There are 5 major components to good advertising copy: (The order of these is essential to success)
- Command Attention
- Showcase Benefits of Products/Services
- Prove the Benefits
- Persuade People to Embrace the Benefits
- Call to Action
Advertising is sales in print. So,
you need to think about the unique benefits your products/services offer and
showcase that in a persuasive way. You need to emphasise results, not features.
Let’s take a minute to talk about
each of these components:
- Command Attention: This is usually accomplished
with the headline. You need an attention-getter that makes people want to
know more about your products/services. The best headlines give a vivid
portrayal of the benefits or show how a problem can be avoided with your
products/services. The headline is the advertisement for the
- Showcase Benefits: You have to showcase the
benefits of your products and services and, more importantly, show how
they will solve or prevent a problem. They need to know what’s in it for
them. Include useful, factual, and clear information to show precisely
what the benefits are and how they are going to help the customer.
- Offer Proof: This is where you prove what
the advertisement is offering. You need to establish you have a method to
deliver. Consider information that establishes credibility and past
- Persuade: You need to add compelling
reasons for your potential customers to purchase your products/services.
Use a hard sell approach and create scarcity. This will enact your
potential customers to feel like they have to act now. Which leads into
the last component.
- Call to Action: You need to compel your
potential customers to DO something. They need to check out your site,
sign up for your newsletter, purchase your products, contact you about
services…something. Offer a freebie
– a booklet, sample, product, bonus, demo, consult, limited time price…the
list goes on. There are lots of ways to get potential customers excited
about ordering and help them feel like they are getting an amazing deal.
Good advertisements include all of
these components and are not complete without any of them. You can sit down and
think through any one of these components, then figure out how to best place
them together for the most effectiveness. We can help you with this too. Try
our FREE test drive to learn how to put together great advertisements from some
of the best in the business.