Copy-writing – A mental process the successful execution of which reflects the sum total of all your experiences,your specific knowledge and your ability to mentally process that information and transfer it onto a sheet of paper for the purpose of
HEADLINE Get attention
SUB-HEADLINE More information to further explain
PHOTO Illustrate product more fully
CAPTION Describe – one that is often read
COPY Convey the main selling message for your product
PARAGRAPH HEADINGS To break up copy into chunks
LOGO Display the name of the company selling
PRICE Let the reader know the price
RESPONSE DEVICE Give a way to respond to the ad
OVERALL LAYOUT Provide the overall appearance for the ad
The sole purpose of the first sentence is to get you to read the second sentence. Your ad layout and the first few paragraphs must create the buying environment most conducive to the sale. 1) We want them to read copy 2) Create the type of environment that causes the prospect to feel comfortable exchanging money for product 3) Want the prospect to harmonize with us Create a slippery slide! Save those great articles * Copy reflects the personality of the person writing it Never sell a product or service. Always sell a concept. Positioning - placed in a certain way to appeal to a consumer “I didn’t sell the product but rather the concept of standing in a phone booth and pulling out to the surprise and delight of those around you” Create a logical sequence flow chart (96) INTEREST AND EXCITEMENT -> DRAMA -> WHY DIFFERENT -> HOW TO PLAY -> UNIQUE FEATURES JUSTIFY PURCHASE - > LASTING PLAY VALUE -> SERVICE ASK FOR ORDER The higher the price point the more copy required to justify the price or create the need. This is a general rule unless it is a tremendous value. 1. 2. 3. 4. 5.
Look for any “that” words Edit for rhythm * Consider combining sentences Eliminate unnecessary words Rearrange thoughts so they flow better
POWERFUL COPY ELEMENTS EXPLAINED 1. 2. 3. 4.
Typeface First Sentence Second Sentence - keep momentum going Paragraph Headings a. Introduce material in the paragraph that follows. Designed to break up the copy and make it look less intimidating. Not at the very end or beginning. Could say anything. Arouse curiosity. 5. Product Explanation a. Explain complicated product simply and simple product in a complex way. 6. New Features 7. Technical Explanation a. Like to buy something from an expert. Trust. Impressed 8. Anticipate Objections 9. Resolve Objections 10. Gender 11. Clarity 12. Cliches - Avoiding 13. Rhythm a. Mixture of sentence lengths that give a sense of variety. Triad. 14. Service - Make clear 15. Physical Facts 16. Trial Period 17. Price Comparison 18. Testimonials 19. Price 20. Offer Summary 21. Avoid Saying too Much 22. Ease of Ordering Ask for the Order
THE PSYCHOLOGICAL TRIGGERS 1. Feeling of Involvement or Ownership a. let them stroll down the path 2. Honesty 3. Integrity 4. Credibility 5. Value and Proof of Value a. Justify why they are buying the best product at the best price. 6. Justify the Purchase 7. Greed 8. Establish Authority 9. Satisfaction Conviction 10. Nature of Product 11. Prospect Nature 12. Current Fads 13. Timing 14. Linking 15. Consistency 16. Harmonize 17. Desire to Belong 18. Desire to Collect 19. Curiosity 20. Sense of Urgency 21. Fear 22. Instant Gratification 23. Exclusivity, Rarity or Uniqueness 24. Simplicity 25. Human Relationships 26. Storytelling 27. Mental Engagement 28. Guilt 29. Specificity 30. Familiarity 31. Hope
