Archive for the ‘Advertising’ Category

1. Feature powerful benefits

2. Use “punchy” or unusual words so they attract more attention

3. Use the word “YOU” or at least imply it (eg. How to)

4. Mention your Unique Selling Proposition

5. Be very specific with your claims. Specific numbers attract more attention eg. 732 instead of 700

6. If your product appeals to a specific target audience, flag down the audience in your headline eg. Vegans …

7. If you have a powerful guarantee, mention it in your headline

8. Always write the headline in upper and lower case

9. If you’re making a shocking statement, use an exclamation mark

10. Put your headline in quotation marks and your reader will perceive it to be a quote

Could your headlines do with a make-over? Ask about our headline make-over service. Our expert copywriters will cast a quick eye over your marketing piece and come up with 3 new and powerful headlines for you to test.Call us on +617 3353 1107.

Certain members of the community wield great influence over the buying public. With that, their opinions are treated like gold. For instance, when a doctor recommends a health solution, people listen.

The same goes for your accountant. Your accountant is seen as the “trusted advisor” to business. So when an accountant recommends a solution to their business clients, those clients listen. Think about it. When your accountant gives you advice, how often do you sit up and take notice as compared with any other advisor who gives you advice.

There’s also the dentist. When a dentist recommends a certain toothpaste we believe that toothpaste is the best.

Also, University lecturers wield authority and power over their students and so their opinions and recommendations are highly respected.

The Power Persuasion Principle is the reason why we see Doctors endorsing health supplements. And that’s why we see Olympians endorsing breakfast cereal too. It’s also why we see dentists advertising toothpaste. And – it’s why we see high profile veterinarians promote dog food. Read the rest of this entry »

This highly acclaimed advertising book is absolutely brilliant. Just fill out your details below and we’ll send you a link (copyright-expired in the Public domain).

This book is widely recognised in advertising industry as being an absolute must-read for copywriters and anyone else who is serious  about being in advertising. So arrange your copy now.

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Kris Mills - Founder, Words that Sell

Direct response copywriter, Internet marketer, Marketing Coach

Whether you’re a professional copywriter, a marketer, a sales person or your business hires copywriters, marketing people or salespeople you’ll know that when it comes to promoting your product or service people often focus on trying to write copy or communicate only the benefits of a product … how the product or service will transform the buyer’s life in some way. How it will help buyers solve that problem.

Trouble is, not every product is perfect. In fact, many products have a flaw … a flaw that, if not written about or communicated in the right way, can detrimentally effect sales.

What’s the solution? Read the rest of this entry »

Aussie readers may know that Kraft Foods has just released the name of its new-look Vegemite after running a much-publicised competition to come up with a new name. And you’ll probably also know that there has been an uproar with virtually the whole nation bagging the new name, “I-Snack2.0″.

First, let me say that Kraft involving their customers in the naming process is a fantastic idea. It gives them power. It achieves buy-in on the new product. It creates loyalty. All awesome stuff. Plus, it gets Kraft a lot of publicity.

But what happens when that power you give to the customer blows up in your face?

Read the rest of this entry »

Next time you’re writing sales copy, consider this when you’re marketing to women or men, specifically …

As a marketing professional you obviously know your product well, so you’ll know that the needs of your men clients are different to those of your women clients. And salespeople, you’ll know that when you’re selling in a face-to-face situation you’ll highlight certain features to women and other features of the product to men - that goes with the territory.

You’ll probably know too that the same goes when you write sales copy … Read the rest of this entry »

1. Inject your personality into everything you write including your Yellow Pages ™ ad.

You’ll be amazed at the response. No-one wants to read boring and stuffy legal-ease. It makes them switch off. But - if your copywriting is engaging to read, your reader will read it, even if it is on the wordy side.

2. A friendly copywriting style builds a warm and lasting relationship with your prospect.

People like dealing with people they like and won’t deal with people they don’t like so make them like you.

3. Write as you speak

When writing your Yellow Pages ™copy, tell your reader what’s in it for them. Your readers are selfish. They really don’t care who you are. They just want to know how you will improve their lifestyle. So …

4. Describe the features of what you’re selling as benefits.

Some benefits could be that they’ll save money, they’ll save time, they’ll be envied by their friends… the list goes on.
In your copywriting, paint a picture of how your product or service will transform their lives. Spell it out.

Read the rest of this entry »

Each year businesses spend a small fortune on Yellow Pages advertising. It’s perhaps one of the largest single investments you’ll make in advertising all year so it makes sense to ensure your ad packs the biggest punch — and gives you the very best return on your advertising dollar.

Doing this is simple if you know the right formula. I’ll share this formula with you inside this article.

Unlike with press advertising, people looking in the Yellow Pages are ready to buy right now. While on the surface of things that’s great news, the challenge is that you need to ensure that your prospect sees your ad first and acts upon it … amongst the sea of competitor’s ads.

Read the rest of this entry »

There are so many elements that play a very important part in every ad, sales letter, brochure or any piece of business communication that you write. And one of the most important elements is the headline.

The headline of your piece will either makes your reader so excited they’ll want to read the rest of your ad, letter etc. or it will make them switch off completely.

Here are some tips to help you do that.

Read the rest of this entry »