Advertising is salesmanship

One of the greatest mistakes made in advertising is forgetting they are salesmen. They try to be performers. Instead of sales, they seek applause.

Headlines

The most important part of an ad, and any other marketing material for that matter - is the headline.

Headlines on ads are like headlines in newspapers. Nobody reads a whole newspaper. People only read what's of interest to them.

We pick out what we want to read by headlines. We scan pages in newspapers, magazines, brochures and websites, to find what we're interested in. We read what attracts us, what stops us, and what appeals.

When you write a headline, you must get the attention of the reader immediately. If you don't, you've lost them for good. If your headline and first paragraph don't hook them, the rest of your copy will never be read.

"On the average, five times as many people read the headlines as read the body copy. It follows that, unless your headline sells your product, you have wasted 90 percent of your money." - David Ogilvy

The most powerful winning headlines evoke emotion as you highlight a problem that affects your target audience.

You must address the ever-present question of your target audience - why should I care about what you have to say?

Body copy

Most people think writing copy consists of being clever with words. That's not what copywriting is about at all.

Copywriting is about making someone want a particular product, or use a particular service.
Therefore you must be able to express yourself briefly, clearly and convincingly, just like a salesman.

10 tips to better copywriting

1. Good body copy starts by going right to the heart of the matter. Don't waffle or pussy-foot around.

2. The best way to write is to write as you speak - use short words, short sentences and short paragraphs.

3. Imagine you are sitting opposite your prospect as you write. Because you can see that person, you'll be much more direct, much more personal, and much closer to the right tone of voice to use.

4. Remember that the whole purpose is to make people act. To convince anyone about anything you need facts.

5. Don't bore people to death. Woo them in an interesting and unexpected way.

6. Use the word 'you' mostly, 'we' less, and the word 'I' least of all.

7. Get your benefits in order of importance. You should find you have a clear thread of reasoning running through our copy.

8. Keep your readers reading. Get them nodding in agreement. Tell them what they don't know.

9. Your 'call to action' must be absolutely clear - make it simple for your customer to accept your offer.

10. Good writing requires rewriting. Never send your first draft. Look for holes in your argument. Check your facts - and your logic. Edit yourself ruthlessly.