14.08 20100
How To Write A Killer Ad
By: Lee Collins Categories:Hybrid Marketing
A lot of folks have been asking me how to write a killer ad. Here’s how you do it in 11 easy steps, and of course this is a Hybrid Marketingtm strategy so it will work equally as well online or offline (Google Adwords, newspaper, Craigslist, etc).
- Talk it out first before you write it.
- Call a friend, associate or employee and explain your product or service to them. (This will help you get common questions out in the open, and also help with overcoming common objections)
- Tape record that call. (Digital recorders work fine if you don't have a tape recorder, guess I show my age haha :-)
- Have that conversation transcribed onto paper. (Or into a word processor, then print it out. I find it's easier to work on real paper)
- Label every single sentence in there with an - F if it’s a feature (describes what your product or service does), - A for an advantage (over a competitor), and - B for anything that’s a benefit (tell your customers what it does for them).
- Write the sentences rated 1-10 by their importance. 1 being the least important and 10 being the best. You will have an F-1, F-2, F-3, etc. B-10 would be the most important benefit.
- Combine all features, advantages and benefits ranked 6 or higher and create a headline from there. In other words, if you’ve got a B-10 and B-9, A-10 and A-9, an F-10 and F-9, you want to create your headline out of those. Use the 6-8 benefits to tell your story. Your 6-8 advantages will create interest and your 6-8 features will credentialize your story with details and facts.
- Tell them how to order and how to order now.
- Reverse the risk from them to you using risk-reversal.
- Reward them for immediate action.
- Re-write five different versions.