All sales begin with some form of advertising. To build sales,
this advertising must be seen or heard by potential buyers, and
cause them to react to the advertising in some way. The credit
for the success, or the blame for the failure of almost all ads,
reverts back to the ad itself.
Generally, the "ad writer" wants the prospect to do one of the
Visit the store or website to see and judge the product for himself, or immediately reach for his credit card or write a check and send for the merchandise being advertised.
Phone for an appointment to hear the full sales presentation, or
write for futher information which amounts to the same thing.
The bottom line in any ad is quite simple:
To make the reader buy the product or service. Any ad that causes
the reader to only pause in his thinking, to just admire the product, or to simply believe what is written about the product--is not doing it's job completely.
The "ad writer" must know exactly what he wants his reader to do,
and any ad that does not elicit the desired action is an absolute
waste of time and money.
In order to elicit the desired action from the prospect, all ads
are written according to a simple "master formula" which is:
1) Attract the ATTENTION of your prospect
2) INTEREST your prospect in the product
3) Cause your prospect to DESIRE the product
4) Demand ACTION from the prospect
Never forget the basic rule of advertising copywriting; If the ad
is not read, it won't stimulate any sales, if it is not seen, it
cannot be read; and if it does not command or grab the attention
of the reader, it will not be seen!
Most successful advertising copywriters know these fundamentals
backwards and forwards. Whether you know them already or you're
just now being exposed to them, your knowledge and practice of
these fundamentals will determine the extent of your success as
an advertising copywriter.
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