"Half of all the money I spend on advertising is wasted, the trouble is, I don’t know which half!” - John Wanamaker
"When I write an advertisement, I don’t want you to tell me that you find it ‘creative.’ I want you to find it so interesting that you buy the product.” - David Ogilvy
This week we’ll explore another of the Effective Advertising Principles:
Write It How You Would Say It
Knowing your target market, the best medium to reach them and what offer will compel them to act are the foremost factors involved in effective marketing. But, unless your advertisement gets read (or seen, or listened to), you’ve got zip!
When you create adds, always apply the AIDA formulae and test before approving them.
Attention - Does it grab attention?
Interest - Does it stimulate interest?
Desire - Does it create desire for your product?
Action - Does it demand that the reader takes action?
When you’re writing headlines and copy, keep these principles in mind:
Don’t be pretentious, or use big words, complicated messages, or flowery phrasing, just keep it simple.
Don’t be patronising and don’t boast. Who cares if you’re the “biggest and best”, been around the longest, have 120 years of combined experience etc? Your customers are all listening to the same station WIIFM - “What’s In It For Me!”
Write the way you speak - and speak clearly.
Everyone loves enthusiasm so be enthusiastic when you’re writing. You love your product or service, so let it show through. As long as you’re genuine, people will respond to positive, enthusiastic writing.
Be honest and believable.
Don’t be afraid of using too many words. If you’ve got a good story to tell, tell it. If people are interested it hey’ll keep reading
Think about it: If you’ve set your mind on buying a new car next month, you’ll read everything you can about that car - even stuff you might not ordinarily be interested in, like the intricate mechanical details - to fulfil the need to convince yourself you’re making the right decision.
When you’re writing your copy, imagine you’re a salesperson sitting face-to-face with a prospect. Write as if you’re just addressing one person, honestly and enthusiastically.
And lastly, try not to be too “arty.”
To Your Business Success