WRITING EFFECTIVE ADVERTISING PIECES

Writing effective advertising pieces doesn't take creativity, it takes a step-by-step 'system ,' and that's what you're missing.

We're going to make the system so easy for you, that you'll be creating powerful advertising pieces within minutes of reading this newsletter. Your true prospects and customers will find them nearly impossible to resist.

WRITING EFFECTIVE ADVERTISING PIECES

This step by step system only has three parts to it. This is the outline:

1. Tell them what you have for them
2. Tell them why and how it will make them happier or their lives better
3. Tell them how to get it

There are a few more details to each step, but if you follow those three simple steps, you'll have a firm foundation for creating advertising pieces that work.

Here are the details:

1. Tell Them What You Have for Them
   So many small business persons mistakenly think that marketing is all about being creative, cute or clever. It really isn't.
   
   It's all about 'telling people what you have for them.' Make it clear and to the point -- pure and simple -- that's it!
   
   Marketing is all about helping people get what they want.
   
   Hopefully, what you have for people is something that they actually 'want.' If you don't have what they want, then they are not going to respond to your advertising no matter what you offer.
   
   Should you try to tell everyone what you have?
   
   No! You should only tell the people who 'want' what you are offering. Anyone else is a waste of your time, money and energy. This is called Target marketing.
   
   How do you make certain that those people read your advertising piece?

   Make it very clear at the top of your advertising piece in
   big, easy-to-read letters - in the
   Headline.
    

2. The "WHY & HOW" Step
   Tell Them Why and How It Will Make Their Lives Better
   
   Now that you have made clear 'what you have' for the people you are targeting, it's time to tell them why they should want it and how it will make their lives better.
   
   First you have to understand that all products and services are solutions to problems. If a product or service didn't solve a problem, it wouldn't exist.
   
   One effective method to fulfill the Why and How step is to state the problem, and then state how your offer will solve the problem.
   
   This is called the Problem/Solution format.
   
   Most TV commercials use the Problem/Solution format. Watch the commercials closely and see if you can tell what the problem is and what the solution is.
   
   One commercial shows a giant alligator walking past an actress who is talking about 'dry skin' -- the problem. She then tells you about the new, wonderful moisturizing creme that eliminates dry skin -- the solution.
   
   Another shows you how bad hard water and rust buildup can look and be to remove from your shower or concrete -- the problem -- then they show you how easy it washes away with their miracle product -- the solution.
   
   Determine what problem your offer will solve, and tell them about it, then tell them that your offer will provide a solution to that problem.
   
   Any time you can use the full Problem/Solution format, it will usually provide a stronger emotional pull on your prospects.
    
3. Tell Them How to Get It
   First you attracted the very people who would be interested in what you have to offer, then you told them clearly in your headline what you have for them.
   
   Then you told them in your copy Why and How it would make their lives better. You used the Problem/Solution format, or just the Solution.
   
   Now it's time to tell your prospects how to get what you are offering to them.
   
   Don't sit back and assume that they will figure out how to get whatever you are offering. Tell them clearly and specifically.
   
   If you want them to call you on the phone and receive a Free Carpet Inspection, then say, 'Call 555-5555 Today and schedule your Free Carpet Inspection NOW! If you want them to enter their e-mail address in a form on your Web site, tell them. 'To Get Your Free Carpet Inspection Report, Enter Your Full E-Mail Address In the Box Below and Click Submit.'
   
   People don't have time to try to figure out what you want them to do. If it is unclear, or confusing, your prospects will simply toss your piece aside and move on to other things.

This simple 3-step process will help you start creating better advertising pieces by giving you a solid structure to work with.