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4 Copywriting Steps to Get Results With Your Ads and Promotions
Have you ever wondered why some businesses flourish and others flounder? If you've ever had the unfortunate experience of advertising that has cost you plenty of money with little results to show for it, this article is for you. If it's the perfect client you are trying to attract, you need your message to speak to them personally. It should grab their INTEREST, build their DESIRE, stimulate their ENTHUSIAM and compell them into ACTION, a process known as I.D.E.A. The I.D.E.A. formula can be used for all of your advertising methods including articles, your website and online directory listings, business cards and brochures. Go and grab your latest creation and critique it for the following: DOES IT GRAB YOUR READERS INTEREST? Does your headline or opening sentence immediately engage the attention of the person reading it? If it is your company name or logo, probably not. Ideally it will focus on whatever your clients problem is. Questions work well here. HAVE YOU BUILT DESIRE Do you talk about the client and what they will receive from you if they use your service or product? Are you stimulating any emotional responses? Talk about what they will get from you rather than how wonderful you are!! ENTHUSIASM The enthusiasm element is closely related to desire and will naturally lead them into reading the rest of your ad or find out more. Testimonials are extremely useful for this. If your ad does not build enthusiasm they aren’t likely to move the phase that you really want, and that is action. ACTION!
You have grabbed their interest, whetted the appetite and got them enthusiastic, so now is the time for them to act. You want the to pick up the phone RIGHT NOW and make an appointment. An irresistible offer with a limited time to ad a sense of urgency is highly recommended and will make a difference to the overall response. It is also crucial that it is easy to contact you. Where possible use a landline as well as your mobile and email address if you have one. Checklist: -Does your ad talk about ‘What’s in it for the prospect’
-Does your ad make it clear what they will get?
-Are you easy to contact, do you have a landline in your ad?
-Does your ad have a sense of urgency so they act now?
-Do you talk about the benefits to your client?
-Have you tested your ad on a sample of your target market?
-Does it look professional and well laid out? I.D.E.A. In ACTION - AN EXAMPLE FOR MARRAIGE COUNSELLING (INTEREST)
Do You Feel Your Marriage Is Over Unless You Get a Breakthrough? (DESIRE)
No Marriage Shoud End That Has The Potential To Be Saved (ENTHUSIASM - try testimonials)
"My husband and I had slept in separate beds for months and had divorce papers drawn up prior to receiving breakthrough counselling and thought we had no hope, now we can't wait to see each other at the end of the day" (ACTION)
There may still be hope to save your marriage. Appointments are limited, so call us today for an obligation free inital phone evalutation on 5555 5555 and make your own great marriage possible. Other things to consider: Be sure to gauge where your calls are coming from, especially if you are using different methods to attract clients. Ask every new prospect how they found out about you. Be careful that you choose the right mediums to attract clients. For example, it is not much use taking an ad out in the seniors magazine if you are typically targeting an active sportsperson. Once you have found a method that is working for you, stick with it and increase it as much as your budget will allow. |
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