Eliminate the Most Common & Costly Errors in Advertising

by Thom Reece, On-Line Marketing Group

Follow A Proven Formula
One of the oldest and most useful formulas for ad design is A-I-D-A, which stands for Attention, Interest, Desire, and Action.
This formula serves as a structural blueprint. It guides us to:
1. Get the prospect’s ATTENTION
2. Foster his or her INTEREST in your offer
3. Build DESIRE for your product or service and
4. Generate some type of ACTION on the part of the buyer.
As we expand on each of these elements individually, you’ll discover for yourself how to apply the formula to your specific situation.
Attention (The Headline)
Hit your prospect right between the eyes with a powerful benefit headline. You have two to three seconds to stop the reader as he or she passes by and interest them in your benefit.
A powerful headline will
1. Stop the reader
2. Isolate and qualify your best prospects and
3. Pull your reader into the sub-heads and body copy.
How do you write the attention-getting headline? First, carefully review all the benefits-of-use of your product or service. Second, take your most important benefit and weave that benefit into your headline. Use action words to describe the benefit to one individual reader.
Here are some examples�
- "Save 50% On Office Supplies... Send For Your Free Catalog Today!"
- "How YOU Can Create Advertising That SELLS!
- "New! Amazing Techniques That You Can Use To Land A High-Paying Job... Today!"
- "How To Design Profit-Producing Web Sites That SELL!"
When writing your ad to a business-to-business audience you should keep in mind the six key benefits most likely to get attention:
1. Save Money
2. Save Time
3. Increase Sales
4. Increase Profits
5. Enhance Image
6. Boost cash flow.
Interest and Desire (the Offer, Body Copy, Benefits� Benefits�Benefits) You build interest in your product or service (and the desire to buy) by making the customer a compelling offer and by describing as many benefits as possible in simple and interesting terms.
Tip # 1: Top ad pros always write the ad first, then buy whatever space necessary to display the ad message with clarity and power.
Tip # 2: Words sell�graphic design displays the words in a visually appealing way. No amount of trendy design will make a poorly written ad sell for you. Good design reinforces good copy� it cannot take the place of it.
Tip #3: Long copy sells� as long as it’s good copy.
Action (Ask For The Order)
Now you must ask for the order. Give reasons for the customer to buy now�and make it easy for him to do so. In direct response marketing, this will involve a coupon for mail orders, a toll-free order line, an e-mail address, an on-line order form, a fax order line�any means to make it easy and simple to order!
Take the fear out of the purchase. Give solid guarantees,. Offer secure ordering for online customers. Show testimonials from satisfied customers. Show what the customer is going to lose if he doesn’t order now.
© by Thom Reece. All rights reserved.
Thom Reece, the author of this article, is an experienced direct marketing consultant with 25 years of in-the-trenches experience. Mr. Reece’s articles have been widely published in the regular business press (Home Business Magazine, DM News, Opportunity World, Fairfield Business Letter, On line Retailer News Cleaner Times etc.) on dozens of web sites and numerous ezines. He is a very accomplished platform speaker and seminar/workshop leader. His company produces the E-Commerce 2001(tm) Conference in Hawaii.
For additional information on his speaking or consulting services you can visit his company’s web site: http://www.e-comprofits.com. You can e-mail him at [email protected]
Originally Published at http://www.homebusinessmag.com/

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