There are (5) major components to good advertising copy (The order of these is essential to success):
·Command Attention;
·Showcase Benefits of Products and Services;
·Prove the Benefits;
·Persuade People to Embrace the Benefits;
·Call to Action.
Advertising is sales in print, so you need to consider how to showcase your products/services’ unique benefits persuasively. The emphasis must be on results, not features.
Let’s take a minute to reflect on each of the components:
1. Command Attention: This is most often accomplished with a headline. It would be best to have an attention-getter that compels your audience to learn more about your products or services. The best headlines vividly portray the benefits or demonstrate how a problem can be circumvented with your products and/or services. The headline is essentially the advertisement for your advertisement.
2. Showcase Benefits: You must showcase the benefits of your products and services and, more importantly, show how they will solve or prevent a problem. Your customers need to know what’s in it for them. Ensure you include helpful, factual, and comprehensive information to illustrate the benefits and how they will benefit your customers.
3. Offer Proof: This is where you prove what your advertisement is offering. It would be best if you established you have a method to deliver. Consider the information that establishes credibility and past performance.
4. Persuade: Provide compelling reasons for potential customers to purchase your products and services. Use a non-hard-sell approach and create scarcity. This process will create urgency in your potential customers so they can take advantage of a potential product and service, which leads us to the final component.
5. Call to Action: You must compel your potential customers to “DO” something. They need to check out your site, sign up for your newsletter, purchase your products, and contact you about your services. Offer a freebie, booklet, sample, product, bonus, demo, consult, limited-time price, etc.
There are many ways to get potential customers excited about purchasing with the confidence that they are getting a fantastic deal.
Good advertisements include all of these components. When creating an ad, take the time to consider each of these components and then strategize how to best place them together for optimal effectiveness.
If you need further assistance, contact me at mshew@profitpathcoach.com to learn how to create great advertisements from some of the best in the business.