Author Archive
2 ways to boost readership of your ads
There are two things you can take from this conservatory ad. And use in your own marketing to improve readership.
First, note the first letter of the first word in the first sentence. It’s what is known as a drop cap letter. Its purpose is to grab your attention. That’s once you’ve read the headline.
By [...]
Target The Reader - Damn It
Here’s an ad cut out from the Sunday Times which is selling a residential club members can use as a London base.
However this ad has some flaws with it.
The headline doesn’t target the reader. The headline doesn’t have a benefit in it. The headline doesn’t enter the conversation the reader is having in their mind.
What [...]
How to Overcome Reader Scepticism
How do you overcome reader scepticism? After all, we’re all so inundated with advertising we don’t believe what advertisers say anymore. And, naturally we’re all sceptical of an advertiser’s claims in their ad.
(As an aside, the bigger the claim, the more proof you need to back up your claim.)
Well, a great way to overcome scepticism [...]
Answers To your Marketing Questions
I asked you guys what questions you had about copywriting and marketing. And a few of you have answered.
So let’s take a look.
NE asked:
When writing a sales letter for a squeeze page what is the best way to write headlines which draw people in?
You have to know your audience.
Start by asking yourself three questions:
Who is [...]
Use This Popular Magazine To Steal First Paragraph Ideas
Use This Popular Magazine To Steal First Paragraph Ideas
So let’s continue talking where we left off - the importance of the first paragraph.
We discussed the “If” and “Then” formula.
So what other techniques can you use to hold your reader’s attention when writing your first paragraph?
John Caples in his book Tested Advertising Methods has a few [...]
Brilliant Headline Murderer
OK, so you stopped your ideal prospect in their tracks with your ad’s headline. You’ve got their full attention. You’ve aroused their curiosity or promised them a benefit. Or done both.
Now your prospect wants more information. They’re all ears for what you’ve got to say.
However you can switch them off quicker than a light… IF… [...]
Facelift For Ex-Traffic Cop Ad
Facelift For Ex-Traffic Cop Ad
Back along I wrote about an ad selling a driver’s handbook showing you how you can keep your driving licence. You can see the ad here.
Anyway I see the advertiser is now running a similar ad selling the same book.
Now they’re either testing a different approach – new headline and lead [...]
How to Maximize Desire in Your Prospects For What You’re Selling
How to Maximize Desire in Your Prospects For What You’re Selling
One of the best books you’ll ever read on copywriting is Breakthrough Advertising by Eugene Schwarz. Apart from being a brilliant marketing book this book has several unusual claims:
It was the most stolen book from US libraries. And, used copies used to sell for as [...]
Granny’s Old fashioned Recipe Ad
Granny’s Old fashioned Recipe Ad
Here’s an interesting direct response ad I cut out recently. I think this ad will do very well.
After all who couldn’t relate to the story it tells?
The word pictures the ad conjures up in your mind as you read it. Granny cooking in the kitchen. Wholesome nutritious meals. Good food. [...]
Avoiding Pushy Sales Person Syndrome
Avoiding Pushy Sales Person Syndrome
One of the first rules of selling is this; As people we like to buy. We do not like to be sold to.
This is only natural.
We much prefer to feel we are in charge of the buying process. That we choose to buy of our own accord. That we’re in [...]