How To Write Killer Ads That Sell - Part 5

Once you have your reader's attention, the only way you're going to keep it, is by quickly and emphatically telling him what your product will do for him.

Your potential buyer doesn't care in the least how long it's taken you to produce the product, how long you have been in business, nor how many years you have spent learning your craft. He wants to know specifically how he's going to benefit from the purchase of your product.

Generally, his wants will fall into one of the following categories: Better health, more comfort, more money, more leisure time, more popularity, greater beauty, success and/or security.

Even though you have your reader's attention, you must follow through with an enumeration of the benefits he can gain. In essence, you must reiterate the advantages, comfort and happiness he will enjoy; as you have implied in your headline.

Mentally picture your prospect... determine his wants and emotional needs. Put yourself in his shoes, and ask yourself: If I were reading this ad, what are the things that would appeal to me? Write your copy to appeal to your reader's wants and emotional needs/ego cravings.

Remember, it's not the "safety features" that have sold cars for the past 50 years, nor has it been the need of transportation, it has been, and almost certainly always will be the advertising writer's recognition of the people's wants and emotional cravings. Visualize your prospect, recognize what he wants and satisfy them.

Writing good advertising copy is nothing more or less than knowing "who" your buyers are, recognizing what he wants and telling him how your product will fulfill each of those wants. Remember this because it's one of the vitally important keys to writing advertising copy that does the job you intend for it to do. To be continued in Part 6...

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