HOW TO CREATE SUCCESSFUL ADVERTISING COPY

Writing effective copy for ads, web pages, sales letters and other marketing communications isn't difficult when you know what works. Below is a list of 5 "rules" you can follow to create a successful advertising copy. These rules apply to writing copy for any type of marketing communication.

1. Define the goal of your message
Define what you want your message to accomplish before youbegin writing. Do you want to generate inquiries (leads)? Doyou want to get orders? What action do you want readers totake? How do you want them to respond? Put your goal inwriting and refer to it often as you develop your message.Everything you write should directly support this goal. Getrid of anything that doesn't.

2. Know your audience and what they want
Maybe everybody CAN use what you sell. But one targetedgroup WILL be most likely to buy it. You can discover thatgroup by defining the characteristics of your bestcustomers. Once you know your audience and what they wantyou can personalize your writing to appeal to their specificinterests.
TIP: Advertising copy produces the biggest response wheneach reader can believe the message was written specificallyfor them. As you write, visualize you're writing to oneperson instead of to a large group of people. This will helpyou write in a less formal and more personal style.

3. Appeal to their self-interest, not yours
Customers don't care about you, your product, your company,or your professional qualifications. They only care aboutthe benefit they get from buying your product or service.The only thing a customer wants to know about your 1/2 inchdrill is that it's guaranteed to give them a 1/2 inch hole.Keep your ad copy focused on the benefits you provide.

4. Make an emotional appeal, not a logical one
Your ad copy should dramatize the feeling your customers getwhile enjoying the benefits provided by your product orservice. Get them emotionally involved so they want to startenjoying those benefits immediately. Use word pictures andreal life stories to draw readers into your message.

5. Don't give them any choices
You may spend a lot of time writing your sales message andgetting it "just right". Unfortunately, your prospects willrush through it and make a fast