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The most
important aspect of any business is selling the product or service.
Without sales, no business can exist for very long.
All
sales begin with some form of advertising. To build sales, this
advertising must be seen or heard by potential buyers, and cause them
to react to the advertising in some way. The credit for the success, or
the blame for the failure of almost all ads, reverts back to the ad
itself.
Generally,
the "ad writer" wants the prospect to do one of the following:
- Visit the store
or website to see and judge the product for himself, or immediately
write a check or use a credit card and send for the merchandise being
advertised.
- Phone for an
appointment to hear the full sales presentation, or write for further
information which amounts to the same thing.
The
bottom line in any ad is quite simple: To make the reader buy the
product or service. Any ad that causes the reader to only pause in this
thinking, to just admire the product, or to simply believe what's
written about the product - is not doing its job completely.
The "ad writer" must know
exactly what he wants his reader to do, and any that does not elicit
the desired action is an absolute waste of time and money.
In order
to elicit the desired action from the prospect, all ads are written
according to a simple "master formula" which is:
- Attract the
"attention" of your prospect.
- "Interest" your
prospect in the product
- Cause your
prospect to "desire" the product
- Demand "action"
from the prospect
Never
forget the basic rule of advertising copywriting: If the ad is not
read, it won't stimulate any sale; if it is not seen, it cannot be
read; and if it does not command or grab the attention of the reader,
it will not be seen!
Most
successful advertising copywriters know these fundamentals backwards
and forwards. Whether you know them already or you're just now being
exposed to them, your knowledge and practice of these fundamentals will
determine the extent of your success in your home business.
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