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 [...]
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 [...]
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 [...]
How To Make Your Prospects Putty In Your Hands
How To Make Your Prospects Putty In Your Hands
Henry Ford said, “ If there is one secret to success it lies in the ability to get the other person’s point of view and see things from that person’s angle as well as from your own.”
And dear ol’ Henry should know a thing [...]
Revealed… Your Prospects’ Belief Ceiling
Revealed… Your Prospects’ Belief Ceiling
Here’s a fascinating little copywriting nugget you can use to boost the response to your ads.
This nugget is namely this:
As people we have different viewpoints on the amount of money we have the potential to earn.
To one type of person £1 million is a lot of [...]
Simple Secret Guarantees You Become Your Prospect’s Best Friend
Here’s a little secret you should use in your copy. It’s a technique you should always strive to include in your sales letters.
This essential copy item maximizes your readership. And, importantly, keeps your reader glued to your copy. Down your ‘greased slide.’
By the way, if you’ve not heard the expression ‘greased slide’ [...]
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 [...]
How To Use Simple Coupons To Generate More Leads
November 26th, 2008 by Mark Pocock
Here’s an interesting ad. Now granted, the headline is poor. Click here for the ad
My first thought is this; the ad is selling chairs for you to sit in while reading.
However they’re selling lighting for readers.
Now this company could have written an ad to try and sell off the page.
But [...]