Is this mistake killing your profits?
You think your ad or your product is important. Well maybe it is, but not to your customers. It’s important to you, your family, your friends, and your employees. But that’s as far as it goes.
Customers don’t care. They don’t wait eagerly to get your sales pitch on their computer, or in the mail.
So if you want to grab their attention – and keep it – you must do something drastic.
And to do this, you must understand how to structure your ad.
So let’s consider the components of your ad.
1. Your TITLE
Most important!
Your title waves down the reader. It shouts, “Hey, read me now!”
And what is that vital, not-to-be-missed thing that should stop your reader in his tracks? Is it your crash hot product?
No! Chances are they’ll pass right by your ad. They might have a mild interest in your product, but you’d better be able to seize their attention, to reach out and grab them by the throat in order to make your case.
You accomplish this by featuring a benefit in your title that is so potent, it can’t be passed over.
Look, you have only a few seconds to hold their attention.
So you’ve got to roll out your biggest, loudest gun right away – prominently. Make it so irresistible that only an idiot would pass it by.
Now I shall share with you a colossal one-word change in an ad that has doubled results – and can double results for you.
Here it is:
The word is “YOU”.
So think of ways you can include words like “you” or “your” in the title. “You” words instantly attract the reader’s interest.
2. Your BENEFITS
It’s vital that you don’t talk about yourself, your business, or your products.
This is one of the most costly errors you can possibly make.
Customers care about themselves, their problems, important goals they’d like to achieve, and the things that will make their lives easier or better. That’s just human nature.
This means you focus on your readers – their wants, their problems. Talk about how they can get rid of their problems, and get what they want by having your product or service.
It boils down to this:
You have pain? Get product. No more pain. You have want? Get product. Your want is fulfilled.
Here’s what you do. You create a powerful customer benefit headline. You speak directly to the customer.
Read your copy for “feel”. Imagine you are the reader. Does it make you feel like you and the writer have a lot in common? That you have the same problems, goals, and aspirations? That “feel,” that sense of warmth and empathy, can substantially boost your sales.
3. Your OFFER
Again, make it personal: “You will receive…” “You will save time and money.”
So have fun re-working that ad. Here’s to success!
Jonathan Gray has been helping people succeed in small home businesses for over three years. To discover some powerful tips and strategies that can help you write high impact copy, go to http://www.businessrich.com
