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.
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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 office.microsoft.com/e
n-us/FX011387391033.aspx
His firm’s clients have included Volvo,
The Prudential, Merrill Lynch, Eastman
Kodak, Gannett, Equifax Europe, the
Economist Group and countless small
businesses.
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