aesop.

Is Your Advertising Amoral?

You already know that a strong headline gets people to start reading

your (advertising or marketing) copy. You also know that the purpose of

every paragraph is to get people to continue to read the rest of the

copy. But what happens when people get to the end of your copy?

Each of Aesop's Fables end with a brief moral (”One bad turn deserves another” or “Appearances

are deceptive”) that summarizes the point of the story. Does your copy

end with a moral-like statement? I think of this phrase as a “toeline”

(the opposite of a headline). While a headline focuses on the benefit

to the reader, the toeline focuses on your offering with a reminder

about the benefit.

For example, if you’re selling raw, organic cat food (called Purely Cat Food), your headline might read: “Keep Your Cat Healthier Naturally“.

Your copy would describe why most commercially available cat food is

bad for cats, and by feeding your cats this food they’ll live longer

and be sick less. Most people end the copy with “Now available at your

local store”.

Instead, create a toeline that echoes the

headline. For example, “Purely Cat Food Ensures Your Pet’s Health”.

Notice it starts with the offering, then mentions the benefit.

Author:.

Jay Hamilton-Roth founded Many Good Ideas (http://www.ManyGoodIdeas.com) to help small businesses brainstorm, design, and implement effective marketing strategies. He combines creativity with common sense to demystify the process of getting great results. He has used his high-tech background from MIT to help him launch five businesses. He consults with companies in a wide range of industries and publishes a monthly marketing newsletter and daily marketing blog (http://ask.ManyGoodIdeas.com). He ...

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