In a print ad, Ask yourself, “Would this help a salesperson sell the goods?” “Would it help me sell them if I met the buyer in person?”
People are pretty well educated when it comes to advertiser’s must tell the truth. They know that they cannot, deliberately mislead people.
However, on the other hand, when you state actual figures, definite facts, they accept them as par. Such definite statements are either facts or lies, and people do not expect that reputable companies will lie?
To create belief in advertising state actual figures, and or facts. Take the tungsten light bulb as an example. Saying in your ad that it gives off more light than any other bulb, and people are mildly impressed. State that it gives off 3 1/3 more light than carbon lamps, and people will be impressed that you’ve conducted a study and gone to the trouble of making actual comparisons. They will accept your claims as par.
Vague claims leave vague impressions, and most of them are weak. But definite claims get full credit and value. The reader must either decide you are correct in your statement, or decide that you are lying. But, usually the latter statement is unusual.
People will do anything to cure a problem, which exist. People are seeking advantages, improvements, or a new way to satisfy a desire.
One must be able to express himself briefly, clearly and convincingly, just as a salesperson must. Any attempt to sell, if apparent, creates corresponding resistance.
That is so in personal salesmanship as in salesmanship in print.
A headline is intended to address the people you wish to reach. All of us depend on headlines to point out what we desire to read and connect with.
The only purpose of advertising is to make a sales. So make sure you include a Call to Action in your ad.
Every ad should be a super salesperson.
Fay B. Castro
Rocklin, CA (916) 709-4935