In order of importance here are the five major components to great advertising copy:
- Command Attention
- Showcase Benefits of Products/Services
- Prove the Benefits
- Persuade People to Embrace the Benefits
- Call to Action
Advertising is sales; so you’ll need to think about the unique benefits your products/services offer and showcase them in a persuasive way. In short, you need to emphasize results, not features.
Let’s take a minute to talk about each of these components:
- Command Attention: This is usually accomplished with the headline. You need an attention-getter that makes people want to know more about your products/services. The best headlines give a vivid portrayal of the benefits or show how a problem can be solved with your products/services. The headline is the advertisement for the advertisement.
- Showcase Benefits: You have to showcase the benefits of your products and services and, more importantly, show how they solve or surmount an obstacle.. Customers need to know what’s in it for them. Include useful, factual, and clear information to show precisely what the benefits are and how they are going to work.
- Offer Proof: This is where you prove what the advertisement is offering. You need to establish you have a method to deliver. Consider information that establishes credibility and past performance.
- Persuade: Add compelling reasons for your potential customers to purchase your products/services. Use a hard-sell approach and create scarcity. This motivates your potential customers to act now, not delay and risk losing an opportunity. Which leads into the last component.
- Call to Action: You need to compel your potential customers to do something. They need to check out your site, sign up for your newsletter, purchase your products, contact you about services—something. Offer a freebie like a booklet, sample, product, bonus, demo, consult, limited-time price, etc.
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