These are the things that are the most crucial in your advertising. By learning, implementing, and always keeping these twenty-two things as good as possible, many companies have brought in ten times more profits than before. You have the potential to do the same!
1. Capture a reader’s interest.
If you cannot get the interest of the prospect, you will never sell them.
2. Appeal to a prospect’s self-interest.
People only care about themselves, and the more benefits your offer can give them that they really want, the better.
3. Write advertisements that motivate people to buy.
Forget about the idea of “creating an awareness of your product,” and focus on selling the product. A person can know your product exists, but that doesn’t put money into your pocket until they buy it.
4. Stir buyer’s emotions.
People buy with their emotions. The ad should cause them to feel an emotion towards your product, and the more the pleasant, happy, excited emotional factor they have towards your product - the more they desire it - the higher the chance that they’ll buy it.
5. Use benefits to attract product desire.
Benefits are all that the prospects really care about. They only want to know what the product or service can do for them that can make their life easier, more enjoyable, and more fulfilling.
6. Make readers “believe” your promises.
If your ad cannot make the reader believe you, the reader is not going to buy from you. Remember, they are buying on the basis of “sight unseen” - they send their money without ever seeing, touching, or trying out the product. Therefore, it’s very crucial to make them believe that you’re not going to rip them off.
7. Write advertising that relates to the average person in your market.
Use the language and terminology that the people in your market use. Know your market. Know what the market likes and doesn’t like. Learn what the problems are that people in your market have. The more you’re able to relate to them, the more you seem to honestly have something for them.
8. Convince the hardened skeptic.
Consider all prospects to be hardened skeptics. If you do so, you will be able to create much better advertising. Write to that skepticism. Do everything you can to assure that prospect of the worth of your offer.
9. Make your offer so attractive that a prospect will say, “Yes, that’s for me!”
Make those prospects want what you have to offer. Get them excited! Show them dramatically what it can do for them!
10. Write copy that agrees with existing attitudes.
Your understanding of the market - not just as the source of your profits, but as a group of people with lives, problems, and ideals of their own - can be used to your advantage. Learn as much about them as you can, and show them that you know what they’re going through. Let them know they can trust you!
11. Write copy that overcomes buyer objections.
Write down a list of all the objections to purchasing your product you can come up with, and then tackle each one. By doing so, you can come up with ways to lessen or destroy those objections. If you can do that, you’re able to develop powerful copy and advertising.
12. Writing has its tools, just like any other profession.
In writing, those tools are words and phrases. So use the best tools possible! Use words and phrases that will gain the attention, the interest, and the desire of your prospects. Then, give them a very simple, highly motivational call to action!
13. Write copy that reflects how average people talk.
Here is some advice that we go by that has been one factor in our success: If your copy is too complicated for a seventh grader to understand, you need to simplify it. Language can be a barrier as well as a tool. Don’t make it difficult for those prospects to read your advertising. People read advertising in a very passive way, and if your ad requires work, it will most likely end up in the trash.
14. Stay in touch with what people want.
People only buy what they really want.
15. Do not test the obvious.
Anyone can come up with ideas to test, and testing really is one of the secrets to getting rich. However, you must test things that are smart and are actually questionable. Common sense is just as important as scientific actuality. Get too heavy on testing common sense things, and you’re wasting your money.
16. Appeal to emotions and instincts.
People buy with their emotions, and you have to play up to their feelings. Put them in the picture, with themselves enjoying the benefits of your product.
17. Develop facts and present proof.
This is key to believability. Give your prospects facts and proof that what you say about your product can happen for them. Use everything at your disposal, from simple facts and figures to testimonials from satisfied customers. The more you can give them, the more you can tear down the wall of skepticism.
18. Make a prospect justify a purchase.
Make the prospect feel like they are getting a lot for their money.
19. Find a common meeting ground with prospects from the start.
Let those prospects know you can relate to them, and let them know why you can relate to them. This is the benefit of writing to a specific person and a specific market. Let them know that you really know their problems and their wants, and that you have the solution for them.
20. Substantiate incredible product claims.
You have to provide evidence that your claims are true. If your claims are too wild, you have to tone them down. Outrageous product claims can definitely be detrimental.
21. Have back-end offers.
All profits in this business are made through back-end sales, not front end sales. The related products and services you sell on the back-end to customers who have bought from you before will make you the most money. The front end should merely be used to gain initial sales and add more people to the back-end. Once they’ve bought from you, they have showed their trust, and you can go back to them with more offers.
22. Continually develop new offers and advertising ideas.
You will never maintain success and growth with only one product. You have to keep coming out with new products to maintain your profits and keep them growing.
Source: http://www.ArticlePros.com/author.php?Frank Tocco
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