Advertising Tip#10: USE TAKEAWAY SELLING TO INCREASE THE URGENCY When you limit the supply of a product or service in some way (i.e. takeaway selling), basic economics dictates that the demand will rise. In other words, people will generally respond bet

Advertising Tip #9: THE STRUCTURE OF AIDA There’s a well-known structure in successful sales letters, described by the acronym AIDA. AIDA stands for: • Attention • Interest • Desire • Action

Advertising Tip #8: WRITE TO BE SCANNED Your layout is very important in a sales letter, because you want your letter to look inviting, refreshing to the eyes. In short, you want your prospect to stop what he’s doing and read your letter. If he sees a

Advertising Tip#7: THE MORE YOU TELL, THE MORE YOU SELL The debate on using long copy versus short copy never seems to end. Usually it is a newcomer to copywriting who seems to think that long copy is boring and, well…long. “I would never read that m

Advertising Tip#6: THE HEADLINE If you’re going to make a single change to boost your response rate the most, focus on your headline. Why? Because five times as many people read your headline than your copy. Quite simply, a headline is…an ad for yo

Advertising Tip #5: THE UNIQUE SELLING PROPOSITION Also known as the unique selling position, the USP is often one of the most oft-misunderstood elements of a good sales letter. It’s what separates your product or service from your competitors. In this

Advertising Tip Tip #4: INCORPORATE PROOF AND BELIEVABILITY When your prospect reads your ad, you want to make sure he believes any claims you make about your product or service. Because if there’s any doubt in his mind, he won’t bite, no matter ho

Advertising Tip #3: PUSH THEIR EMOTIONAL HOT BUTTONS This is where research really pays off. Because in order to push those buttons, you need to first know what they are. Listen to this story first, and I’ll tell you what I mean: Once upon a time a y

Advertising Tip #2: EMPHASIZE BENEIFTS, NOT FEATURES The only award you’re after is your copy taking control, so take some liberty in grammar, punctuation, and sentence structure. You want it to be read and acted upon, not read and admired! If you w

What is advertising? Is it something to be regarded as a work of beauty or art? Is it clever slogans or amusing prose? Is it workmanship to be judged for an award or recognition? It’s none of the above. Advertising is salesmanship multiplied. Nothing