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Writing Articles(3)| Article #182 : AD WRITING – PART 1

In this first installment of ad writing, we’re going to present an overall picture of what it is that we’re trying to accomplish with our ad copy.

Most people think it’s obvious, to make a sale. Well, yes and no. Obviously we ultimately want to make a sale, but in order to do that, we have to prepare people to buy from us. We call this “emotionally preparing the prospect.” Why emotional?

In an earlier series of articles, we talked about the reasons people buy things. Many of those reasons are emotional reasons. We don’t really buy something because we need it.  We buy something because we think it will make our life easier, better, happier. We want to enjoy our lives. Each purchase we make goes towards fulfilling that goal. So in order to get somebody to purchase our product or service, we have to show them how doing so will make them happier. In other words, we have to emotionally prepare them to buy. By the time they get down to the end of our ad copy, they should just about have their credit card out ready to buy, even before getting to our site.

While the above may sound a little cryptic and maybe even fuzzy at best, there is a definite formula, just like with article writing, where we proceed in a step by step manner to reaching that ultimate goal of putting a smile on our prospects face long before they ever see our sales page. If you follow this step by step process, you will find that more times than not, you will get the prospect to pull out his wallet and make the purchase. At the very least, your conversion should go up significantly.

Each article that we write is going to consist of parts, just like our articles. We’ll begin with our subject, which may very well be the most important part of the whole message, since without a good subject; nobody will bother to read the rest of your ad.

After the subject of your ad, comes our introduction, again just like with your article. This is where you basically ease yourself into your ad and introduce yourself to the prospect. There are many ways to do this. We’ll cover a number of them in our series.

After the introduction of your ad comes the meat of your ad which is normally broken down into several paragraphs where we identify the prospects problem, offer a solution and close the deal. It’s a little more complicated than that, but basically, those are the steps.

Ad writing is most certainly an art that can be learned but the best way to learn it is to use it. Go out there after completing this series and write some ads using the outline that will follow. See what kind of results you will get. You may be surprised to find out that not only will your writing improve, but your sales will pick up in the process.

Many people will not admit this, but the greatest product in the world will not sell itself. Without a properly constructed ad, you wouldn’t be able to sell oxygen to a dying man. So sit back, take a deep breath and let’s dive into the fascinating world of ad writing.

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