How To Write Super-Effective Ads and Sales Letters!
"The more things change, the more they stay the same". That saying couldnīt be more true, especially when it comes to writing ads and sales letters.
The same things that worked fifty years ago, continue to work today. Yes, times and technology has changed, but people havenīt. At least, not the way we react to an effective advertisement.
When writing an ad or sales letter, there are two critical points you must NEVER, EVER forget:
1. Most people donīt make a buying decision based on logic. They make a buying decision based on their emotions.
2. People donīt want to feel like theyīre being coerced or pushed into anything. They want to feel like they arrived at a buying decision completely of their own free will.
Go back and read point number two again. Thatīs a very fine line. But you MUST learn the distinction, if you want to master the art of writing effective sales material.
Actually, writing effective sales material is quite simple, really. In fact, Iīm going to teach you all of the basics in this article today. And if you consistently apply those basics, youīll see your income skyrocket!
Hereīs the key: You MUST write every single ad and sales letter using the following classic AIDA formula:
A=ATTENTION
I=INTEREST
D=DESIRE
A=ACTION
Letīs break down each letter, so that you can understand the full import of the formula:
A=ATTENTION: The very first thing your ad or sales letter must do is get your prospects attention. The very best way to do that is with an effective headline.
So, whatīs an effective headline? An effective headline is any headline that answers this question: "Whatīs in it for me"? Thatīs all your prospects really cares about. Whatīs in it for them? Hereīs an up-to-the-second example of an effective headline: "How To Write Super-Effective Ads and Sales Letters"!
So, what makes the title of this article an effective headline? Two things: First of all, I answered the "Whatīs in it for me" question. Secondly, the headline made you read this article.
And that my friend is the whole point! You want prospects to read your sales material!
Now, we come to the second letter in the aforementioned AIDA formula: I="INTEREST". After you get your prospects attention, you want to get them "INTERESTED" in your product or service. You do that by immediately telling them what your headline promises. You donīt waste their time with a bunch of fluff and garbage that nobody but you cares about.
Tell them what they want to know, starting with the very first paragraph, and continue to tell them, right through to the very last paragraph. If you keep them interested, theyīll keep reading, right to the very end.
Next comes the third letter letter in the formula: D="DESIRE". You have to make your prospects "DESIRE" your product or service. And the way to do that is with benefits, benefits and more benefits!
Remember, just keep telling them what your headline promised. Also, tell them what they stands to gain by purchasing your product or service. More importantly, tell them what they stand to lose, if they doesnīt purchase.
Push their emotional "hot buttons", by using magic selling words like, new, save, amazing, free, guaranteed, security, no-risk, look younger, feel better, etc!
Now we come to the last letter in the formula, but certainly not the least: A="ACTION". You want to close your ad or sales letter with a call to action! In other words, ask them for the order. Itīs important to ask for the order at least three times, preferably six or more.
Here are a few examples of effective closes:
1. "Just click on the button below to order NOW, Risk-Free"!
2. "To get your FREE website, Order NOW"!
3. "Donīt waste another minute! Order NOW"!
Something else thatīs very effective is to include a post- script (P.S.) at the end of your ad or sales letter. Your post-script should include an enticement of some sort, to get your prospects to order NOW. You should also use the post-script as a final call to "ACTION"!
Hereīs an
example of an effective post-script:
P.S. "Donīt forget, if your order within the next ten days, youīll also receive a personalized calculator mouse pad FREE, with your companyīs name embossed in gold lettering! Order NOW"!
You can also use a post script to tie everything together, by summarizing your most important benefits.
Another reason that you should use a post-script is strictly elementary. Studies have shown that most people, when reading an ad or sales letter will read the headline and then immediately zoom right down to the bottom of the page to check out the price and see if your offer is anything that theyīd be interested in.
Anyway, thatīs it. Thatīs "How To Write Super-Effective Ads and Sales Letters"!
Follow the formula faithfully and it will rarely let you down.
And remember, when writing your ads and sales letters, ALWAYS, ALWAYS, ALWAYS keep in mind that one question we all want to know: "Whatīs in it for me"?
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