There's only one way to know if your advertising copy is any good. It's
the same way that your customer knows it—it sells!
We are not all born copywriters, but we are all born customers. As a natural born customer, you can recognize good copy…
Step outside yourself and read the copy fresh: does it reach out and
connect with you, does it hold your interest, does it promise something
real that you really want, does it convince you?
“It has been said that advertising space without good copy is like the wooden Indian in
front of a cigar store: It locates the store but it doesn't say
anything.” Thus began an article about advertising copy written
in the year the Titanic went down. What else did this sage of sales
have to say in 1912?
“Good advertising copy does three things:
First: Attracts attention.
Second: Interests the reader.
Third: Convinces the reader.
“The first mission of an advertisement… is to attract
attention. The attention of the reader may be secured by
pictures, trade marks, striking headlines… Copy must be terse,
clear cut, and to the point. It must consist of short, crisp sentences.
Long words should be avoided where possible. This is a busy
world. Few people have time for long-winded descriptions and
explanations.” (Churchill, for one, agrees: "Short words are
best, and the old words when short are best of all.")
Then and now, you know if the copy pulls you in. Even if it’s
your product—even if it’s your copy—you know. Now for
gaining and keeping interest…
“To make your advertising interesting, you must not only set
forth the merits and quality of the article advertised, but you must
make clear how it will benefit the purchaser. For example, if you are
advertising a moving picture machine for use in the home… Point
out the great benefit to be derived from the ownership of such a
machine.
“Tell how it will entertain the whole family and their friends
both young and old. How it will help to keep the boys at home in
the evenings… In selling an automobile the important thing to
advertise is… the pleasure that the car affords; the joy and
healthfulness of riding through the country… how it makes it
convenient to call on distant friends, etc. etc.
“To tell what the article advertised will do for the
purchaser in the way of entertainment, education, comfort, convenience,
etc., is really of more importance than the thing itself.”
These words may have been written over 100 years ago but it's hard
to express it any better today, which is why you’re reading them
here.
Next, the bottom line—convincing the reader. That bottom line is
right where it has been all along, because it is not drawn in the sand
of fashion; it has nothing (and everything) to do with hemlines and
bumpers. The bottom line is drawn in the unchanging human heart.
“A salesman must first sell to himself before he can sell it
to others… The advertisement that brings the best results is the
one that is written by the man who honestly believes in the goods that
he is selling.”
Does that conviction come through? You’ll know when it does,
because it’s more contagious than influenza. Ted Nicholas, "The
Guru of Direct Mail Marketing," is as savvy today as the wise man of
1912. "Certain words produce amazing results, as if by magic. All
you desire in life, including everlasting wealth, can be yours
depending on the words with which you express yourself. As with
all the great truths, once known, they seem so simple."
There’s an old saying, “Be your own best customer.”
That’s all the more true when it comes to judging your
advertising.
About The Author
coach who helps business owners and independent professionals who are
frustrated that they're working too many hours for too little reward.
Sign up for his free tips on earning more and working less at http://www.MindPowerMarketing.com
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Distributed by Hasan Shrek, independence blogger. Also run
online business ,matrix,internet marketing solution ,online store script .
Beside he is writing some others blogs for notebook computer ,computer training ,computer software andpersonal computer,Cyber Forest,internet weapon,talk about business ,business is my blood ,hasan's blog ,cyber business
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