williec
How
To Write Ads So Compelling That Your Readers Are
Totally Defenseless - They HAVE To Respond!
By Willie Crawford
What is the real secret to writing ads that are totally
irresistible? It's communicating with your reader on an
emotional level! It's communicating that you really
understand his needs, want, and fear. Sure, your offer
needs to pass the logic test, but it also needs to tug at
something inside of your reader.
How do you reach this "something inside" your reader? You
address your reader DIRECTLY in your ad. You grab the reader
in your benefits filled headline addressed directly to him.
Then you tell the reader more about how you can help him to
experience something pleasurable, or to avoid a pain. Then you
tell the reader how to take advantage of your incredible offer.
That's all there really is to writing ads so compelling that
your readers must respond to.
You have to begin by identifying who you are trying to reach.
Who is the ideal customer for your product... that customer
who should really WANT what you offer. What is this customer
like. You need to know who your customer is and what their
thoughts... their concerns are. This is essential because
this is what you need to address directly in your ads.
As an example, I know that many of my subscribers place a
lot of ezine ads and need to learn to write better ads. I
know this from survey feedback, listening on discussion
boards, and even noticing what types of books they buy. So I
know this is a concern. Therefore my ad (an article in this
case - but the same principle) begins by addressing that
concern directly. The headline says, "Here's the solution to
that problem you have been struggling with."
If you truly know you customer it's easy to communicate
this understanding, and relate to him. Many top copywriters
consider fully understanding their customers so much that
they spend considerable time studying them. If they are
writing an ad for a client, they may spend many hours reading
the magazines their target customers read. They watch the
TV shows their target market watch and they shop in the stores
their target market shops in. They get to know their customers
and begin to feel some of the same things they do.
You need to convey this feeling to the customer. Let them know
that you understand their:
- Desire to get more website traffic.
- Frustration at trying to lose weight.
- Disappointment at a poorly performing ad.
- Dream of owning a huge house in a really nice neighborhood.
- Fear of having their website or computer hacked.
- Unexpressed worries over a waning sex life.
- Worries about having enough to live on in retirement.
- Desire to have more true friends.
When communicating your empathy to your customer use words
that naturally cause emotional responses. These are numerous
and there are many articles and books available on the topic.
These words cause a subconscious response in people. Words
such as: Love, Secret, Guaranteed, Breakthrough, Insider,
Phenomenal, Irresistible, Attractive, Sexy, Foolproof, Proven.
These words automatically put a person in a buying mood. It
tells him that he has discovered something he has been searching
long and hard for.
After conveying that you understand their problem your ad needs
to
convey "Here is the solution! Now you can stop looking and start
LIVING!" If you have enough space the job is a little easier.
If
you have very little space, the headline has to get across the
benefits and pull double duty.
With long ad copy, a great way to convey that you have the
solution is by showing that others with the same problem are
thrilled with your solution. Testimonials and authoritative
statements credibly get this point across. Someone else telling
how your product solved the same problem your reader has suggests
it will do the same for them. This is more effective than YOU
telling them the same thing. The person giving the testimonial
is not perceived as having a vested interest in you buying the
product.
After showing the customer you understand his needs and have the
perfect answer, you need to tell him exactly what to do to grab
it. Your ad should direct him to click through to your website
now or he probably won't. Your customer will think about
checking out your product later but without a sense of urgency
he may not. Realize that if your prospect doesn't investigate
your product when you have built all that burning desire, he
probably never will. So tell the customer how to place the order
or get more information without procrastinating.
Those are the basics of writing an irresistible ad. It's really
nothing more than showing that you understand his urgent need.
It's prompting him to go ahead and try your solution. Your ad
should have the same feeling as you prompting a friend to trying
something over a dinner conversation. That friend does it
because you show understand, concern, and then encouragement to
take action. Try it!
---------------
Willie Crawford cuts through the HYPE and double-talk to
show you how to build your successful online business.
Discover the TRUTH and all of the insider techniques
for building your own thriving internet business today.
