Is Your Advertising Amoral?
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Free Download - Marketing 103: Branding By Jay Hamilton-Roth |
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.
Is Your Advertising Amoral - To learn more about this author, visit Jay Hamilton-Roth's Website.
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Kim CastleWith nearly two decades in the advertising and design business, with clients like Domino's Pizza, General Motors, Direct TV, Pedigree, Wolfgang Puck, Higher Octave Music, Hollywood Celebrity Products, Disney, and Paramount, as well as thousands of entrepreneurs around the world define, structure, communicate, and position their business for greater profits, BrandU(R) co-creators Kim Castle and W. Vito Montone discovered that entrepreneurs could experience the same power that big brands command for a fraction of the cost with the world's only process-based results-drive Integral approach to business creation. BrandU(R) is helping entrepreneurs grow with the power of extreme clarity from idea...to brand...to market(TM) and helping one million entrepreneurs become successful and whole so that they can make a difference in the world. Are you one of them? If you want to experience clarity all the way to the bank(TM), get started now at http://www.brandu.com. - Visit Kim Castle's Website |
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David AchesonDavid Acheson is the founder of DCJA Consultancy. DCJA Consultancy is a management consultancy business specialising in B2B sales consultancy. They offer bespoke and packaged sales consultancy including Sales Optimisation Review, Interim Sales Management, Sales & Marketing Review, 1:1 Sales & Management Staff Analysis, Management Training, Solution Sales Training, Creation of New Pay Plan, KPI's, run Customer Feedback Campaigns, assist with Recruitment, Coaching, Appraisals and set up Strategic Marketing Campaigns. David spent his early career in accountancy and then moved into sales in 1982, working in Office Equipment, IT, Advertising, Training, Outsourcing and Consultancy. He has held many Senior Positions in SMBs and Global Organisations including Head of Sales Operations & Head of Business Development. His knowledge, skills and great experience of the Sales Industry has led to David making keynote speeches and running educational sessions to key businesses through organisations including The Chamber of Commerce and Business Link. - Visit David Acheson's Website |
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