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Writing Advertisements| Article #190 : ADVANCED AD WRITING – PART 2

In our last installment, we introduced you to ad “tone”. In this installment, we’re going to give you some examples of tone working our way down from the intro all the way to the closing. This will also give is a chance to touch on some of those closing items that we should include in order to nail down the sale.

Let’s start with the intro of our ad. I’m going to give you an example of an intro using what I call the “personal” tone. Then, I am going to give you an example of what I call the “in your face” tone.

The Personal Tone Intro

I hope this email finds you in good health. I know you’re very busy so I promise not to take a lot of your time. I need to speak to you about the ad you posted. If you like, you can call me at the number in my signature. I’d really like to speak with you.

As you can see, this intro is very personal or personable. I am nice and sincere sounding. The reader can only expect to see more of the same tone as the ad continues. If you change your tone, you’re going to throw your reader for a loop and lose him.

The In Your Face Tone Intro

I can’t believe I’m even sending this email to you. I thought by now EVERYBODY knew that posting these ridiculous FFA ads was a TOTAL waste of time. Obviously, I was wrong. Well, you may want to read what I have to say about what you’re doing. If not, hey, it’s YOUR funeral. You can call me if you like. I’ll be glad to tell you what’s what.

Hard to believe those two intros were written by the same person. I’ve many times wondered if I had a split personality. Sometimes I can be real sweet and then there are times when I can be a real bear. The key, when it comes to ad writing, is to know when to use what tone. You have to know your audience as well as the product you’re selling.

Obviously, if you’re selling a natural acne cure, you’re not going to get in somebody’s face. They already feel bad enough about having a face full of zits. No need to rub salt in the wound.  However, if you’re trying to get through somebody’s thick skull about earning a living on the Internet, and they’re using marketing methods that are downright stupid, or working a program that has no chance of succeeding, then you just might want to read them the riot act. Sometimes you have to be cruel to be kind.

In our next installment in this series, we’re going to work our way down into the meat of our ad and show two different ways to basically say the same thing for two different audiences.

See you next time.

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