Get Ways to Write More Effective Ads Ebook . Is it something to be regarded as a work of beauty or art? Is it clever slogans or amusing prose? Is it workmanship to be judged for an award or recognition? Advertising is salesmanship multiplied .Nothing more and advertising copy, or copywriting, is salesmanship in print . The purpose of a copywriter‘s job is to sell. The selling is accomplished by persuasion with the written word, much like a television commercial sells (if done properly) by persuading with visuals and audio. A lot of advertisers make this mistake. They focus on them as a company. How long they have been in business, who their biggest customers are, how they have spent ten years of research and millions of dollars on developing this product, blah, blah. Actually, those points are important. But they should be expressed in a way that matters to your potential customer. Remember, once he‘s thrown it in the garbage, the sale is lost. Great copy is made, not born. It is derived from proven test results designed to do one thing and do it well: sell. Effective advertising doesn’t always use “grammatically correct” English. It uses short sentences, fragments. Like this. It convinces you to buy, and buy now. Period. It talks about benefits, not features. It sells on emotion and reinforces the decision to buy with logic.
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