is a form of communication used to influence individuals to purchase products or services or support political candidates or ideas. Frequently it communicates a message that includes the name of the product or service and how that product or service could potentially benefit the consumer. Advertising often attempts to persuade potential customers to purchase or to consume a particular brand of product or service.
Advertising is salesmanship multiplied. Nothing more.... And advertising copy, or copywriting, is salesmanship in print. The purpose of a copywriter’s job is to sell. Period. The selling is accomplished by persuasion with the written word, much like a television commercial sells (if done properly) by persuading with visuals and audio.
So the goal then becomes: how can we make our advertising as effective as possible.
The answer is to test. Test again. And then test some more. If ad “A” receives a two percent response rate, and ad “B” receives three percent, then we can deduce that ad “B” will continue to
outperform ad “A” on a larger scale. Testing takes time, however, and can be expensive if not kept in check. Therefore, it’s ideal to start with some proven tested known ideas and work from there. For example, if testing has shown for decades or more that targeted advertising significantly outperforms untargeted advertising (and it does), then we can start with that assumption and go from there. If we know based on test results that crafting an ad that speaks directly to an individual performs better than addressing the masses (again, it does), then it makes little sense to start testing with the assumption that it does not. This is common sense. So it stands to reason that knowing some basic rules or techniques about writing effective copy is in order. Test results will always trump everything, but it’s better to have a starting point before you test.
So this starting point is the essence of this article. The ten tips expressed here have been generally time-tested and known to be effective. But I can’t emphasize enough that when using these
techniques, you should always test them before rolling out a large (and expensive) campaign.
Sometimes a little tweak here or there is all that is needed to increase response rates dramatically. for more details, click here.........
And with that, let’s move onward…
Advertising is salesmanship multiplied. Nothing more.... And advertising copy, or copywriting, is salesmanship in print. The purpose of a copywriter’s job is to sell. Period. The selling is accomplished by persuasion with the written word, much like a television commercial sells (if done properly) by persuading with visuals and audio.
So the goal then becomes: how can we make our advertising as effective as possible.
The answer is to test. Test again. And then test some more. If ad “A” receives a two percent response rate, and ad “B” receives three percent, then we can deduce that ad “B” will continue to
outperform ad “A” on a larger scale. Testing takes time, however, and can be expensive if not kept in check. Therefore, it’s ideal to start with some proven tested known ideas and work from there. For example, if testing has shown for decades or more that targeted advertising significantly outperforms untargeted advertising (and it does), then we can start with that assumption and go from there. If we know based on test results that crafting an ad that speaks directly to an individual performs better than addressing the masses (again, it does), then it makes little sense to start testing with the assumption that it does not. This is common sense. So it stands to reason that knowing some basic rules or techniques about writing effective copy is in order. Test results will always trump everything, but it’s better to have a starting point before you test.
So this starting point is the essence of this article. The ten tips expressed here have been generally time-tested and known to be effective. But I can’t emphasize enough that when using these
techniques, you should always test them before rolling out a large (and expensive) campaign.
Sometimes a little tweak here or there is all that is needed to increase response rates dramatically. for more details, click here.........
And with that, let’s move onward…
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