How To Instantly Build Rapport With Your Reader
March 9th, 2009 by Mark Pocock
Let’s take a look at a marketing ad selling a Circulation Booster.
First up they’re using a testimonial from what I imagine would be a typical sufferer of circulation problems.
“…After 5 Years of Suffering ….I have no pain or swelling in my legs…
AND
…I have suffered from swollen ankles and they have got considerably worse over the past few months…”
So straight away the ideal prospect for this product can relate to the story.
The more you can get your prospect to nod their head in agreement and say YES to your ad the greater the chance you have of getting a sale.
There’s a good picture of a lady smiling and seeing her circulation improving.
However the ad falls back in one section. Benefits.
Check out the….
Sit Back and see if we can help you
• Improve Circulation
• Reduce swollen feet and ankles
• Alleviate tired and aching legs.
These aren’t really strong enough. How about:
• Improves your circulation so you’re healthier, and there’s less chance of you suffering serious medical conditions.
• You can enjoy long country walks without having your feet and ankles swell up like balloons.
• You can enjoy your gardening, playing with your grandchildren in the park without tiring yourself out.
I know with an ad you’re limited with space. And it can be a struggle to fit everything in. But don’t cut corners.
And check this.
Note the proof elements. And good use of credibility.
“…500,000 units sold…”
“…As seen on TV….” However they slipped up here. Come on name the TV station. Be specific.
Good testimonial from a Doctor.
And you can even get a discount if you have a disability or long term illness.
Not a bad ad. But it could have done with some freebies to help tip Me over the edge.
What do you reckon?
Agree or disagree with what I’ve said?
Until next time
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Great info Mark. I sent you a request to talk to you about using your copy writing services.