The beginning of your Ad is pretty important because it’s main purpose is to get the prospect to read the copy.
And you need to do 3 things to make sure that happens. So take these advice to heart.
Get the reader’s attention.
The first sentence.(Headline/subject line)
What do you hope when a person looks at your Ad?
Read it, obviously.
But if the reader does not read the very first sentence of your A,d chances are he/she won’t read the second sentence or the whole Ad.
That’s not something we want.
So what can we do to make it compelling to read?
Answer; Keep it short and sweet.
“WHY MEN CRACK . . .”
“Losing weight is not easy”
“FEEL BETTER FAST!”
“Hat’s off to IBM”
But if it’s too hard to do, at least try to keep it interesting.
Like, if you are trying to sell a life insurance, Don’t make headlines like this,
“Do you have life insurance? If you don’t here is 1 billion reasons you need one”
So what can we do to make this a little more interesting?
We can say something like;
“My best friend died”
Here is another example of a long but interesting headline;
“IS IT IMMORAL TO MAKE MONEY THIS EASILY?”
There are times when you can mention your product or what your product does in your headline, if the product you are trying to sell is interesting on its own.
But if it’s an everyday item or something that puts people to sleep like life insurance, Do not mention it.
And if you want to see more examples of great headlines click here.
Anyways, here are some headline (subject line for emails) templates that you might find helpful. The words inside the brackets are examples.
- 1. The biggest mistake ………….. Make. (that teens make)
- 2. The real secret to ……………..(become rich!)
- 3. The Fastest way to …………(gain muscle) or (burn fat)or (look good)
- 4. Here is a short cut to …….(become rich)
- 5. How I ……….(beat my bully)
- 8. About your …………. (soap) or (detergent)
- 9. I have a question about ………(your car)
Anyways you get the point right?
So the first sentence be;
- Easy to read.
The second sentence.
So, the purpose of the next sentence is to get the reader to read the third sentence.
It’s true that at one point we have to start talking about the features and benefits of our product. But it would bore the reader if we do that in the first few sentences.
Just compare the situation in our example with a salesperson selling somody face-to-face. If the first few sentences put the prospective customer to sleep, that salesperson has lost everything.
So in print ads if the reader’s eyes aren’t fixed on the words of your Ad, your chances of having that reader to get the real sales pitch are very remote.
So the first few sentences of the body copy should be the elaboration of your short, sweet and interesting headline.
Here is what you should do, ✅
Here is what not to do;❌
Creating a perfect buying environment.
Picture this, you are a salesperson and you need to sell something to your prospect. The product you are selling is very expensive. You are given a choice of four environments in which to meet the prospect.
And you must pick one of them.
- 1.At a very fancy restaurant near your prospect’s office.
- 2. At the office of your prospect.
- 3. At a gym while working out with him.
- 4. In the evening with the prospect at his home while the prospect babysits three of his children.
And the correct answer is any of the four might be an acceptable one. Because It depends one your product.
If the thing you are trying to sell is exercise equipment, the third option would be a good choice.
If the product has something to do with children the fourth option is a great choice.
Let me explain, If you are selling products at a discount, Use big typefaces for prices and lots of busy graphic elements.
If you are trying to sell an expensive product, present your product in a way that shows class and refinement.
Here is another example, If you to walmat’s website it feels like you’re getting a bargain right?
The website doesn’t look that good either but they made it that way on purpose.
Walmart found great success by shtashing products on top of each other. I know it because I have read sam walton’s autobiography.
But now take a look at this website,
Everything looks classy right?
So your Ad layout in the first few paragraphs must create the perfect buying environment .
- If your product is cheap make your discount typefaces bigger. And make the low price your main selling point.
- If it’s expensive talk more about the product and less about the price.
- Use high resolution images to show the prospective buyer the beauty and features of your product.
And if you can do that you don’t need to justify the price.
Resonating with your reader.
You need to do 2 things to resonate with your reader:
- First, Get the prospective reader to say “yes”.
- Second, You have got to make statements that are both honest and believable.
The moment you get the reader to say “No” Or “I really don’t believe what he is saying” or even “ I don’t think that relates to me’ You have lost your reader.
But as long as the reader keeps saying “yes” or believes what you are saying, he will stay interested and continue to read your Ad.
Let’s take a look at our previous example for a moment:
Example#1.( dehydrated survival food Ad*)
We all take our food supply for granted . And for a good reason. Americans have always had plenty. But we may be heading for one of the most serious periods in our history. Let me explain….’
This ad was successful because when their readers were reading that Ad, their response to it was kind of like this.
‘Food crunch(ummm, interesting…)
We all take our food supply for granted (yes). And for a good reason (ok). Americans have always had plenty(yes). But we may be heading for one of the most serious periods in our history(why?). Let me explain….’(ok).
Notice that, the obvious response to every sentence was “yes”. And that’s what kept the reader’s attention and that’s why it was successful.
So here is a made up example;
‘Do you have food insurance?’(no)
Executives throughout America are taking stock of the future and stocking up(???). Here is how Food insurance program works to protect your family.(not interested)
Did you see the fatal problem?
It’s not creating harmony with the reader.
So do not start your ad with a question that can get a potentially negative response.
1.First we want the reader to read our ad by creating an interesting headline or subject line.
2.Then create the type of environment through copy that causes the prospect to feel comfortable in spending his/her hard earned money.
3.And finally, we want the prospect to harmonize with us- to agree with us. So start your ad with a question that can get a potentially negative response.