Generate Headlines and Ad Copy that Sells

Generate Headlines and Ad Copy that Sells

The main aim of all sales advertising is to get
people to read your through ad and while reading
to say *yes* often enough so that they naturally
take action to...
 
(a) Enquire for more information (if this is your goal)

or

(b) To purchase the product

And it all starts with the headline... 

People decide to read your ad, or not, because of
the headline and you have approximately three
seconds to capture the reader's attention. As Jay
Conrad Levinson says in his book "Guerrilla
Marketing Excellence" Do it then or not at all." 

With this in mind a headline must gain the attention
of the reader and establish the uppermost benefit as
to why your product or service provides the answer
to a problem the reader is seeking a solution for. 
Chances are this is what attracted you to the title of
this article, maybe sales are not going as well as
you would like, or you are in the process of learning
how to write better ads and copy for your business,
or simply just curious to see what I had to say on
the subject...

The reader should not have to try to figure out what
it is you are trying to sell or how your information
can help THEM. A quick glance at your headline and
the first two sentences of your copy should quickly
inform the reader if your product or service are
what they require.
 
Start by taking the time to sit down and honesty
ask yourself ... what are the greatest benefits you
would like your product or service to provide for
your customer? Then incorporate as many of these
answers into your first fifty to sixty words so
the reader will be excited enough to read the rest
of your copy. This is crucial because the best headline
in the world will not help if your reader has lost
interest within the first few lines.

Often establishing the benefits and offering a
solution to the readers problems will also establish
a headline that draws the reader into wanting to
read what you have to say. 

If your ads still do not draw a response after
a period of time it may mean taking a closer look
the product or service you are offering...

One of the biggest mistakes that many people make,
and where many businesses go wrong according to
Bradley J Sugars author of "Cash, Customers and Ads
That Sell" is simply because - "Many people try to
advertise what they make, rather than making what
they advertise... in other words they don't tailor
their products and services to the marketplace. If
there isn't a market for your products, the best
advertising in the world can't help you out -
you can't sell the unsellable" 

Copyright © 2001 J Black