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Write Better Ads by Mentally Picturing your Prospect

Written by: John Brennan

Article Overview: Mentally picture your prospects - determine their wants and emotional needs - put yourself in their shoes, and ask yourself. "If I were reading this ad, what are the things that would appeal to me?"

Write Better Ads by Mentally Picturing your Prospect

Write your copy to appeal to your reader's wants and emotional needs/ego cravings.
Remember, it's not the "safety features" that have sold cars for the past 100 years - nor has it been the need of transportation - it has been, and almost certainly always will be the advertising writer's recognition of people's wants and emotional needs/ego cravings. Visualize your prospects, recognize their wants and satisfy them. Writing good advertising copy is nothing more or less than knowing "who" your buyers are; recognizing what they want; and then telling them how your product will fulfill each of those wants, Remember this because it's one of the "vitally
important" keys to writing advertising copy that does the job you intend for it to do.

The "desire" portion of your ad is where you present the facts of your product; create and justify your prospects’ conviction, and cause them to demand "a piece of the action" for themselves.

It's vitally necessary that you present "proven facts" about your product because survey results show that at least 8% of the people reading your ad - especially those reading it for the first time - will tend to question its authenticity.

So, the more facts you can present in the ad, the more credible your offer. As you write this part of your ad, always remember that the more facts about the product you present, the more product you'll sell. People want facts as reasons, and/or excuses for buying a product - to justify to themselves and others, that they haven't been "taken" by a slick copywriter.

It's like the girl who wants to marry the guy her father calls a "no good loser." Her heart - her emotions - tell her yes, but she needs facts to nullify the seed of doubt lingering in her mind - to rationalize her decision to go on with the wedding.

In other words, the "desire" portion of your ad has to build belief and credibility in the minds of your prospects. It has to assure them of their good judgment in the final decision to buy. It has to furnish evidence of the benefits you've promised - and afford them a "safety net" in case anyone should question their decision to buy.

People tend to believe the things that appeal to their individual desires, fears and other emotions. Once you've established a belief in this manner, logic and reasoning are used to support it. People believe what they "want" to believe. Your
readers "want" to believe your ad if they’ve read it through this far - it's up to you to support their initial desire.

Study your product and everything about it - visualize the wants of your prospective buyers - dig up the facts, and you'll almost always find plenty of facts to support the buyers’ reasons for buying.

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Article Tags: advertising, prospects



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