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Writing Irresistible Ads
By: Colleen Davis
If you want to have irresistible ads, this is how you write them:
A Killer Headline
Your headline is the very first group of words that your target readers
would see when they look at your print ad. Hence, not only should it
grab attention, most importantly, it should be able to tell your story
at a glance.
Make your headline a grabber by providing your whole offer in summary.
Your target readers should be so enticed by your first set of words
that they would want to look at your subheading to get more information.
The headline should also intrigue and so captivate your target readers
that they would want to continue reading until they get to the last
word of your copy. It is no wonder therefore, that you should invest
time and energy in getting your headline just right for your audience.
A Brilliant Sub-Heading
If you want to elaborate but your headline is just too short for
comfort, the sub-heading is the place where you can do that. It is
longer than your headline, but still short enough to look like a
Your sub-heading is an extension of your headline. It puts into detail
what youíve already hinted at in your main heading. And what it does
actually is to pull your reader to your copy.
Your sub-headings also follow the kind of product or service you are
offering. If you have products that are considered straight then you
have to summarize the features and benefits. Never mind that itís a tad
boring, as long as it does its job of getting you to understand the
headline, the better.
Nevertheless, it is still noteworthy to have a brilliant sub-heading
that makes you want to go to the body of the ad immediately. If you can
provide an attractive and skillful sub-heading instead of a mediocre
one, then thatíd be awesome.
A Copy Thatís Just The Opposite
Stating the facts, features and benefits straight is not only boring
but it also lacks that extra push to make your target readers stay
longer. Although telling it straight is often tempting, it certainly
may lose you the opportunity to influence your readers to buy from you.
Itís not a book that you have to actually read from cover to cover so
you could get the whole story. Itís an ad that has the objective to
As a marketer once said, ďalways overstate your benefits, but within
the bounds of truthfulness and reason.Ē Always remember to think of
your target readers and their question, ďwhatís that got to do with me?Ē
One technique that another designer used is to get the facts and then
write just the opposite. By reversing the truth, youíll most likely get
the attention of your readers.
Get the idea?
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