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You Need These Two Keys to Writing More Effective Ads

By: Bob Sherman

Read More About Advertising

There are two fundamental keys to writing more effective advertising that have been accepted for many years but applied by very few marketers. Today, you will recognize and grasp these keys to better ad writing so you can produce more effective ads.

The two keys are very simple and you probably already have heard them. They are "Focus" and "Test". Let's look at these keys close up so you will be able to use them right away.

First, you have to focus on your client. Yes, I understand that you have a superb product that is vastly superior to every other product offered. But, your customer will not care one bit until he knows that your product will solve his problem. It's the duty of the words you use in your advertising to persuade your prospective customer that your product is the best product for him.

Well, how can you do this? You must know your product and your customer.

You must understand every feature of your product. Suppose you're selling cars. You need to know the price, its fuel efficiency, variations in interior and exterior, how it drives on the highway, how it compares to other similar cars. And, probably a lot of considerations I haven't stated.

You also must know your customer. If you are selling cars you'll be able to meet your customer and talk about his or her requirements and desires. If you'll never meet your customer you have to envision what the perfect customer needs, wants, and desires.

Now, you must marry some aspects of your product to the needs and desires of your customer. You'll accomplish this by showing that your product's features fulfill the needs of your customers, providing a benefit to your customer. So, assume your customer desires a fuel efficient car for commuting around in the city and is concerned about air pollution. And, suppose you have a hybrid that gets 50 mpg in the city. You can state, "Since this car gets 50 mpg in the city it offers you optimal fuel efficiency which means you will spend less for gas every week and help reduce environmental pollutants."

You've used a feature of the hybrid that meets your customer's needs and wants and shown that it offers the benefits of saving money and protecting the environment. Those benefits were probably unspoken wishes in the back of your customer's mind. By actually telling your customer about these benefits you have both relived them of the need to voice them and pleased them at the same time.

When you are creating a text ad, you need to lead with your most powerful benefit. Place it in the topmost headline and let your supporting text amplify the idea of how your product provides that benefit. Smaller headings ought to list more benefits with the ad copy explaining the benefits.

After you have written the world's greatest ad copy, you must improve it. And, how do you achieve that?

You test one little modification at a time. Adjust the phrasing of a headline, or change a sentence, or how to phrase your offer. You then display the original and the new ad alternately to prospective clients. This is what's termed split testing. After an adequate amount of exposures you will be able to decide if one version is more effective than the other.

Use the more effective ad and make it the new original. Make another adjustment and repeat the process. You'll wind up with a continually improving ad that will convert increasing numbers people into buyers.

After you have mastered these two keys by focusing on your customer's desires and testing your ads, you will be a significantly more effective ad writer Your ads will perform better and you will be earning more money. That's a actual benefit from having these two keys..

Article Source: http://depositarticles.com/

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