Copywriting secrets – 3 legs of your ad: Which one of them are you usually missing?
I’m off to the beach today, so let me get this out to you quickly. The weather here is absolutely gorgeous – it’s expected to be sunny and in the low 80’s and there’s not a cloud, so let’s roll.
Oh, I’d show you some pictures, but me in a bathing suit is kind of scary so I’ll spare you the drama.
Anyway, writing an ad is like anything else you do – you’ve got to do some prep work before you actually sit down and start shedding wood. And for the most part, the more prep work you do, the better your ad’s going to be. Kind of like how the lumberjack with the sharper axe is always going to cut more.
Good, so let’s take a look at the three legs your ad MUST stand on, before you can even think about doing any actual “writing.”
1. For starters, you’ve got to figure out what kind of an offer you’re going to make to your customer. In other words, what are you proposing they exchange for what you have to offer. Meaning, “What’s in it for him?”
Your ad has to say “if you do this, you’ll get that,” and the “get that” part has to be pretty compelling, and it has to be put in front of the right marketplace, in order to get a response.
2. Second, you want your claim or your value proposition you gave out in #1, to be unique. If all your doing is offering the exact same thing as every other Tom, Dick and Harry… then why is anyone going to feel compelled to respond?
You’re right, they’re not.
So make sure you have some kind of a differential, and we’ve talked about this a lot in the past.
3. Lastly, your claim (the benefits part of your offer), has to actually be something someone wants. I can’t tell you how many times I’ve critiqued ads and what’s being offered isn’t what the prospect wants.
And the best indicator of what someone wants, contrary to popular belief, is… whether or not someone is already selling something similar.
See, most people mistakenly think they need to be the only one doing something in order to make a living at it. However, rarely, if ever… is someone “first to market” with something. Yet, nevertheless, most people think they are going to be the next iPod.
And it’s foolish thinking like this, that costs you loads of wasted time, energy, and money.
Put it this way, I’ll take a proven good or service any day over something new. Remember, for 99.9% of us, the money’s in your marketing, NOT in your product.
Sadly, “zero” is a response – so keep these 3 legs in mind.
Alrighty, I’m off to the beach with my family, so make sure you pay close attention to these things, and if you think this kind of information is worthwhile, and you haven’t yet gotten your hands on my book, then stop freeloading and get your hands on it, now. You’re not going to make any real money unless you actually spend some of your own.
Not my rules, just the rules of life. There are more strategies in this book, that’ll make you more money… than you’ll ever need.
Now go sell something, Craig Garber
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