subject: Patric Chan Chan Do Internet Success System Lauch-How To Write Effective Ad-2 [print this page] This is the second in series from Patric Chan Chan Do Internet
Success System Launch How to Write Effective Ad. I hop e that
you could observe this article exciting. Let us go from beginning to end.
Focus on Them, Not You
When a potential buyer reads your ad, note, brochure, etc.,
the one thing he will be wondering from the opening is:
"WIIIFM(or what is in it for me)"
And if your copy doesn't impart him, it'll land in the
garbage faster than he can read the main head line or hint.
A lot of advertisers do this error. They concentrate on
them as a corporation. How long they've been in business,
who their biggest customers are, how they've spent ten
years of research and millions of dollars on developing
this product, blah, blah.
Actually, those points are important. But they should
be expressed in a way that matters to your potential
customer. Remember, once he's thrown it in the
garbage, the sale is gone!
Whilst writing your copy, it helps to think of it as
writing a note to an old friend. In fact, I often
picture a friend of mine who most very much fits my
prospect's profile. What would I say to convince this
friend to try my product? How would I aim at my friend's
objections and beliefs to help my reason?
When you're writing to a colleague, you'll use the pronouns
"I" and "you." When trying to convince your friend,
you might voice: "Look, I know you think you've tried
every widget out there. But you should know that"
And it goes away from just writing in the second person.
That is, addressing your prospect as "you" within the
copy. The truth of the matter is there are many lucrative
ads that weren't written in the second person. Some are
written in the first person perspective, where the writer
uses "I." Other times the third person is used, with "she,"
"he," and "them."
And even if you do write in the second person, it doesn't
necessarily mean your copy is about them.
For example:
"As a real estate agent, you can take comfort in the
fact that I've sold over 10,000 homes and mastered the
tricks of the trade"
Although you're writing in the second person, you're
in fact still focusing on yourself.
So how can you focus on them? Glad you asked. One way
is towill be on our next article. This is it to day from Patric
Chan Chan do Internet Success System launch. I hope you enjoyed.
Patric Chan Chan Do Internet Success System Lauch-How To Write Effective Ad-2
