Feedback Form
Home Features Mastermind Forums About Advertise Blog Network Contact Be An Author

Write Better Ads by Mentally Picturing your Prospect

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.





Write Better Ads by Mentally Picturing your Prospect - To learn more about this author, visit John Brennan's Website.

Like this article? Share it with your friends

Article Feedback
 Article Feedback No article feedback found.
  Leave Your Feedback
article feedback

Article Feedback

To learn more about the Evan Elite Author Program please contact us.

About The Author


John Brennan
(Visit John's Website) John Brennan Ed.D. Dr. Brennan is President of Interpersonal Development, LLC, a training and development firm. Interpersonal Development has provided sales training and coaching to more than 3,000 sales reps from over 100 companies. A native of Australia, Dr. Brennan received his doctorate from the University of Rochester. His dissertation researched the effectiveness of Behavioral Modeling Technology in training people in interpersonal skills. While he has spent most of his career designing or delivering training, he was also a Vice-President of Sales of a training and development franchise with operations in 25 markets. Dr. Brennan has designed and delivered sales training in North America, Asia, Europe, Australia and the Middle East. He has been a guest speaker at numerous national and regional professional conferences. When Microsoft wanted Best Practices articles on sales for their web site, they called Dr. Brennan. The results are at http://office.microsoft.com/en-us/F X011387391033.aspx His firm’s clients have included Volvo, The Prudential, Merrill Lynch, Eastman Kodak, Gannett, Equifax Europe, the Economist Group and countless small businesses.

John Brennan is a Platinum author on EvanCarmichael.com
About The Author

View Author Blog
View Author Blog

View Author Video
View Author Video

Free Downloads


John Brennan's

Complete
List Of
Sales
Articles

Name
Email
Author's Free Downloads
Webinar Plan Icon Webinar Plan
Campaigns to Customers Icon Campaigns to Customers
Internet Marketing Campaigns Icon Internet Marketing Campaigns
Measure Customer Loyalty Icon Measure Customer Loyalty

More John Brennan
Counter your Customers Negotiation Tactics
Communication Breakdowns
Involving your Team in Decisions
Qualifying your Prospects
The War to Attract and Retain Sales Talent
Overcoming Objections Quiz
New Rules for Listening
How to recruit dealers to sell for you
Telemarketing When to Use it
Seven Ways to Enhance Client Relationships
Free Downloads


 
 
 


Evan Elite Authors
John Power  
Linda Richardson  
Staging Diva  
Evan Elite Authors

Become An Author
Have you written articles that would be of value to entrepreneurs? Become an expert on our site by publishing them! Expose yourself to a wide audience, drive more traffic to your website and get more sales! Click Here for details.
Become An Author

Evan's Latest Video
Modeling the Masters: Learn the true secrets behind Walt Disney's business success factors & grow your company! Video produced by Phanta Media
Evan's Latest Video

Business Opportunities
"Learn straight from Evan how you can Make a Full Time Income (And More) from a Website"

How to Start An Online Business

Click Here To Learn More
Business Opportunities



Evan's Newsletter
Get advice & tips from famous business owners, new articles by entrepreneur experts, my latest website updates, & special sneak peaks at what's to come!
Name:
Email:
Evan`s Newsletter

Free Downloads
Instant Direct Mail Icon Instant Direct Mail
Lifestyle and Leadership Icon Lifestyle and Leadership
Coaching System Icon Coaching System
4 QuickBooks Blunders Icon 4 QuickBooks Blunders
Get a Top 20 Ranking Icon Get a Top 20 Ranking
Free Downloads - Complete List

Entrepreneur Tools and Guides
Top 50 SEO Posts of the Year
Top 50 SEO Posts - 2007
Top SEO Posts of the Year
 
Fortune Hunters - CBC Entrepreneur TV
Fortune Hunters
CBC Entrepreneur TV
 
Entrepreneur Tools and Guides

SEO For Africa
SEO For Africa
Bella Afoutou Agoe, Togo,
Bella Afoutou
Agoe, Togo
SEO For Africa

If I Were A Startup...
Catherine Daw, > $4 Mil in revenues
Catherine Daw
> $4 Mil in revenues
Dana Zita, > $2.5 Mil in revenues
Dana Zita
> $2.5 Mil in revenues
If I Were A Startup... - Complete List

Famous Entrepreneurs
Howard Schultz, Starbucks
Howard Schultz
Starbucks
Ron Joyce, Tim Hortons
Ron Joyce
Tim Hortons
Famous Entrepreneurs - Complete List

Entrepreneur Advice
David Allen, Getting Things Done
David Allen
Getting Things Done
Guy Kawasaki, The Art of the Start
Guy Kawasaki
The Art of the Start
Entrepreneur Advice - Complete List

Popular Articles
(Premium Authors)

     The emerging marketing choice: fame or respect
By Mark Di Somma
     Brand talking: Wrapping your brand around Word of Mouth
By Mark Di Somma
     The new marketing question. Will they follow?
By Mark Di Somma

Have A Suggestion?
Toronto Salsa Classes / Toronto Salsa Lessons Email us your ideas on how to make our website more valuable! Thank you Sharon from Toronto Salsa Lessons / Classes for your suggestions to make the newsletter look like the website and profile younger entrepreneurs like Jennifer Lopez and Sean Combs!
Have A Suggestion?

More Evan Carmichael
More Information