Apr 28 2009
What’s in an Ad
Print ads generally have four written parts: headline, support ded with nothing but negatives. Others point to the enduring effectivenesscopy, call to action, company name and a visual. Visuals are usually more important than copy because they’re more effective in attracting readers’ attention and can instantly present your product or service in a dramatic and motivating way.
Unless you’re commissioning your own original artwork or photography, the visuals you’ll use will probably be either drawings and photographs from your suppliers or non-copyrighted artwork (clip art) found in clip-art books and scrap-art computer programs. Choose the strongest visual among them, the one that best draws the eye and explains what you’re selling, and then move on to copy.
The most prominent piece of copy, your headline, must not only work with your visual, amplifying its meaning, but also attract attention with a word, phrase or sentence announcing a benefit that appeals to your target market. One expert wrote that a headline is that final, mind-changing, sales-clinching comment you’d make when leaving the office of a prospect that, until then, had respon of the standard headlines “Sale,” “Free” and “Buy now and save.” Collect ideas that are right for you from your salespeople, from the ads in your file and from advertising books. And remember it is not so much the words, but the ideas they express, that sell. Determine your message then find words to convey it.
Below the headline, support copy explains the headline’s premise and adds secondary benefits or any assurance readers might need to dispel suspicions that have been raised by the headline, such as the assurance of “same great quality” when you’re offering a “new low price.” Following this copy, as a sign-off, is a call to action urging the reader to respond – “Call for an appointment today,” or “Remember, sale ends March 21.”. Your company name, traditionally at the bottom of the ad, should include your address and phone number. Make your phone number larger to help stimulate response by phone. Add a cross street to your address (e.g., “5730 Sheridan, at La Monte”) if you’re a new business or if, for other reasons, people might have difficulty finding you.
The next step is to combine all these visual and copy elements into an eye-catching, easy-to-read ad that is formatted to the dimensions stipulated by the publication. It’s best to study the ads in that publication in advance and consider what your ad might look like in order to stand out on the page. Experiment with different layout ideas rendered in thumbnail sketches and then fine-tune your ad to fit the layout you prefer. Obviously, it’s highly advisable, if not imperative, when you’re doing ads in-house, that the person composing your ad has design experience. Not only is skill required to make an ad look right, but the quality of your ad must compete favorably with others appearing in the publication.
It’s also a good idea to prepare your ad well ahead of the deadline. This way, you can put it aside for a few days and then review the ad with a fresh perspective while there’s still time to make revisions. As a final check, lay your ad on a page of the publication where it will appear and make sure it stands out from the articles and other ads on the page.
Everyone persuades for a living. There’s no way around it. Whether you’re a sales professional, an entrepreneur, or even a stay at home parent, if you are unable to convince others to your way of thinking, you will be constantly left behind. Donald Trump said it best, “Study the art of persuasion. Practice it. Develop an understanding of its profound value across all aspects of life.”
Conclusion
Persuasion is the missing puzzle piece that will crack the code to dramatically increase your income, improve your relationships, and help you get what you want, when you want, and win friends for life. Ask yourself how much money and income you have lost because of your inability to persuade and influence. Think about it. Sure you’ve seen some success, but think of the times you couldn’t get it done. Has there ever been a time when you did not get your point across? Were you unable to convince someone to do something? Have you reached your full potential? Are you able to motivate yourself and others to achieve more and accomplish their goals? What about your relationships? Imagine being able to overcome objections before they happen, know what your prospect is thinking and feeling, feel more confident in your ability to persuade. Professional success, personal happiness, leadership potential, and income depend on the ability to persuade, influence, and motivate others.
Kurt Mortensen’s trademark is Magnetic Persuasion; rather than convincing others, he teaches that you should attract them, just like a magnet attracts metal filings. He teaches that sales have changed and the consumer has become exponentially more skeptical and cynical within the last five years. Most persuaders are using only 2 or 3 persuasion techniques when there are actually 120 available! His message and program has helped thousands and will help you achieve unprecedented success in both your business and personal life.
If you are ready to claim your success and learn what only the ultra-prosperous know, begin by going to http://www.PreWealth.com and getting my free report “10 Mistakes That Continue Costing You Thousands.” After reading my free report, go to http://www.PreWealth.com/IQ and take the free Persuasion IQ analysis to determine where you rank and what area of the sales cycle you need to improve in order to close every sale!
