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Writing Advertisements| Article #195 : ADVANCED AD WRITING – PART 7

In this installment of our advanced ad writing series, we’re going to discuss logic versus emotion when writing an ad.

What many beginning ad writers do when they first start out is try to use logic to sell their product. They point out all the benefits of the product and expect that the fine points of those benefits will be enough to get people to buy.

Wrong!

People don’t buy things on specs. They buy things because they expect that those things are going to make their lives better. They don’t care that the latest gadget does A, B and C. What they care about is that if they use it they’re going to have a better life.

For example, this is the wrong way to sell somebody on a product.

The Wrong Way

If you get this gadget, you’ll get lots of people to your site, which in turn will make more sales for you.

Yes, I know that’s what people want, but they want something more. And it’s to that inner need and want that you have to appeal.

The Right Way

If you get this gadget, you’ll get lots of people to your site, which in turn will make more sales for you. But what does that really mean? It means more money for the things you want to do with your life. It means being able to take that trip with your family, or buy that new car. You may even be able to get that first home you always wanted. That’s what getting this gadget REALLY means. It means you can live the kind of life that YOU want to live.

In the wrong way we simply appealed to their surface need. While that need is certainly valid, it doesn’t get to the core of what they really want, and that’s to have more time with their family and to do the things that they want to do. That’s the thing you need to appeal to.

This is why so many Internet marketers fail. They don’t understand human psychology and what really makes people tick. The marketers who do understand that are the ones who are successful. Fortunately, these concepts can be taught, as well as solid writing techniques.

In our next installment in this series, we’re going to focus on writing sales copy for sales pages. This is a whole different animal for one very big reason. With a sales page, in order for somebody to get there, they had to be directed by some other ad medium. So in essence some of the work has already been done for you. And, if the person has been emotionally prepared to buy, your sales page doesn’t really have to do much. That isn’t to say that we shouldn’t put everything we have into it.

See you next time.

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