Subscribe to THE Internet Business Success Course now. It's
free. Signup at: http://www.williecrawford.com/
Totally Defenseless - They HAVE To Respond!
By Willie Crawford
What is the real secret to writing ads that are totally
irresistible? It's communicating with your reader on an
emotional level! It's communicating that you really
understand his needs, want, and fear. Sure, your offer
needs to pass the logic test, but it also needs to tug at
something inside of your reader.
How do you reach this "something inside" your reader? You
address your reader DIRECTLY in your ad. You grab the reader
in your benefits filled headline addressed directly to him.
Then you tell the reader more about how you can help him to
experience something pleasurable, or to avoid a pain. Then you
tell the reader how to take advantage of your incredible offer.
That's all there really is to writing ads so compelling that
your readers must respond to.
You have to begin by identifying who you are trying to reach.
Who is the ideal customer for your product... that customer
who should really WANT what you offer. What is this customer
like. You need to know who your customer is and what their
thoughts... their concerns are. This is essential because
this is what you need to address directly in your ads.
As an example, I know that many of my subscribers place a
lot of ezine ads and need to learn to write better ads. I
know this from survey feedback, listening on discussion
boards, and even noticing what types of books they buy. So I
know this is a concern. Therefore my ad (an article in this
case - but the same principle) begins by addressing that
concern directly. The headline says, "Here's the solution to
that problem you have been struggling with."
If you truly know you customer it's easy to communicate
this understanding, and relate to him. Many top copywriters
consider fully understanding their customers so much that
they spend considerable time studying them. If they are
writing an ad for a client, they may spend many hours reading
the magazines their target customers read. They watch the
TV shows their target market watch and they shop in the stores
their target market shops in. They get to know their customers
and begin to feel some of the same things they do.
You need to convey this feeling to the customer. Let them know
that you understand their:
- Desire to get more website traffic.
- Frustration at trying to lose weight.
- Disappointment at a poorly performing ad.
- Dream of owning a huge house in a really nice neighborhood.
- Fear of having their website or computer hacked.
- Unexpressed worries over a waning sex life.
- Worries about having enough to live on in retirement.
- Desire to have more true friends.
When communicating your empathy to your customer use words
that naturally cause emotional responses. These are numerous
and there are many articles and books available on the topic.
These words cause a subconscious response in people. Words
such as: Love, Secret, Guaranteed, Breakthrough, Insider,
Phenomenal, Irresistible, Attractive, Sexy, Foolproof, Proven.
These words automatically put a person in a buying mood. It
tells him that he has discovered something he has been searching
long and hard for.
After conveying that you understand their problem your ad needs
to
convey "Here is the solution! Now you can stop looking and start
LIVING!" If you have enough space the job is a little easier.
If
you have very little space, the headline has to get across the
benefits and pull double duty.
With long ad copy, a great way to convey that you have the
solution is by showing that others with the same problem are
thrilled with your solution. Testimonials and authoritative
statements credibly get this point across. Someone else telling
how your product solved the same problem your reader has suggests
it will do the same for them. This is more effective than YOU
telling them the same thing. The person giving the testimonial
is not perceived as having a vested interest in you buying the
product.
After showing the customer you understand his needs and have the
perfect answer, you need to tell him exactly what to do to grab
it. Your ad should direct him to click through to your website
now or he probably won't. Your customer will think about
checking out your product later but without a sense of urgency
he may not. Realize that if your prospect doesn't investigate
your product when you have built all that burning desire, he
probably never will. So tell the customer how to place the order
or get more information without procrastinating.
Those are the basics of writing an irresistible ad. It's really
nothing more than showing that you understand his urgent need.
It's prompting him to go ahead and try your solution. Your ad
should have the same feeling as you prompting a friend to trying
something over a dinner conversation. That friend does it
because you show understand, concern, and then encouragement to
take action. Try it!
---------------
Willie Crawford cuts through the HYPE and double-talk to
show you how to build your successful online business.
Discover the TRUTH and all of the insider techniques
for building your own thriving internet business today.
Subscribe to THE Internet Business Success Course now. It's
free. Signup at: http://www.williecrawford.com/