Advertising is usually about words, but most people who write their own advertising sales copy, especially for free advertising services often don't think about the words they use.
They should care, because the words they choose to put in their ad not only influence the
minds of the people they are trying to introduce their product,
service, or business opportunity to, but can completely change their
perception abut a particular thing...any thing. Words have always had
the persuasive power to lure, entice, motivate, and activate. They are
used by politicians, public relations professionals, and even by
parents to pass on their message.
The most effective of these words are known as power words
and they can do wonders when used in advertisement sales copy.
New or improved words, and familiar words used more creatively, can create a sense of curiosity.
When power words are used this way, customers will get an impression that the product is something that is
different from others and he tries to get it before anyone else does so
as to have edge over others. The laundry products which have been
around for decades, advertising on radio and television, have always
been advertised as new and improved. Although it can be either a new
and improved version of the existing product, the power of both the
words and the product reinforces each other’s strength.
Another example is the often used line, "Money back guarantee".
These power words help gain the trust of the customer. It is
a must to print these words at the closing line of an advertisement.
After this sentence, the methods of payment and how money will be
returned if the customer is not satisfied should be stated.
Most successful advertisements have a little known secret
hidden within them that surely generated curiosity within the reader.
People are thirsty for knowledge. They want to know that
which others do not know. They think that there is some vital
information which they are missing, and, because of this lack they
haven’t gained success in some particular area.
The words "Insiders say that...", is similar to "secret".
These power words give out the message
that information from some source of expertise, which is still unknown
to the outside world, will be made available if only the
customer pays the appropriate fee, in which case, this information will
be divulged to him or
her.
The word, "free" in the headline of an advertisement simply does
wonders.
The reader easily absorbs the message, but something free and of
genuine value must be given to the customer to really accomplish
anything. If the advertisier tricks the customer into paying
money for something which was supposed to be free, the trust of the
customer is also lost instantly. Often, the word "FREE" is spelled as
FR~E on websites as ISP filters blocks messages having the actual word,
considering it to be some kind of spam.
"You" is also a very important word to be used in an advertisement.
It immediately points out the possibility of advantages to the
customer if he or she buys a particular product or service. Put
yourself in the shoes of the customer and try to note down the points
which will be of benefit and what points will decrease interest. The
advantages then should be referred to the customer by addressing them
with ‘you’. The customer feels that he is being
directly talked to.
"Benefits" is also an important word, but in a slightly different way.
It may not actually be used in the advertisement itself, but its
presence should be felt. Successful sales professionals have
always stressed the benefits the customer will receive as a result of
purchasing the product. True, facts and figures may be well and
good at some point, but people want to know what the product is going
to do for them!
In any paid or free advertisment, the accent
should always be on the benefits the customer will experience as a
result of acquiring the product or service.
The word "Immediately" is a power word
which conjures up a sense of emergency.
It can be interpreted as "Don't wait any longer, get it now!"
A message such as this motivates the customer to take some necessary action and to do it quickly.
Most online sales professionals now use some sort of deadline
as part of their sales copy.
"Power" is a powerful word itself.
Give power to the consumer and see the magic. This gives the
consumer a feeling that he or she can get possession of something that
was missing till now and which could make him or her achieve the
impossible. This is similar to the idea of promoting the
benefits of the product. If your product, service, or
business opportunity can be shown to be the pathway to success, you can
have great success with any type of ad or marketing promotion.
In all cases, the basis of a successful advertisement or advertising
campaign is to understand the consumer’s needs and then
design the advertisement accordingly.
Just stating the potential advantages of using the product or service
of the company isn’t enough.
Sales copy should be so designed
so that the customer can see a real advantage in the product.
For example, when you are advertising to sell a digital camera, simply stating that
the in-built memory of the camera is of 1 GB, won't always do the
trick. Instead, the sentence should be changed to "enough memory to
store 350 pictures or 50 videos". The solution to the problem of the
customer is reflected in this sentence.
One real-life example of this is the story of one marketer who was
selling a home water filter.
After months of not selling a single one,
he changed his advertising copy to read "bottled water for only pennies
a day". He then targeted the rest of the copy to explain how having
a water filter allowed the used to save hundreds of dollars a year
while gaining the health benefits of always having filtered water
available.
Ideas can be taken from advertisements of other similar brands like how
the sentences are written and placed in an advertisement. After the
basic sales
copy is created, adding power words to spice up the
advertisement will definitely make a winning ad campaign.
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