Direct-Response Copywriting: 5 Ways To Write A Good Advertisement
On Friday, I’ll be announcing the date of my book launch. The warehouse just received BOXES of of “How To Make Maximum Money With Minimum Customers,” so there’s lot of excitement coming your way, soon.
Last night I was signing a few copies of these books, and this was a very strange experience. One of those things you do which I’m sure becomes normal over time, but that gives you an odd feeling when you first do it.
You’ll have a number of very compelling marketing video lessons to learn from, during this launch. I flew up to New York and filmed them last month, at various places around the city where I used to hang out growing up there as a kid. These clips show you practical application of the strategies I used to make a hair north of $578,000 with a small online list of less than 5,000 names — and with NO advertising and no big-name “JV” friends to help me.
In fact, this book shows you how the little guy can still win big, even today.
Anyway, to participate in the launch and to get three free chapters of the book before it gets released, make sure you go to http://www.kingofcopy.com/max
And now let’s get busy with some important marketing information:
One of the very first books I read about writing copy is a little-known book by an outstanding copywriter by the name of Vic Schwab. Schwab owned an ad agency and I believe he was one of marketing legend Maxwell Sackheim’s teachers.
In the opening of Schwab’s book, which is called “How To Write A Good Advertisement,” he discusses that there are five fundamentals in writing a good advertisement.
1. Get attention.
2. Show people an advantage.
3. Prove it.
4. Persuade people to grasp this advantage.
5. Ask for action.
Let’s talk a little bit about showing people an advantage because this is often overlooked.
The first thing you need to understand is, the advantage you want to show your prospects, should really just be focused on answering one question: “What is the advantage of using THIS particular product, over all the other ones out there?”
But most people don’t understand this.
Most people spend their time preoccupied with trying to show there’s an advantage of using this product, over doing “nothing.” But this is irrelevant.
See, the people who want to buy your product, are already familiar with what you’re selling. What they might not know, however, is why they should buy from you over your competition.
Do you have a specific process that’s better? Are your results guaranteed? Is it easier to use? Is it more cost-effective? Does it last longer? Does it come in colors that match your living room furniture?
What is it’s advantage?
When you come up with the answers to this question, and when you can clearly explain this advantage, not only do you have your product differential, but in many cases, you’ve also discovered your entire business differential and your entire basis of existence, for that matter.
And once you’ve done this, you’ve solved LOADS of marketing problems for a long, long time to come.
Now go sell something, Craig Garber
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