There are 5 major components to good advertising copy: (The order of these is essential
Showcase Benefits of Products/Services
Prove the Benefits
Persuade People to Embrace the Benefits
Call to Action
Advertising is sales in print. So, you need to think about the unique benefits your
products/services offer and showcase that in a persuasive way. You need to emphasize
results, not features.
Let’s take a minute to talk about each of these components:
1. Command Attention: This is usually accomplished with the headline. You need
an attention-getter that makes people want to know more about your
products/services. The best headlines give a vivid portrayal of the benefits or
show how a problem can be avoided with your products/services. The headline
is the advertisement for the advertisement.
2. Showcase Benefits: You have to showcase the benefits of your products and
services and, more importantly, show how they will solve or prevent a problem.
They need to know what’s in it for them. Include useful, factual and clear
information to show precisely what the benefits are and how they are going to
help the customer.
3. Offer Proof: This is where you prove what the advertisement is offering. You
need to establish you have a method to deliver. Consider information that
establishes credibility and past performance.
4. Persuade: You need to add compelling reasons for your potential customers to
purchase your products/services. Use a hard sell approach and create scarcity.
This will enact your potential customers to feel like they have to act now. Which
leads into the last component.
5. Call to Action: You need to compel your potential customers to DO something.
They need to check out your site, sign up for your newsletter, purchase your
products, contact you about services…something. Offer a freebie-a booklet,
sample, product, bonus, demo, consult, limited time price…the list goes on.
There are lots of ways to get potential customers excited about ordering and
help them feel like they are getting an amazing deal.
Good advertisements include all of these components and are not complete without
any of them. You can sit down and think through any one of these components, then
figure out how to best place them together for the most effectiveness. We can help you
with this too.
Try our GUIDED TOUR to learn how to put together great advertisements
from some of the best in the business.
Be Well – Be Successful