Tag: advertising
Here are the Golden rules for Headlines.
-Promise a reader a benefit (whiter wash, more miles per gallon, freedom from pimples) -Headlines which contain news are sure-fire. Announcement of a new product, an improvement in an old product. Ads with news are recalled 22% more. -Don’t be shy using words such as “amazing, introducing, now, suddenly”. They have proved their worth. -Include your brand name in your headline. If you don’t, 80% of readers (who don’t read your body copy) will never know what product you are advertising. -If you advertise a product that is only bought by a small group of people, put a word in … Continue reading Here are the Golden rules for Headlines.
Put your headline below the illustration
Readers look first at the illustration, then at the headline, then at the copy. So put these elements in that order – illustration at the top, headline under the illustration, copy under the headline. This follows the normal order of scanning, which is from top to bottom. *On the average, headlines below the illustration are read by 10% more people than headlines above the illustration. -Ogilvy on Avertising, p.88 Continue reading Put your headline below the illustration
The Amazing “Face-Lift-In-A-Jar”
NOW AT LAST, YOU CAN GET IT TOO! The Amazing “Face-Lift-In-A-Jar” Used by Hollywood Stars Who Lose Their Jobs If They Don’t Look Their Best! Have you seen Tova Borgnine lately? She really looks great! In fact, according to her husband Ernest, Tova now has the skin of a teenager! And what about Ernie himself? His friends are all saying he looks younger now than he did 10 years ago. Actually, he looks so good many of his co-stars have accused him of having a face-lift. But Ernie hasn’t had a face-lift and neither has his wife Tova. Both of … Continue reading The Amazing “Face-Lift-In-A-Jar”
Looking for inspiration? Pay attention to ads you see over and over.
Now one thing I haven’t mentioned so far is that you want to be on the lookout for ads and direct mail pieces that you see over and over. What this means is whomever is running the ad has hit a nerve. And, a good way for you to make money is for you to hit that same nerve only do it better. But, and I know I’m being redundant, the most important thing to do first is to locate those hot buttons. You don’t have to guess. You don’t have to wonder. You don’t have to ask people or … Continue reading Looking for inspiration? Pay attention to ads you see over and over.
Create something to cure your customers’ cancer and not your customers’ itch.
Whenever you write an ad it should look, in so far as possible, exactly like a rave review written by a reporter.
What’s the moral here? The moral is YOU CAN DO A BETTER SELLING JOB WHEN AT FIRST IT DOES NOT APPEAR YOU ARE ATTEMPTING TO DO A SALES JOB. -The Boron Letters, Chapter 18, Gary Halbert Continue reading Whenever you write an ad it should look, in so far as possible, exactly like a rave review written by a reporter.
Paint a very detailed, very inviting picture. Feed their imagination with “word-pictures”
It will help your reader vicariously experience the wonderful benefits of owning your product or service. Like this: “And, just wait till you step into that warm inviting jacuzzi that comes with every apartment. Man oh man! The feel of that soothing bubbling water against your bare skin is just plain heaven.” “You’ve heard of the expression about how you won’t believe your eyes? Well, this one time you won’t believe your eyes. No kidding. The delightful aroma of these charcoal broiled steaks will remind you how good it feels to be genuinely hungry” “Wow! When I first felt her … Continue reading Paint a very detailed, very inviting picture. Feed their imagination with “word-pictures”
Always read your copy outloud
What happens when you read your copy out loud is that you will verbally stumble over all the places that are not smooth. Then, of course, what you do is rewrite the rough spots and read the copy out loud again. And, what you do, is you keep repeating this process till your copy is completely smooth and you can read it without stumbling at all. You see, advertising writing needs to be the best writing of all. It needs to flow from start to finish without a bump or a bubble. -The Boron Letters, Chapter 22, Gary Halbert Continue reading Always read your copy outloud
One way to increase believability is to give exact details
Instead of “most car owners” write “77.6% of all car owners”. Instead of “you can lose lots of weight” write “and the average reported weight loss over a 31-day period was 37.5 pounds for men and 26.3 pounds for women”. -The Boron Letters, Chapter 23, Gary Halbert Continue reading One way to increase believability is to give exact details
Roadmap to Billions 