How to write ads that work!
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This is an interesting guest post written by Mike Schwagler on “How To Write Ads That Work!”
If you’ve been digging around at the library and gotten into the archives of the masters you’ve almost certainly discovered the formula of AIDA = Attention, Interest, Desire and Action. that’s a good start, but this is how it’s really done.
As you write your piece, try to get into the head of your client or prospect. What exactly are they looking for and how would they benefit from using your product or service? Furthermore, how would they benefit by buying from you rather than a competitor. So.. give it a shot.
Just one thing.. make sure you budget a whole bunch of time - even a short piece can take a non-writer as long as 10 to 20 hours to get right.
Here you go:
1. Headline (the “Attention” part)
This is, by far, the most important element - this has to be a big, bold promise of some kind. Give them a reason to read the next line.
2. Sub-Headline.
Just as the purpose of the headline is to get you to read this line, the purpose of this line is to get them to read the next line. Plus, backing up the promise is really important.
3. Benefits (sort of today’s version of “Interest.”)
Use the benefits of your product (as opposed to features) to put your prospect smack in the middle of the picture. How should your customers feel when they’re using it? How would they feel if they missed out?
4. More Benefits.
Skepticism is high these days; it takes a lot to convince people.
5. Proof.
Testimonials work. Amazing facts are always good. Easy-to-understand statistics help, too. That sort of thing. Prove that your product does what you say it will do.
6. Risk Reversal.
How about a money-back guarantee? There can be no risk whatsoever.
7. Photo.
This isn’t required, but it will definitely increase your response rate. Show someone enjoying the product. Illustrate the benefits. Even a photo of you, which personalizes the piece and makes it seem real, helps a lot.
8. Offer. (Just one, though)
You have to offer something. It’s amazing how many ads are produced without an offer. “It’s important to get your out name out there,” is the reason heard most often. Sorry - without an offer, your ad is dead. Nothing happens.
9. Call to Action.
You must ask your prospect to do something. Really! If the rest of the ad is reasonably well-structured, people will act - they’ll take advantage of your offer and do exactly what you ask them to do. This is where your ad can become your best salesperson.
10. Reducing the Resistance to Accepting Your Offer.
It’s that guarantee again. And it’s OK to mention it more than once - reducing your customer’s risk to zero is really important.
Now.. if you really want to kick it up a notch:
11. Create a Sense of Urgency.
Use language like: “Just five days left..,” “Only 12 lucky golfers will..,” “Take advantage today and you’ll also get..” You know what I’m talking about, right?
So there you have it. Try writing a couple different versions and split up your mailing or post two different web pages to see which one draws responses. That’s how it’s done..
About the Author: Mike Schwagler is a direct response copywriter with over 20 years experience in industrial sales and marketing (B2B) in a wide variety of areas, including highly technical and scientific products, product assembly and services. He’s also worked direct to consumer with over 12 years in residential real estate sales. You can check him out at http://biznik.com/members/mike-schwagler.
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10 Steps to a successful home-based business!
Starting a home-based business was always a dream of mine. Today, millions of people aspire to become entrepreneurs and start their own home businesses but for some reason or another never really get around to it. Whatever your desires and motives are, below are 10 basic successful steps to starting in your own home-based business.
1. What it means to be an entrepreneur
- Are you a risk taker? Do you see opportunities and go for it? Do you have your own creative ideas that can benefit others by helping them achieve their wants and/or needs? As an entrepreneur, these questions are important. Answer them and make your decision!
2. Being Computer Savvy
- Computers are key to any business especially an online business. Learning a word processing software such as MS Word, Word Perfect, Outlook Express, etc. will enable the growth of your business. Do you have computer skills?
3. Being Internet Savvy
- Build your own website/blog and consider marketing your business. You can market via email, networking, and creating a newsletter featuring your products and valuable information and tips on how this product will add value to your customers. Have you started your own website/blog yet?
4. Start a business you’re passionate about
- My passion is business. I enjoy writing and publishing business articles and products which helps me succeed with my own home-based business. Find your hidden talent and start building your own business at home. Begin by making a list of all your hobbies, interests etc., that will help you get ideas to implement. When you do something you love, it is fun and not work!
5. Obtain a business license
- It is imperative to have your business legally prepared. You need to have a business license, a home occupation license, if running your business from home, a city or county license, (depending on what state you live) plus you need to register your business as fictitious if you are not using your name as a business. For instance, If John Doe has a business name as John Doe’s Grooming Parlor, a fictitious name isn’t necessary.
- When opening a business in your residence, additional information is required. Some businesses require more than a city license to be fully licensed. Please check with your local city & state office for detailed information.
- While it is my understanding that there are many businesses who are operating “under the table”, so to speak, I highly advise against this practice. If you are just interested in selling a few things out of your home, don’t worry about this section, as you should not have any form of tax liability for selling your own belongings. However, if you start a business to make some money, you need to look at the legal aspects of running a business. Eventually, those who operate under the table will be caught.
- If you are running an Internet business it is not as anonymous as some people may believe. Keep in mind, the government designed the Internet in the first place! They know how it works! Legalize it and you will sleep better at night!
- It really is simple. This is not as complicated as you think, so don’t worry! I know I fussed and fretted over this for a good while and when I actually went “legal”, I kicked myself because the process was so simple.
- Determine the type of home business you want to start. Sole Proprietorship, Partnership or Corporation. A sole proprietorship is the least costly and least complicated way to set up your business. Remember that a sole proprietorship is totally dependent upon your ability to work and have good ideas for growth. There is no other person in the business to rely on.
Read the rest of this entry »
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