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Ask and Ye Shall Receive - The Order, That Is!
by Danny Flynn
http://www.tidytileusa.com
A well-planned and properly executed marketing program
should include a sufficient commitment of capital
resources to an ongoing, well executed advertising
program.
Every ad you run must result in increased sales and
profits and an enhanced image for your company. Every ad
should make the customer a solid offer and give the
customer sound reasons to buy from you now.
Remember, the customer is sitting back and asking, "What
can you do for me?" If you're careful to answer that
question with a powerful offer and reasons to buy now,
you're on your way to advertising success~ which results
in increased sales and profits. How can you improve your
chances of increasing sales?
Let's look at some profit-producing ideas~
Follow A Proven Formula
One of the oldest and most useful formulas for ad design
is A-I-D-A, which stands for Attention, Interest, Desire,
and Action.
This formula serves as a structural blueprint. It guides
us to: (1) Get the prospect's Atten tion, (2) Foster his
or her Interest in your offer, (3) build Desire for your
product or service and (4) Generate some type of Action on
the part of the buyer. As we expand on each of these
elements individually, you'll discover for yourself how to
apply the formula to your specific situation.
Attention (The Headline)
Hit your prospect right between the eyes with a powerful
benefit headline. You have two to three seconds to stop
the reader as he or she passes by and interest them in
your benefit.
A powerful headline will (1) stop the reader (2) isolate
and qualify your best prospects, and (3) pull your reader
into the sub-heads and body copy.
How do you write the attention-getting headline? First,
carefully review all the benefits-of-use of your product
or service. Second, take your most important benefit and
weave that benefit into your headline. Use action words to
describe the benefit to one individual reader.
Here are some examples~
"Save 50% On Office Sup plies~ Send For Your Free Cata log
Today!"
"How YOU Can Create Advertising That SELLS!
"New! Amaz ing Techniques That You Can Use To Land A High-
Paying Job~ Today!"
"How To Design Profit-Producing Web Sites That SELL!"
When writing your ad to a business-to-business audience
you should keep in mind the six key benefits most likely
to get attention: 1. Save Money; 2. Save Time; 3. Increase
Sales; 4. Increase Profits; 5. Enhance Image; and 6. Boost
cash flow.
Interest and Desire (the Offer, Body Copy, Benefits~
Benefits~Benefits)
You build interest in your product or service (and the
desire to buy) by making the customer a compelling offer
and by describing as many benefits as possible in simple
and interesting terms.
Tip # 1: Top ad pros always write the ad first, then buy
whatever space necessary to display the ad message with
clarity and power.
Tip # 2: Words sell~graphic design displays the words in a
visually appealing way. No amount of trendy design will
make a poorly written ad sell for you. Good design
reinforces good copy~ it cannot take the place of it.
Tip #3: Long copy sells~ as long as it's good copy.
Action (Ask For The Order)
Now you must ask for the order. Give reasons for the
customer to buy now~and make it easy for him to do so. In
direct response marketing, this will involve a coupon for
mail orders, a toll-free order line, an e-mail address, an
on-line order form, a fax order line~any means to make it
easy and simple to order!
Take the fear out of the purchase. Give solid guarantees,.
Offer secure ordering for online customers. Show
testimonials from satisfied customers. Show what the
customer is going to lose if he doesn't order now.
This article courtesy of http://www.dbusinessopportunity.com.
You may freely reprint this article on your website or in
your newsletter provided this courtesy notice and the author
name and URL remain intact.
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