Recommendations About Writing Of Effective Advertising Letters
1. Attention of target audience
It is not meaningful to draw in the advertising attention of all readers without analysis. The attention of an audience is necessary for you. Not all people who will read your announcement, – your future clients, and, of course, nobody will buy the newspaper only to read your announcement. But you also do not need attention of all readers; you should be guided only by that part of an audience which with the greatest probability can become interested in your offer.
For this reason so the headings addressed to separate groups of persons are effective. If your audience – owners of cars of mark “Audi”, heading can be such: “Attention, owners of Audis! ” Owners neither of Fords nor Chevrolet, any other mark are not necessary to you. To achieve attention of the target audience, supply the advertising by a photo and think up corresponding heading
2. Cause interest, addressing to emotions of readers!
Your advertising should not be the simple list of products and services. She should address to readers at emotional level, causing their interest, curiosity and desires. Usually the decision to make this or that purchase is the decision exclusively emotional which is supported with logic later. Your advertising should cause interest of readers by means of emotional references to them. The reference to feelings of readers is the whole art and if it to use it skillfully, it can be useful for advertising of any small-scale business.
For example, advertising of jeweler shop can be usual: “new rings Are on sale!” But it is possible to think up and something more romantic: “the Ring to buy and love in return!”
3. Prove feasibility of the promises!
People know that you have paid for the advertising, specially it developed and confirmed. They will not believe to your advertising if in it there will be no convincing proofs. For this purpose it is necessary to result responses of clients, opinions of experts and other proofs of the validity of your assurances. We live in a century of skepticism, very big efforts therefore can be demanded to overcome distrustfulness of buyers. If your product really the best who, except you, will tell about it? But, on the other hand, as you can prove it?
4. Guarantees
If you cannot confirm with guarantees the product or service – they at all should not be advertised. Money gets hardly, therefore people not very willingly spend them, especially, when advertising causes mistrust. Develop all doubts of readers, having provided the goods with firm guarantees. The more reliable is a guarantee it is much better.
One of the most unusual guarantee certificates for all my practice I have met “the unique friend” in advertising of the book promising the help in search. The guarantee was approximately like this: “we guarantee that using councils of our book within three years, you by all means will find the person of the dream. If it does not occur we will return money to you”. Thanks to this guarantee thousand of copies, and, as far as I know, have been sold and nobody has demanded the refund.
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