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subject: Chan Do Internet Success System Lauch-How To Write Effective Ad-5 [print this page]

This is the final one in the series of 5 in chan do

internet success system launch. When you can completed

this series of How to write effective ad, you could

write appropriate ad for your sales copy.

When your prospect reads your ad, you want to make

sure he convince any claims you make about your product

or service. Because if there's any hesitation in his mind,

he won't bite off, no matter how pleasant the deal. In fact,

the "too good to be true" mentality will virtually

warrant a lost saleeven if it is all accurate.

So what can you do to increase the perception of

believability? Because after all, it's the perception

you need to deal with up front. But of course you also

must make sure your copy is precise and proper.

Here are some tried and tested methods that will help:

If you're dealing with your own customers who already

know you serve as promised, emphasize that confidence.

Don't leave it up to them to figure it out. Force them

stop, cock their heads, and say, "Oh, yeah. The ABC

Company has in no way done me unethical in the past. I can count on

them."

Include testimonials of happy customers. Be sure

to put full names and locations, where workable. Remember,

"A.S." is a lot less believable than "Andy Sherman,

Voorhees, NJ." If you can also include a picture of

the customer and/or a professional title, that's even

better. It doesn't matter that your testimonials aren't

from somebody well-known or that your potential customer does not know

these people personally. If you have sufficient compelling

testimonials, and they're believable, you're much better

off than not including them at all.

Season your copy with truths and research findings to

assist your claims. Be sure to honor all sources,

even if the fact is common knowledge, because a neutral

source goes a long way towards credibility.

For a direct mail note or certain space ads where

the copy is in the form of a letter from a specific

personality, including a picture of that person helps.

But unlike "conventional" real estate letters and other

similar ads, I'd put the picture at the end near your

endorsement, or midway through the copy, rather than at

the topmost where it will detract from your headline. And

if your sales letter is from a particular individual, be

sure to include his credentials to establish him as an

skilled in his field (relating to your product or service,

of course).

If there is any, cite any awards or third-party reviews

the product or service has received.

If you've sold a lot of widgets, tell them. It's the

old "10 million people can't be wrong" saying (they can

be, but your prospect will likely take your side on the

matter).

Include a GREAT take back policy and endure by it! This

is just good business policy. Many times, offering a

double refund warrant for certain products will

result in higher profits. Yes, you'll dish out more

refunds, but if you sell three times as many widgets

as formerly, and only have to refund twice as much as

earlier, it may be value it, depending on your offer

and return on investment. Crunch the numbers and see

what makes sense. More importantly, test! Make them

think, "Gee, they wouldn't be so generous with taking backs

if they didn't stand behind their product!"

If you can swing it, adding a celebrity endorsement

will always help to confirm credibility. Heck, if

ol honest Abe Lincoln recommended your product and

backs up your claims, it must be true! Ok, you get

the idea, though.

When it makes sense, use 3rd party testimonials.

What are 3rd party testimonials? Here's some examples

from some Web site copy I wrote when there weren't

many customer testimonials available yet:

"Spyware, without question, is on an exponential

expansion over the last six months."

-Alfred Huger, Senior Director of Engineering,

Symantec Security Response (maker of Norton security

software)

"Simply clicking on a banner ad can install spyware."

-Dave Methvin, Chief Technology Officer, PC Pitstop

A operation method is to "encourage users into consenting

to a software download they think that it is absolutely need"

-Paul Bryan, Director, Security And Technology Unit, Microsoft

Do you see what I did?

I took speech marks from experts in their respective areas

and turned them to my side. Butbe sure to get their

consent or permission from the copyright holder if

there's ever any question about copyrighted materials

as your source.

Note that I also pushed an emotional hot button:

fear.

It's been proven that people will by and large do

more to avoid pain than to get pleasure. So

why not use that tidbit of info to your benefit?

Expose a flaw about your product. This helps

subside the "too good to be true" syndrome. You

reveal a flaw that isn't really a flaw. Or reveal a

flaw that is minor, just to show that you're being

"up front" regarding your product's shortcomings.

Example:

"You're probably thinking right now that this tennis

racket is a miracle workerand it is. But I must tell

you that it has one littleshortcoming.

My racket takes about 2 weeks to get used to. In fact,

when you firstly start using it, your game will actually

get of poorer quality. But if you can just ride it out, you'll see

a tremendous enhancement in your volleys, net play,

serves, " And so on.

There's a affinity to imagine, with all of the ads

that we are bombarded with today that every advertiser

is always putting his best foot ahead, so to speak.

And I think that line of reasoning is accurate, to a

point.

But isn't it refreshing when somebody stands out from

the crowd and is honest? In other words, your reader

will start to without thinking believe that you are

revealing all of the flaws, even though your best

foot still stands further.

Use "raise notes." These are a brief note or letter

from a person of confidence. Not necessary a celebrity,

even though that can put in credibility, too. A person of

authority is a name well established in their field

(which is related to your product) that they are

authorized to talk about. Raise notes may be distributed

as inserts, a separate page altogether, or even as

part of the copy itself. As always, put to the test!

If you are limiting the proposal with a deadline "order

by" date, be assured the deadline is real and does not

change. Deadline dates that change every day are sure

to reduce credibility. The prospect|potential customer will suspect, "if

his deadline date keeps changing, he's not telling the

reality about itI wonder what else he's not telling the

truth about."

Avoid groundless "hype." I highlighted that in my previous

tip. Enough said.

All we have for how to write effective ad series today.

Tomorrow onwards we are going to start different series

in writing.

Chan Do Internet Success System Lauch-How To Write Effective Ad-5

By: Ali Engin Senyuva

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