Copywriting
Whatever claims you use to gain attention, your letter or ad should tell your sales story as completely as possible. Use all of your good arguments. Cover every phase of your subject. One fact may appeal to some, and one to another. Omit any one fact and a certain percentage will lose that fact which might have convinced them to take action.
People are not apt to read advertisements twice. No more than you read a news item twice, or a story. In one reading of an advertisement one decides for or against a proposition. And that operates against a second reading. So when you want to get hold of the reader, present every claim that you have.
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The best advertisers learn how appealing claims are by testing, and by comparing results from various headlines. Gradually they accumulate a list of claims important enough to use. All those claims appear in every ad thereafter. The advertisements seem monotonous to the person who reads them time and time again. A complete story is always the same. But one must consider that the prospect is probably only once a reader.
And what you fail to tell them in that ad is something they may never know, and may be the reason he or she will become a customer of yours. Any reader of your ad is interested, else they would not be a reader. You're dealing with someone willing to listen. So do your level best. That reader, if you lose them now, may never again be a reader.
You are like a salesperson in a busy office. They may have tried again and again to get entry. This is the salespersons one chance to get action, and they must make the most of it.
Internet Marketing Copywriter
Traditionally, marketing advice states that you should keep your sales message short, and people haven’t the time to read stacks of information about your product and service. This is completely wrong, you should tell as much as you can about your product in all of your marketing efforts.
If you wanted to buy a new TV you would not just walk into the nearest store and buy one right off the shelf. You would want to spend time to learn about it – Is it in your price range? What is the picture quality like? How good are the speakers? Is it digital? What functions does the remote control have? Is it a reliable make? Will it look good in your living room? You will ask yourself many questions you want answers to before you can make a buying decision.
Customers like and need to have information about what they are buying because they are interested and want to be educated before they purchase. Also the more interesting and factual the information you provide about your offer, the better the perceived value will be to them. Make sure that all of your ads are tracked, so you can find the copy that tells the best story. Don’t be guided by ads that are untraced.