One Last Rule Never Put Everything in Your Advertisement
One Last Rule Never Put Everything in Your Advertisement
This rule clearly states that every time you write an ad, pull out all the stops - except for one or three. Keep something back so that your customer will be pleasantly surprised.
[For example, you were promised 21 Ways … but I've given you 22. Or 33 - depending on how you count them.]
People expect ads to be full of hype. They discount your claims and promises because they've been burnt before.
In a good ad, you build up expectations. If you meet those expectations precisely, you have a satisfied customer. If what you deliver falls below those expectations, you have a dissatisfied customer - someone who won't come back. And worse: someone who'll tell all her friends about her bad experience.
Just as the best form of promotion is word of mouth, so is the worst form.
If you exceed those expectations, you have a satisfied and very happily surprised customer- a customer who'll come back and buy from you again.
You may pay the rent by making one-off sales. But the way to get rich is to create customers for life- people who'll come back and also bring their friends to you.
First impressions are Last(ing) Impressions:
As a rule, the most important impression you ever make is your first impression. It's not impossible to change that first impression. But it's VERY difficult.
Each ad you run generates dozens, if not thousands of first impressions.
That first impression will last, possibly for the reader's lifetime.
You should always work on the basis that you'll never have an opportunity to change your initial impact -that your first impression will also be your last impression.
That will be true nine hundred and ninety-nine times out of every thousand.
You can increase the power and profit of your existing ad simply by changing the way it looks- Its size, its layout and its typography - or even where you run it.
I haven't talked about copy writing although inevitably some of the suggestions I make may lead you to make changes in headlines or copy.
And I'm sure that you'll come up with some other great ways of your own.
One Last Rule Never Put Everything in Your Advertisement - To learn more about this author, visit Brad Sugars's Website.
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This is a very important rule and can make a huge difference to your advertisement.
This rule clearly states that every time you write an ad, pull out all the stops - except for one or three. Keep something back so that your customer will be pleasantly surprised.
[For example, you were promised 21 Ways … but I've given you 22. Or 33 - depending on how you count them.]
People expect ads to be full of hype. They discount your claims and promises because they've been burnt before.
In a good ad, you build up expectations. If you meet those expectations precisely, you have a satisfied customer. If what you deliver falls below those expectations, you have a dissatisfied customer - someone who won't come back. And worse: someone who'll tell all her friends about her bad experience.
Just as the best form of promotion is word of mouth, so is the worst form.
If you exceed those expectations, you have a satisfied and very happily surprised customer- a customer who'll come back and buy from you again.
You may pay the rent by making one-off sales. But the way to get rich is to create customers for life- people who'll come back and also bring their friends to you.
First impressions are Last(ing) Impressions:
As a rule, the most important impression you ever make is your first impression. It's not impossible to change that first impression. But it's VERY difficult.
Each ad you run generates dozens, if not thousands of first impressions.
That first impression will last, possibly for the reader's lifetime.
You should always work on the basis that you'll never have an opportunity to change your initial impact -that your first impression will also be your last impression.
That will be true nine hundred and ninety-nine times out of every thousand.
You can increase the power and profit of your existing ad simply by changing the way it looks- Its size, its layout and its typography - or even where you run it.
I haven't talked about copy writing although inevitably some of the suggestions I make may lead you to make changes in headlines or copy.
And I'm sure that you'll come up with some other great ways of your own.
One Last Rule Never Put Everything in Your Advertisement - To learn more about this author, visit Brad Sugars's Website.
Like this article? Share it with your friends
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