Writing Effective Ad Copy

Words are more than just letters strung together to convey meaning; words are powerful, living, vital things that create responses in your listener.

Since what you say, who you say it to and how you say it are key parts of designing effective direct mail pieces, you need to know the words that sell.

Naturally, I'm going to share them with you here…

It is vital you get attention fast.
If you don't, your offer will not be read. Here's how to do it:

Brag about the benefits:

An excellent way to get attention - and hence get read - is to boldly give the 5 or 6 key benefits of your product or service. Put the biggest benefit on top and list off the rest in descending order of importance. For example:

How Would You Like To Get…

  • Biggest benefit (such as "lower monthly payments")
  • Second biggest benefit (such as "higher equity")
  • Third biggest benefit (such as "more resale value")

You get the idea.

Make your benefits appealing:

People are interested in things they want. If your benefits are really beneficial to them, they will read your postcard. (And if your list is good and you really know what benefits your ideal customer is seeking they will respond, too.)

Be specific:

Next thing to do is give a very brief explanation of how you can provide the benefits you named.

Contact is key:

Next, persuade them to act by giving them a good reason to contact you. Trust is a key factor here, so begin building yours immediately. For instance, you can offer a testimonial from a really happy customer.

Delete risk:

If you have or can give a guarantee, give one. Guarantees take the risk away for the person receiving your postcard.

Make it easy to agree:

Make them an offer that no reasonable person who had an interest in your product or service could easily refuse.

How Should You Say It?

Picture the size of a typical postcard; they're bigger than a business card but not quite a flyer. That's the amount of room you're working with. So words are at a premium and not to be wasted. Urgently ask the people on your mailing lists to order from you or contact you for FREE information about your products and services.

For example:

"Now is your chance to take advantage of our special offer. Don't miss out. Call NOW!"
Then follow-up with these two top tips:

Make it simple:

Be sure to explain exactly how to order or contact you for further information.

Guarantee:

When you include a guarantee on your postcard, you are almost guaranteed to get a good response - no pun intended.


Start Planning Your Own Marketing Campaign!

chapter index: The Ultimate Postcard Marketing Success Manual
chapter 1: Marketing Strategy Defined
chapter 2: Two Step Marketing
chapter 3: Attention Grabbing Marketing
chapter 4: Overcoming the 4 Marketing Obstacles
chapter 5: Email Lead Generation is NOT the Answer
chapter 6: Marketing ROI is Key, Not Responses
chapter 7: How to Build a Marketing List
chapter 8: Marketing to Customers
chapter 9: Marketing to Follow-Up List
chapter 10: Marketing to Targeted Prospects
chapter 11: Targeted Mailing Lists 101
chapter 12: Targeted Mailing Lists 102:
Keep Them Fresh
chapter 13: How to Design an Effective Ad
chapter 14: 10 Elements of a Effective Postcard Design
chapter 15: Writing Effective Ad Copy
chapter 16: Crafting a Successful Marketing Offer
chapter 17: Web Design Marketing Tips
chapter 18: Building an Integrated Marketing Plan
chapter 19: Setting a Marketing Budget
chapter 20: Setting a Marketing Schedule
chapter 21: Marketing Repetition is Crucial
chapter 22: Tracking Marketing Campaigns & Improving Results
chapter 23: Lead Follow-Up Process
chapter 24: Complete Marketing Process Overview
chapter 25: Postcard Marketing Case Studies
chapter 26: Key Marketing Terms Defined