There are the five major components to good advertising copy (and the order of these is essential to success):
- Command Attention
- Showcase Benefits of Products/Services
- Prove the Benefits
- Persuade People to Embrace the Benefits
- Call to Action
Advertising is sales in print. So, you need to think about the unique benefits your products/services offer and showcase that in a persuasive way. Always emphasize results—not features.
Let’s take a minute to talk about each of these components.
- Command Attention: This is usually accomplished with the headline. You need an attention-getter that makes people want to know more about your products/services. The best headlines give a vivid portrayal of the benefits or show how a problem can be avoided with your products/services. The headline is the advertisement for the advertisement.
- Showcase Benefits: You have to showcase the benefits of your products and services. More importantly, show how they will solve or prevent a problem. Potential customers need to know what’s in it for them. Include useful, factual, and clear information to show precisely what the benefits are and how they are going to help them.
- Offer Proof: This is where you prove what the advertisement is offering. You need to establish you have a method to deliver. Consider information that establishes credibility and past performance.
- Persuade: You need to add compelling reasons for your potential customers to purchase your products/services. Use a hard sell approach and create scarcity. This will cause your potential customers to feel like they have to act now. Which leads into the last component.
- Call to Action: You need to compel your potential customers to DO something. They need to check out your site, sign up for your newsletter, purchase your products, contact you about services. Something. Offer something very useful for free. Booklet. Sample. Product. Bonus. Demo. Consult. Limited time price. The list is almost endless. There are lots of ways to get potential customers excited about ordering and help them feel like they are getting an amazing deal.
You can sit down and think through any one of these components. Then figure out how to best place them together most effectively.
We can help you with this too. Try our FREE test drive to learn how to put together great advertisements from some of the best in the business.
As the name implies, Direct Response Marketing demands a direct response from your potential customers. This type of marketing is used to answer questions, present your branding, products, and the reason you do what you do. Customers love this, as they are offered the opportunity to response, whether that be in the way of signing up for a newsletter, posting a comment on your site or blog, or purchasing a product from you.
So, what does direct response marketing look like? Well, it comes in many forms, including
- Direct mail
- Print ads
- Radio and TV ads
- Coupons or other incentives
Some of the advantages of direct marketing are
- Uses free time during lulls in business
- Communicates and empowers you to create more relationships
- Up- and cross-sells to current customers
- Low cost way to rustle up new business
- Leverages small sales, turning them into large sales
- Supplements to your current marketing program
- Reaches target markets in a cost-effective manner
- Offers measurable results
- Reaches outside your local area for new business
- Increases the effectiveness of your sales force
These are all great things that can come from just taking a few simple steps to putting together a direct response marketing plan and executing it.
“I honestly don’t think you’ll ever find a safer, lower-risk, higher-profit method of increasing your business or profession than direct-response marketing.” (Jay Abraham, expert marketing strategist)
Direct response marketing is one of the best ways to launch your business on a large scale and reach out to everyone in your target market whether they are in your local area or not. Our FREE test drive can help you put together a great direct response marketing plan and get you on your way to heightened success.