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Make Your Advertising And Marketing Pop with Adrian Ulsh
There are 5 major components to good advertising copy: (The order of these is essential to success)
· Command Attention
· Showcase Benefits of Products/Services
· Prove the Benefits
· Persuade People to Embrace the Benefits
· Call to Action
Advertising is sales in print. So you need to think about the unique benefits your products/services offer and showcase that in a persuasive way. You need to emphasize results, not features.
Let’s take a minute to talk about each of these components:
1. Command Attention: This is usually accomplished with the headline. You need an attention-getter that makes people want to know more about your products/services. The best headlines give a vivid portrayal of the benefits or show how a problem can be avoided with your products/services. The headline is the advertisement for the advertisement.
2. Showcase Benefits: You have to showcase the benefits of your products and services and more importantly, show how they will solve or prevent a problem. They need to know what’s in it for them. Include useful, factual and clear information to show precisely what the benefits are and how they’re going to help the customer.
3. Offer Proof: This is where you prove what the advertisement is offering. You need to establish you have a method to deliver. Consider information that establishes credibility and past performance.
4. Persuade: You need to add compelling reasons for your potential customers to purchase your products/services. Use a consultative approach and create scarcity. This will motivate your potential customers to feel like they have to act now, which leads into the last component.
5. Call to Action: You need to compel your potential customers to DO something. They need to check out your site, sign up for your newsletter, purchase your products, contact you about services… something. Offer a freebie – a book, sample, product, bonus, demo, consultation, limited time price… the list goes on. There are lots of ways to get potential customers excited about ordering and help them feel like they’re getting an amazing deal.
Good advertisements include all of these components and are not complete without any of them. You can sit down and think through any one of these components, then figure out how to best place them together for the most effectiveness.
The benefits you’ll get from a well-written ad are practically endless. It instantly creates an emotional reaction from every qualified prospect that hears or sees it… since it’s laser-focused on their specific hot-button issues. It lets your prospects know that your business offers them a solution to their problems, frustrations, fears or concerns.
It immediately compels them to either want to know more about what you do and how you can help them… or to possibly buy your product or service on the spot.
Since most businesses speak in terms of features instead of benefits, your benefit driven ad separates your business from all of your competition and makes your prospects feel that they would be absolute fools to buy from anyone else but you.
About Adrian Ulsh
Adrian Ulsh is the CEO for Leader Publishing Worldwide, the largest online provider of coaching services worldwide. Adrian currently works with more than 500 coaches in 24 countries advising them on building 6 and 7 figure coaching practices.
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