What's RIGHT with this sales copy?

Dear Friend,

Only 7 days left to vote!

Don't forget to enter the headline contest I'm having, and get
your shot at winning $100 dollars off your next sales copy review -- www.kingofcopy.com/salescopyreview -- or your next consulting appointment --
www.kingofcopy.com/consulting.

The contest rules are here:

http://www.kingofcopy.com/tips/ad_contest_071505.html

Before we start taking the contest display ad apart, let's talk about the good things the ad has to offer.

Like I said, the ad's 99.9% better than most ads you see running in newspapers and magazines, so let's find out why:

For starters, the ad is written in an advertorial-style format.

Meaning, if you looked at it, it looks like all the other articles in the newspaper.  It doesn't look like an "ad" per se.

Adopting the format of whatever media you're advertising in, is VERY important.

It's most important because if your ad looks like an article, than it doesn't look like...

An Ad!

This way, when you first stumble across it, your guard isn't up and you haven't automatically pulled out your mental "sales repellant" yet.

It just looks like all the other articles you've been reading.

So therefore it adds you your ads believability.

But when you're running an ad like this, you must be certain, you're doing everything else your medium does, to keep that believability going strong.

For example, if you're using a color photo in your display ad, but the newspaper you're running your ad in only uses black-and-white photos, you've blown your believability -- change your photo to black-and-white.

If you're using a black-and-white photo, but the publication only uses drawings (like the Wall Street Journal), then you need to use a drawing or you'll be compromising the integrity of your ad.

Remember, people don't read the paper, or magazines, or whatever, for their ads.  They read for CONTENT, and they read so they can stay in touch with whatever's going on out there in the world.

They want to know WHAT'S happening out there,
and... they want to know WHY it's happening.

And they buy that particluar newspaper or whatever, because they believe IT will tell them the truth!

This inherent trust in the media, will carryover to your ad -- but only if you pull it off right -- meaning, only if it blends in with the rest of the INFORMATION presented in the paper.

Now, in this particular ad, the writier winds up doing a few things that work against him, to damage his credibility, and his believability, but we'll talk about that later on in the week.

Now go sell something,

Craig Garber

P.S. Want to know why YOUR sales copy isn't as believable to your readers? You'll find out here:  www.KingOfCopy.com/salescopyreview

Any comments?

Send them to me by scooting over to the contact form on my "Here's How To Contact Craig" page, and maybe I'll publish them -- I appreciate your feedback!

You can reprint, or link to this article, or to any article on this web site, as long as you include the following text-box:

“Craig Garber is America's top direct-response copywriter.  Join the ranks of Garber's swelling list of global VIP's who subscribe to his unconventional weekly marketing moments, and discover how to dramatically boost your sales and improve the response to your sales copy, on his website at http://www.kingofcopy.com. Copyright © Craig Garber.  All rights reserved.”

• Home
• Intro
• Bio
• NEWSLETTER
• Products & Coaching
• Testimonials
• Writing Samples
• Archives I
• II
• Contact