Headlines Get Attention But Copy Closes The Sale Google “ad copy” and you’ll have your choice of 85,000,000 websites! With so much information available on this subject, I find it puzzling that the majority of newspaper ads have weak copy. Pick up any newspaper anywhere and actually read the copy in the display ads.
ad crams 20 tiny photos of various electronic products into 32 square inches of space with a large price, the name of the item and one measly line of copy. 12 additional items are line listed with just their price. This electronics store ad looks pretty much like every other electronics store’s ad: borax and boring! Why not use the same space and feature ONE major item like a big screen TV and then write a benefit (what’s in it for me?) for every feature (what the television does or has)? Difficult? Not really! Write copy like your target audience talks. Use coffee shop English. Write copy as though you are talking to ONE person eye-to-eye. A general hardware store’s half page ad is headlined “FALL HOME IMPROVEMENT SAVINGS!” This ad shows 17 items each one illustrated with black and white clip art showing a small regular price and a large bold sale price. Each item has one to three lines of “bullet” copy listing features. Give your target audience a reason to shut off their TV, get their fanny out of their La-Z-Boy and bop down to your store ASAP so they can be the first in their neighborhood to make child’s play out of trimming the hedge with the Zippy Hedge Trimmer. I would not stay in your store very long if all you chose to tell me is the PRICE! Why in the world would I make any effort to respond to your ad that tells me only the price? I wouldn’t. These two ad examples combined advertise 49 items with only 127 words of copy and not one benefit! Both headlines are lame at best. Results? Poor! Reason? No benefit copy… only features. Whose fault? Yours! You can add color, enlarge the ad space, increase the frequency and here’s about all you’ll accomplish: big ad bill, paltry results. You don’t need to be a word smith to write copy that sells. Make two columns on a sheet of paper. Head the first column “Features” and the second column “So that you get...” Let’s briefly consider an ad for woodstoves: SEALED DOORS (feature) give you 8 to 12 hours of burn time (benefit). ADJUSTABLE INTAKE (feature) allows you to control burn time. (benefit). 7 YEAR WARRANTY (feature) means worry-free protection. (benefit). Add a W-I-I-F-M to every feature you list: “What’s in it for me?” Next tell me why I should buy from you. That question goes through the mind of anyone who reads or hears your ad. Each person subconsciously weighs the pros and cons of buying from you or your competitors. If you say you offer “better value’ what does that mean? Will your product last longer? Does it taste better? Do you offer a 5 year guarantee when your competitors only offer one? Put some meat on the bone! Finally, be sure to tell me why I should buy NOW. “Only 33 units to sell at this price…when they’re gone, they’re gone.” “Mortgage rates are rising. Lock in a low rate today.” . |
Marketing Emporium
636 Horizon Drive
Unit 604
Grand Junction, CO 81506
Direct telephone: 970-210-8648
636 Horizon Drive
Unit 604
Grand Junction, CO 81506
Direct telephone: 970-210-8648
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