HOW TO CREATE SUCCESSFUL ADVERTISING COPY
Copyright 2000 By Bob Leduc
Writing effective copy for ads, web pages, sales letters and
other marketing communications isnít 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 doesnít.
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 youíre 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 donít 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 itís 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. DONíT 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. Donít slow them down with any choices. Theyíll be
afraid of making the wrong choice and will protect themselves by making none. Youíll
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. Theyíre more likely to act immediately when
their favorite way to respond is available.
6. MAKE YOUR BEST OFFER
The offer is the "deal" youíre promoting (free information, special price, free bonus with order, etc.). Itís the
only reason people respond to your advertising copy. The stronger your offer the greater the response youíll
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 youíve 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. Theyíre 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...
Phone: (702) 658-1707 (After 10 AM Pacific time)
Or write: Bob Leduc, PO Box 33628, Las Vegas, NV 89133