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The Key To All Ad Copy Writing Techniques |
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HOW TO IDENTIFY YOUR AD'S OBJECTIVES
Direct Response ads are action ads. They are designed to solicit a
specific response or action directly from the person reading your ad.
There are two fundamental questions you must first answer before you
write your ad:
- What do I want to achieve?
- What do I want my readers to do?
If you do not have a simple and very definite answer to even
one of these two questions, don't write an ad. That is like driving
your car with no definite place to do. Try asking yourself these
questions:
- What Do I Want To Achieve?
- What do I really want this ad to do?
- Do
I want it to make a profit and make more money than what it costs?
Or...if not, then what do I want?
- What Do I Want The Reader To Do? Do I want them to dance? Sing?
Feel good about themselves? Or stick their heads out of their windows
and shout obscenities?
- Or... do I want them to write me a check for $29, plus $6 shipping and handling?
To be specific means to be specific all around. Therefore, your ad copy
must be very clear, demanding both the attention and the respect of
your reader.
REQUIRE A SPECIFIC RESPONSE
Always stick with just one response objective; anything else is
windfall. Do not give your readers an option between two type of
responses. They are already deliberating whether or not they want what
you're selling, do not throw in another question that will make things
more complicated. If you want them to actually place an order and send
you a $30 check or money order, stick to that response objective. If an
unsolicited inquiry (no order or payment) arrives, simply treat it as a
highly qualified lead. Since your principal objective is to generate
direct dollar sales, all leads-only responses should be treated as a
windfall. |