How To Write Ads So Compelling That Your Readers Are Totally Defenseless – They HAVE To Respond!
What is the real secret to writing ads that are totally irresistible? It’s communicating with your reader on an emotional level! It’s communicating that you really understand his needs, want, and fear. Sure, your offer needs to pass the logic test, but it also needs to tug at something inside of your reader.
How do you reach this “something inside” your reader? You address your reader DIRECTLY in your ad. You grab the reader in your benefits filled headline addressed directly to him. Then you tell the reader more about how you can help him to experience something pleasurable, or to avoid a pain. Then you tell the reader how to take advantage of your incredible offer. That’s all there really is to writing ads so compelling that your readers must respond to.
You have to begin by identifying who you are trying to reach. Who is the ideal customer for your product… that customer who should really WANT what you offer. What is this customer like. You need to know who your customer is and what their thoughts… their concerns are. This is essential because this is what you need to address directly in your ads.
As an example, I know that many of my subscribers place a lot of ezine ads and need to learn to write better ads. I know this from survey feedback, listening on discussion boards, and even noticing what types of books they buy. So I know this is a concern. Therefore my ad (an article in this case – but the same principle) begins by addressing that concern directly. The headline says, “Here’s the solution to that problem you have been struggling with.”
If you truly know you customer it’s easy to communicate this understanding, and relate to him. Many top copywriters consider fully understanding their customers so much that they spend considerable time studying them. If they are writing an ad for a client, they may spend many hours reading the magazines their target customers read. They watch the TV shows their target market watch and they shop in the stores their target market shops in. They get to know their customers and begin to feel some of the same things they do.
You need to convey this feeling to the customer. Let them know that you understand their: – Desire to get more website traffic. – Frustration at trying to lose weight. – Disappointment at a poorly performing ad. – Dream of owning a huge house in a really nice neighborhood. – Fear of having their website or computer hacked. – Unexpressed worries over a waning sex life. – Worries about having enough to live on in retirement. – Desire to have more true friends.
When communicating your empathy to your customer use words that naturally cause emotional responses. These are numerous and there are many articles and books available on the topic. These words cause a subconscious response in people. Words such as: Love, Secret, Guaranteed, Breakthrough, Insider, Phenomenal, Irresistible, Attractive, Sexy, Foolproof, Proven. These words automatically put a person in a buying mood. It tells him that he has discovered something he has been searching long and hard for.
After conveying that you understand their problem your ad needs to convey “Here is the solution! Now you can stop looking and start LIVING!” If you have enough space the job is a little easier. If you have very little space, the headline has to get across the benefits and pull double duty.
With long ad copy, a great way to convey that you have the solution is by showing that others with the same problem are thrilled with your solution. Testimonials and authoritative statements credibly get this point across. Someone else telling how your product solved the same problem your reader has suggests it will do the same for them. This is more effective than YOU telling them the same thing. The person giving the testimonial is not perceived as having a vested interest in you buying the product.
After showing the customer you understand his needs and have the perfect answer, you need to tell him exactly what to do to grab it. Your ad should direct him to click through to your website now or he probably won’t. Your customer will think about checking out your product later but without a sense of urgency he may not. Realize that if your prospect doesn’t investigate your product when you have built all that burning desire, he probably never will. So tell the customer how to place the order or get more information without procrastinating.
Those are the basics of writing an irresistible ad. It’s really nothing more than showing that you understand his urgent need. It’s prompting him to go ahead and try your solution. Your ad should have the same feeling as you prompting a friend to trying something over a dinner conversation. That friend does it because you show understand, concern, and then encouragement to take action. Try it!
Willie Crawford has been teaching Internet marketing for
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