By using these styles as your framework, you can start writing a draft
built around your thoughts and sales ideas, in a more coherent fashion.
From there, you can choose a specific style or a combination of styles,
and create your very own direct response ad.
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Style #1... PERSONAL/LETTER
This is an ad written in letter form, where you (the writer/advertiser)
narrates his story to the audience. In its most common form, the story
usually tells about the writer's fortunate discovery of a money-making
scheme during a desperate time.
This style is usually loaded with tidbits of information impressing upon
the reader how the writer had gone from being debt-ridden to becoming
opulently wealthy. In my opinion, this style of ad writing
usually borders on the "fantastic", with unimaginative scenarios found
in many identical overused stories. Many gung-ho ads are written
in this fashion, usually with outrageous headlines that claim
extraordinary results. They are so ridiculous they are usually more
insulting than helpful.
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Style #2... PRESS RELEASE
This is an ad written by an non-bias, outside person who narrates to
the audience his observations and discoveries about the bizopp product
being covered. Some of these ads resort to fancy tags claiming that
they are an "investigative report" or "news breaking development".
Unless the ad really has direct quotes lifted from popular
publications, using such fancy claims can backfire in the area of
credibility.
This is particularly true if the publication where the ad appears
writes the word "advertisement" somewhere on the page, just to make
sure that readers do not confuse the ad as an editorial.
Although the brochure format comes in a variety of shapes and fashion,
it maintains a fundamental structure which consists of a headline, a
subhead, a few paragraphs of copy, ordering information, supplementary
offers, and closing tag line. In its most favored design,
ads prepared in this style always carry a "cut-along" order form, boxed
in broken lines to catch the attention of the
reader.
Most pros tend to favor this style because the order form automatically
tells the reader that they have to do something after reading the ad.
It is both a warning and a clarification of intent. It is the
advertiser saying, "I have something to tell you. If you like it, I
want you to order it - whether it be the actual product, or just
information about a product being sold". |
Money 
