Collective Consciousness
This is what a market communally feels. To shed more light on this, let’s make you a car dealer (though that will only be noteworthy near the end). You’re on your lunch break. You go into the quick...
View ArticleInsights Over Benefits
What is commonly known: Smart advertising talks about benefits more than features. What is less known: Smarter advertising talk about insights more than benefits. For examples: • Good...show a...
View ArticlePull
Creating energy You already grabbed the prospect, because that was in the last section. Now it’s time to energize him... • Get him marching toward a response • Give him stuff that convinces him to...
View ArticleUno Problemo
You need to present one problem to the prospect. One! This single quandary is somehow discombobulating his life. Why not two problems? Because then you’re asking this passive prospect to absorb too...
View ArticleStick with What The Market Wants
Conar Tist will point to the surprise success of a whimsical product being sold and proclaim, “The stupid public will buy anything as long as it’s marketed right. We’ll produce some junk thing, put...
View ArticlePromising Scenario
Promising scenario: The writer should have also developed excellent straightforward approaches, because that’s where the writer and advertiser will probably find common ground. Reason: The advertiser...
View ArticleQuestions About The Ad.
• What is this ad trying to do? • What are the priorities for it? • What is it trying to say? • What kind of tree would it be? Questions about the audience • What are we asking the audience to...
View Article&Ldquo;i’ll Know It When I See It”
An initial concept may have something to it, but it has to be sharpened up a lot. And, you may not know what it needs until you see it. Only then can you say, “That’s what I was having an issue with....
View ArticleFace It: You’re Selling!
One way or another, you have to sell to people. Enjoy it. Don’t believe a successful copywriter who says, “I don’t know, I don’t try to sell anything. I lie in my garden and make little sketches of...
View ArticleInvesting
Demonstrate to the audience that they aren’t spending money to get your product. They are receiving a major solution to a major problem, and more solutions to other problems. Therefore, your product...
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