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HOW TO CREATE SUCCESSFUL ADVERTISING COPY

Writing effective copy for ads, web pages, sales letters and other marketing communications isn't difficult when you know what works.
After many years of trial and error I developed a checklist of 7 "rules" I follow to create successful advertising copy. These rules apply
to writing copy for any type of marketing communication.

1. DEFINE THE GOAL OF YOUR MESSAGE

Define what you want your message to accomplish before you begin writing. Do you want to generate inquiries (leads)? Do you want
to get orders? What action do you want readers to take? How do you want them to respond? Put your goal in writing and refer to it
often as you develop your message. Everything you write should directly support this goal. Get rid of anything that doesn't.

2. KNOW YOUR AUDIENCE AND WHAT THEY WANT

Maybe everybody CAN use what you sell. But one targeted group WILL be most likely to buy it. You can discover that group by
defining the characteristics of your best customers. Once you know your audience and what they want you can personalize your
writing to appeal to their specific

interests.

TIP: Advertising copy produces the biggest response when each reader can believe the message was written specifically for them. As
you write, visualize you're writing to one person instead of to a large group of people. This will help you write in a less formal and more
personal style.

3. APPEAL TO THEIR SELF-INTEREST, NOT YOURS

Customers don't care about you, your product, your company, or your professional qualifications. They only care about the benefit
they get from buying your product or service. The only thing a customer wants to know about your 1/2 inch drill is that it's guaranteed
to give them a 1/2 inch hole. Keep your ad copy focused on the benefits you provide.

4. MAKE AN EMOTIONAL APPEAL, NOT A LOGICAL ONE

Your ad copy should dramatize the feeling your customers get while enjoying the benefits provided by your product or service. Get them
emotionally involved so they want to start enjoying those benefits immediately. Use word pictures and real life stories to draw readers
into your message.

5. DON'T GIVE THEM ANY CHOICES

You may spend a lot of time writing your sales message and getting it "just right". Unfortunately, your prospects will rush through it and
make a fast decision. Don't slow them down with any choices. They'll be afraid of making the wrong choice and will protect themselves
by making none. You'll lose sales.

EXCEPTION: Offer many different ways to respond to your ad or sales message. Customers already know whether phone, fax, online, etc.
is more convenient for them. They're more likely to act immediately when their favorite way to respond is available.

6. MAKE YOUR BEST OFFER

The offer is the "deal" you're promoting (free information, special price, free bonus with order, etc.). It's the only reason people respond
to your advertising copy. The stronger your offer the greater the response you'll get. Always include the best offer you can afford and a
reason to act fast.

7. SIMPLIFY EVERYTHING

Simple, clear copy is easy to read and understand. It propels your customer to the decision point with no

hesitation. After you've written your copy, edit it for simplicity and clarity. Use lots of 1 and 2 syllable words. Shorten sentences and
paragraphs. This is especially important for your web site where relief is just a click away.

Follow these 7 rules the next time you write new advertising copy. Use them as a checklist to evaluate your existing ads, web pages and
sales letters. They're a proven formula you can use to maximize the response you get from all your marketing communications.

Bob Leduc retired from a 30 year career of recruiting sales

personnel and developing sales leads. He is now a Sales

Consultant. Bob recently wrote a manual for small business

owners titled "How to Build Your Small Business Fast With

Simple Postcards" and several other publications to help

small businesses grow and prosper. For more information...

Email: BobLeduc@aol.com Subject: "Postcards".

Phone: (702) 658-1707 (After 10 AM Pacific time)

Or write: Bob Leduc, PO Box 33628, Las Vegas, NV 89133