How to make sure your advertising produces

Posted August 27th, 2007 by Dr James Pratt

As I mentioned in my last blog, there are fourteen tips to make sure that your advertising copy. Here are the first seven:

1) Translate features into benefits. Don't just give information and assume that the reader will interpret. Example, front-wheel-drive is a product feature on an automobile. In advertising that car it would be a great mistake just to say that and assume that the reader knows why front wheel drive is a desirable feature. The advertising has to go on to explain the benefits of front wheel drive - safety, improved cornering, improved braking, better mileage and so on.

2) Write from the 'you' perspective not the 'I/we' perspective. Say, "You will benefit greatly from the extraordinary durability." Don't say, "We build the most durable."

3) Communicate credibility. Credibility can be demonstrated with length of time in business, the size of your company, the number of customers served, testimonials from satisfied customers, your membership and influential associations, guarantees and warranties and all of these things combined.

4) Use dramatic license. You should not deceive or misrepresent anything but you can dramatise it. Here's an example you're probably familiar with. Remington's president says in the commercials, "I liked this Remington shaver so much that I bought the company." Well that's silly. That man is a shrewd, astute, experienced business person and I assure you that his acquisition of Remington was based on careful analysis of many different factors, only including the quality of the product. But his statement is at least partly true and is a dramatic way of talking about product quality. That's dramatic license.

5) Remember that stories sell, facts only tell. Whenever you can use first person stories, third party stories about customers and antidotes to make key selling points, do so. Stories sell, facts only tell.

6) Don't be afraid of long copy. Ad copy should be long enough to tell your story effectively and persuasively. One of my most successful sales letters is 42-pages long.

7) Utilise the writing technique of double readership path. This is really quite simple but extremely important. The idea is to understand and reach both ends of the spectrum of consumer behavior. Analytical behavior versus impulsive behavior. The analytical person will read lengthy copy and is interested in as much information as possible. The impulsive individual lacks the patience to read lots of copy and wants to get the message quickly. When you organise your copy and format you should communicate the important points of your message in only the headlines, subheads, photo captions and response device so the impulsive person can quickly skim, still get the message and take positive action.

Now you have them - the first seven of fourteen tips to make sure your advertising works! As you probably already guessed, in your next Success Marketing Strategy blog, I'll reveal 8-14.


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