Make your marketing Pop!
So, let’s talk about what to actually ‘say’ or ‘write’ in your advertising or marketing communications.
There are five major components to good advertising copy, and the order in which you use these components is essential to success. They are:
- 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, what you need to think about are the unique benefits your products/services offer and showcase them as persuasively as possible. You need to emphasize results, not features.
Let’s take a minute to focus on each of these components:
- Command Attention: This is usually achieved with a strong headline. You need an attention-getter that compels people to want to know more about your product or service. The very best headlines usually give a vivid portrayal of the benefits or show how a problem can be avoided if the customer uses your products/services. So, the headline is the advertisement for the advertisement!
- Showcase the 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. You should Include useful, factual and easily understandable information to show precisely what the benefits are, how they are going to help the customer or solve their problem.
- Offer Proof: This is where you backup with proof what the advertisement is offering. You should establish that you have a step-by-step method to deliver. Consider sharing information that establishes credibility and demonstrates the positive results that previous customers have enjoyed.
- Persuade: You need to add as many compelling reasons as you can think of for your potential customers to purchase your products/services. Examples might be if use a hard sell approach and create scarcity (e.g. Today only or ‘only 25 available’). This will enact your potential customers to feel like they have to act now. However do not ‘make up’ the scarcity. Don’t say that something is available ‘today only’, when in fact you have been offering it at that price for the last 3 months and intend to continue offering it at the same price going forward – that’s just plain dishonest. Same thing for the ‘limited stock available’. If you are making a digital pdf report available, don’t say you only have 50 left, because that’s just taking people for fools because there is no limit to the number of pdfs you have. It’s okay of course saying that you will only take on 50 customers, and only those will be given the pdf. Which leads into the last component.
- Call to Action: You need to compel your potential customers to take action and DO something. They need to go to your website, subscribe to your newsletter or podcasts, buy your products, contact you about services…anything. Offer a freebie like: a booklet, a product sample, bonuses, a product demo, a consultation, a limited time price…and so on. There are many ways to get potential customers excited about ordering and help them feel like they are getting an amazing deal.
Really good advertisements include all of these different 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.