Now you know that connection with your target market’s RAS is necessary to enable you to influence their buying behaviour. You also know that you must make your message relevant.
So how do you do that?
You react to things that are important to you, or those that are unusual. For your ad to attract attention the best thing you can begin with is a description of your target market’s problem. The description can be a statement (Writing effective copy seems to be hit and miss.) or a question (Having problems writing effective copy?). People who have that problem will become aware of your advert. Now you need to make it relevant to them.
Depending upon how you started, you can say something like “Using the Acme 123 system I have doubled my ROI from my advertising budget, and I can show you how to do the same” or “You won’t if you use the Acme123 system that I used to double my advertising ROI”.
In essence what you are trying to say with those two statements is:
The outcome you want is simply to generate interest in the rest of your advert. People may or may not actually believe you, but if they have the problem you describe then they want to believe you. That means that now they want to find out what your solution is, and they are interested in what you are about to say next.
Now you describe the features and benefits of your offering. You “Tell your story”, including all the good things about your offer and what that will mean for your customers. Remember the phrase “And what this means for you is…”. That reinforces the connection between your offer and the person reading (or listening/watching). It also provides context to your story.
Then cover at least the major objections. Ignoring an issue allows that issue to infest the thinking of your target, and grow bigger until it is the reason they don’t respond to your call to action. You raising them first removes the power. Let’s explore that a little.
Imagine you say “Some of you may be thinking that raising objections is a crazy thing to do, however in fact you are crazy not to, because raising the issue allows you to deliver the counter argument”. Then you go on to explain why that issue is wrong, irrelevant, or has no merit.
When people are attracted to your opening statements and they read your copy they are thinking “Yes, but what about ….?” Raising and dealing with objections removes their power to derail your sales pitch.
Now you provide some testimonials. I don’t believe that any more than a handful is needed – all you’re trying to do is to confirm what you say is true, not look like a snake oil salesman. Remember that any strength carried to an extreme becomes a weakness.
Next you provide a gilt-edged, at least 100% guarantee. The stronger your guarantee the better. What you’re doing is removing any last vestige of perceived risk in following your call to action. While I’m on the topic of guarantees there is an interesting feature: the shorter the term of the guarantee the more likely that guarantee is to be triggered. If you provide a week’s guarantee then many people will notice that you didn’t deliver. If instead you provide a year’s guarantee then very few will notice that you didn’t deliver.
Finally your call to action needs to be appropriate to your aim. If this is an initial contact then an easy, no-brainer action is needed. As your connection with the customer is improved then you can deliver more profitable calls to action. For example: start with a nil-cost offer, follow that up with an offer of paid consulting or a “How To”manual, follow that with a webinar, and that with a weekend seminar, and finally a week’s live in intensive course with a monthly subscription after that.
Can you see how you first attract attention, confirm that they need to listen to your next statements, tell your story, reduce the perceived risk, introduce a guarantee and a simple call to action then delivers you the desired outcome?
Now that you can craft the perfect advert – the next post tells you where to put it.