need to educate them about the value you |
| In the example above, in order to put it into WIIFM | | | | offer. If you tell them something about your company, |
| terms, you could put it together like this - "This | | | | then your job is to explain why that's important for |
| sensational TV has a whopping 90" screen, which | | | | them. Let's say you sell an expensive mountain bike, |
| means you can virtually turn your lounge room into a | | | | for example. In order to get people to buy the bike |
| cinema!". | | | | you've got to justify why they should spend $2000 on |
| Another powerful tool you can use in your copy is | | | | your bike. You've got to tell them the reasons why, |
| bullets. Why? Because you can package up your | | | | which is what educational copy is all about. |
| most exciting and riveting benefits into short little bursts. | | | | Like that the bike has better suspension to handle |
| In fact, the effect of bullet after bullet of really amazing | | | | rough terrain, a comfy seat that you could ride the bike |
| benefits can actually cause nervous tension in your | | | | for hours without getting sore, and maybe it has 50 |
| reader. They can get so excited that they literally can't | | | | gears for easy riding, and a GPS so you never get |
| read any more and go straight to the ordering details. | | | | lost. These are all just examples of course, but notice |
| That's how powerful they are! | | | | how it's talking mainly in benefits to the reader, how it |
| Here are some examples of how intriguing bullets can | | | | will help them! |
| be in your advertising (then you can just adapt them to | | | | |