Make it Pop!

Make it Pop!

There are 5 major components to good advertising copy, and the order of these is essential to success: command attention, showcase the benefits of your products and/or services, prove the benefits, persuade people to embrace the benefits, and call them 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 headline. 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 demonstrate 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 problem. 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 deliver. 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 strong sales approach and create scarcity, which will elicit urgency in your potential customers so they don't miss out on a potential product and/or service. This leads us to the final component.

Call to Action

You need to compel your potential customers to do something. They need to check out your site, sign up for your newsletter, purchase your products, contact you about services that you offer, or something. Offer a freebie, booklet, sample, product, bonus, demo, consult, limited time price, and so on. 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 strategise how to best place them together for optimal effectiveness.

Micheal

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