Why Your Advertising Copy is not the Most Important Part of Your Ad
< P > I f y o u o w n a s h o p i n t h e m i d d l e o f t h e d e s e r t , a n d n o b o d y w a l k s p a s t . . . o b v i o u s l y y o u r e n o t g o i n g t o a t t r a c t m a n y c u s t o m e r s . < / P > < P > I f y o u o w n a v e g e t a r i a n c a f i n t h e m i d d l e o f a m e a t - e a t i n g s u b u r b y o u c o u l d g e t v e r y s k i n n y . . . v e r y f a s t . < / P > < P > A n d i f y o u r u n a d s w h e r e e i t h e r : < / P > < P > a ) T h e w r o n g p e o p l e s e e t h e m < / P > < P > O r < / P > < P > b ) N o t e n o u g h p e o p l e s e e t h e m < / P > < P > Y o u r p h o n e s a r e n ' t g o i n g t o r i n g . . . a n d n o b o d y i s g o i n g t o c o m e i n t o y o u r s t o r e . . . < / P > < P > N o m a t t e r h o w g o o d y o u r c o p y i s . < B R > N o m a t t e r h o w g o o d y o u r h e a d l i n e i s . < B R > N o m a t t e r h o w g o o d y o u r o f f e r i s . < / P > < P > A n d I s e e p e o p l e m a k e t h i s m i s t a k e a l l t h e t i m e . F o r i n s t a n c e , a b o u t a y e a r a g o I w a s c h a t t i n g w i t h a g u y I k n o w w h o s e l l s c o m p u t e r g e a r t o b u s i n e s s e s a n d h e w a s t h i n k i n g a b o u t p l a c i n g a n a d i n t h e S y d n e y M o r n i n g H e r a l d . < / P > < P > W h a t s w r o n g w i t h t h i s ? M y g u e s s i s 9 0 % o f t h e p e o p l e r e a d i n g t h e S y d n e y M o r n i n g H e r a l d a r e N O T b u s i n e s s o w n e r s a n d t h e r e f o r e 9 0 % o f h i s a d v e r t i s i n g d o l l a r i s w a s t e d . < / P > < P > W h a t ' s t h e a l t e r n a t i v e ? P l a c e a d s i n b u s i n e s s p u b l i c a t i o n s w h e r e y o u a r e r e a c h i n g 1 0 0 % o f y o u r t a r g e t m a r k e t . < / P > < P > O r a l t e r n a t i v e l y , r e n t a l i s t , a n d d i r e c t m a i l t h e d e c i s i o n m a k e r s w i t h i n t h e s p e c i f i c c o m p a n i e s y o u w a n t t o a p p r o a c h . < / P > < P > Y o u m a y p a y m o r e t o r e a c h e a c h i n d i v i d u a l : h o w e v e r e v e r y s i n g l e p e r s o n y o u c o m m u n i c a t e w i t h i s a p o t e n t i a l c l i e n t . I t m a k e s a l o t m o r e s e n s e d o e s n t i t ? < / P > < P > A n d h e r e s a t i p f o r t h o s e b u s i n e s s e s w h o s e l l p r o d u c t s t o t h e g e n e r a l p u b l i c ( l i k e p r o p e r t y , c l o t h e s , e n t e r t a i n m e n t , h o m e i m p r o v e m e n t , f o o d o r a n y t h i n g e l s e ) . < / P > < P > I f y o u w a n t y o u r a d t o b e s e e n t h e n p l a c e i t : < / P > < P > a ) O n t h e r i g h t h a n d s i d e o f t h e n e w s p a p e r . R e s e a r c h h a s p r o v e n t h a t r i g h t h a n d s i d e p a g e s g e t a b e t t e r r e s u l t t h a n l e f t h a n d s i d e p a g e s . < / P > < P > b ) I n t h e e a r l y g e n e r a l n e w s a s f a r f o r w a r d a s y o u c a n . I a l w a y s g o f o r p a g e 3 , 5 o r 7 . A n d p a y t h e l o a d i n g ( u s u a l l y 3 0 5 0 % ) b e c a u s e m y e x p e r i e n c e s h o w s i t s w e l l w o r t h i t ! < / P > < P > B u t d o n t t a k e m y w o r d o n i t . I m p l e m e n t t h e s e s t r a t e g i e s , m e a s u r e t h e r e s u l t s a n d s e e w h a t r e s u l t s y o u a c h i e v e i n y o u r b u s i n e s s . < / P > < P > C h a t w i t h y o u s h o r t l y , < / P > < P > S c o t t B y w a t e r < B R > C o p y w r i t i n g T h a t S E L L S < B R > h t t p : / / w w w . c o p y w r i t i n g t h a t s e l l s . c o m . a u < B R > 1 3 0 0 8 8 2 1 9 1 < / P >
Author: Scott Bywater
Author Bio:
Scott Bywater is a reputed author. Scott likes to write articles about this subject.
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