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The words we use either cause prospects to fall asleep and move on to a different ad, or it can drive them to our desired action. What do we want the prospect or customer to do when they read the words that we have written?
This is probably the first and most often unanswered question we discover while dealing with clients. We see client's advertisements with 4 calls to action, making it not only difficult to achieve any level of success, but also create a huge drain on the advertising budget without the company even realizing that it has an issue.
One of the first things that managers need to realize is that you do not have to be a professional copywriter to be proficient at writing ads that create sales. You do however need to have a basic understanding of what an ads goal is. And what words need to be used to accomplish this goal.
Then, when good copywriting is structured with a strong Testing and Tracking plan, you get a phenomenal ad in no time.
Let me give you a quick copywriting 101 lesson.
There are 4 main part of any ad, the Headline, the Body Copy, the Offer and the Call to Action. Next, if ads are written with this principal in mind, you will be 95% ahead of your competition A.I.D.A. What does this stand for?
Attention
Interest
Desire
Action
Now, if you combine the two, you create a headline that draws Attention. You have body copy that creates interest. Your offer instills Desire and your call to action provokes ACTION.
Now, as simple as that sounds. If you implement just this simple outline, you will be much further ahead than you are now, and you will blow away your competition. Now, unless you are competing with ad agencies or marketing firms that have professional copywriters on their staff. You will dominate. Why? Because your competition for the most part is too lazy to implement anything new strategies. How do we know this? In dealing with clients over the years. This is what our studies have revealed.
If you would like to find out more about Breiter Strom's Copywriting Services, simply click here.
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