When you are ready to launch a new promotion, you will really have to be extremely particular with your advertising copy. This is because your advertising copy can work miracles for you, and consequently, it can also cause your promotion to fail miserably. If you want to convert as many prospects as possible, you need to constantly refine your ad copy and this requires testing and surveys.
It pays to inspect your ad copy before it even hits the printers. Here is a list of guidelines that you should consider when you envision what you want your print copy to convey.
How compelling is your headline?
Does your headline stir up the feeling of curiosity or envy? Does it guarantee readers with some sort of benefit which will interest them to continue on reading? You need to be extremely precise with your ad’s headline because it is the ad… for your ad.
You may want to come up with about 25 headlines before you even start to write the body of your ad. You can then pick out around six of which you can test out. You can use the ones that are really good, but did not make the cut, as subheadings instead.
How pleasing is your headline?
It’s not just the thought of your headlines which count, but also how they are presented. One tried and tested way to grab more attention is to encase your headlines in quotations marks. Long top headlines have a negative effect on readership. If you can’t help having a long headline, you can modularize the text by using punctuation or testing. You can also present a long top headline as two or three separate headlines.
How impressive and eye-catching is your opening?
Every line should motivate the reader to continue reading, especially those lines found at the beginning. At the same time, every line should build momentum so that the reader is more attracted to the service rather than to its price. Basically, if you’re selling a high-end procedure, then your ad has to do more convincing, and this requires a lot of words.
How emotionally and logically balanced is your copy?
Although we would like to think of consumers as extremely logical beings, the truth of the matter is that most purchases are actually based on emotions. Every purchase begins as “wanting” something, which is an emotion in itself. Yet, you don’t want the readers to feel like it will be a purchase based on emotions. You have to convey to them why, other than feeling good about themselves, or looking more attractive, would this be a good procedure for them to consider. In order for your ad to be effective, you need to consider how to emotionally, yet logically balance your ad copy.
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