This is part six of our series on effective advertising, if you missed part five you can check it out here: “Incoporating Proof and Believability” Also known as the unique selling position, the USP is often one of the most oft-misunderstood elements of a good sales letter. It’s what separates your product or service from [...]
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This is part five of our series on effective advertising, if you missed part four you can check it out here: “Pushing Emotional Hot Buttons…” When your prospect reads your ad, you want to make sure he believes any claims you make about your product or service. Because if there’s any doubt in his mind, [...]
Read MoreThis is part four of our series on effective advertising, if you missed part three you can check it out here: “Emphasize Benefits, Not Features…” This is where research really pays off. Because in order to push those buttons, you need to first know what they are. Listen to this story first, and I’ll tell [...]
Read MoreThis is part three of our series on effective advertising, if you missed part two you can check it out here: “Focus on Them, Not You…” What are features? They are descriptions of what qualities a product possesses. The XYZ car delivers 55 miles per gallon in the city. Our ladder’s frame is made from [...]
Read MoreThis is part two of our series on effective advertising, if you missed part one you can check it out here: “What Is Advertising?” When a prospect reads your ad, letter, brochure, website etc., the one thing they will be wondering from the start is: “what’s in it for me?” And if your copy doesn’t [...]
Read MoreIs it something to be regarded as a work of beauty or art? Is it clever slogans or amusing prose? Is it workmanship to be judged for an award or recognition? It’s none of the above. Advertising is salesmanship multiplied. Nothing more. And advertising copy, or copywriting, is salesmanship in print. The purpose of a [...]
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