There are 5 major components to good advertising copy (The order of these is essential to success):
- Command Attention;
- Showcase Benefits of Products and/or Services;
- Prove the Benefits;
- Persuade People to Embrace the Benefits;
- Call to Action.
Advertising is sales in print. So you need to consider how to showcase the unique benefits your products/services offer in a persuasive way. The emphasis must be on results, not features.
Let’s take a minute to reflect on each of the components:
- Command Attention: This is most often accomplished with a You need an attention-getter that compels your audience to find out more about your products/services. The best headlines provide a vivid portrayal of the benefits or demonstrates how a problem can be circumvented with your products and/or services. The headline is essentially the advertisement for your advertisement.
- Showcase Benefits: You have to showcase the benefits of your products and services and, more importantly, show how they will solve or prevent a Your customers need to know what’s in it for them. Make sure you include useful, factual and comprehensive information to illustrate precisely what the benefits are and how they will benefit your customer.
- Offer Proof: This is where you prove what your advertisement is offering. You need to establish you have a method to Consider information that establishes credibility and past performance.
- Persuade: Provide compelling reasons for your potential customers to purchase your products and/or services. Use a hard sell approach and create This will illicit urgency in your potential customers so they don’t lose out on a potential product and/or service, which leads us to the final component.
- Call to Action: You need to compel your potential customers to DO They need to check out your site, sign up for your newsletter, purchase your products, contact you about services that you offer…something. Offer a freebie, booklet, sample, product, bonus, demo, consult, limited time price, etc. There are a myriad of ways to get potential customers excited about making a purchase with the confidence that they are getting an amazing deal.
Good advertisements include all of these components. When creating an advertisement, take the time to consider each of these components and then strategize how to best place them together for optimal effectiveness. If you need further assistance, reach out to me to learn how to put together great advertisements from some of the best in the business.
The following is a story help you remember the 5 major components to good avertising copy:
Once upon a time in the mystical land of Adverton, five extraordinary beings ruled the realm of effective advertising: The Attention-Grabber, The Benefactor, The Proof-Giver, The Persuader, and The Action-Caller. Together, they possessed the power to create enchanting advertisements that mesmerized audiences and inspired them to embark on grand adventures.
In the bustling marketplace of Adverton, there was a wise and skilled merchant who sought to learn the secrets of these magical beings. To harness their powers, he embarked on a quest to discover the essence of each being and their role in crafting persuasive advertising stories.
The Attention-Grabber was the gatekeeper of the realm. His captivating headlines echoed across the land, inviting the people to explore the wonders that lay within the world of Adverton. He painted vivid pictures of the bountiful benefits and solutions offered by the products and services, igniting curiosity and luring the people into the heart of the marketplace.
The Benefactor was a generous spirit who revealed the true value of products and services to the people. She demonstrated how their lives could be enhanced, their problems solved, and their desires fulfilled. Through her wise teachings, the people came to understand the tangible and intangible gifts that awaited them, eager to grasp the opportunities before them.
Next, the Proof-Giver emerged, a noble guardian of truth and credibility. He bore the evidence and testimonials that substantiated the claims made by the products and services in Adverton. The people, now assured of the authenticity and reliability of the offerings, felt confident in their decisions.
The Persuader, a master of the art of influence, provided the people with compelling reasons to seize the opportunities presented. He whispered enticing words of scarcity and urgency, prompting the people to act without delay. The fear of missing out on the valuable treasures of Adverton tugged at their hearts, urging them to make haste.
Finally, The Action-Caller, a commanding presence, guided the people towards their destiny. He implored them to take action, whether by visiting websites, subscribing to newsletters, or making purchases. To further entice them, he bestowed special gifts and limited-time offers, ensuring they felt rewarded for their commitment.
And so, the wise merchant from the marketplace of Adverton learned the secrets of the magical beings. He weaved their powers into his own advertising tales, capturing the hearts and minds of his people. His success and fame spread far and wide, as others sought his guidance in crafting their own enchanting advertisements.
In the spirit of the wise merchant, may you too embark on your own journey to discover the magic of effective advertising. Embrace the powers of The Attention-Grabber, The Benefactor, The Proof-Giver, The Persuader, and The Action-Caller, and create captivating stories that inspire your audience to follow you on a grand adventure. Should you require assistance, reach out to the keepers of these secrets, and they shall guide you on your path to advertising mastery.