| |
| | Bob
Whitworth
Copywriter / Ad Pro
Copy
that makes your customers say, "I want that!"
| |
| Get
your ads firing
on all cylinders. |
| | | | | There's
the old story about a client saying, "I know that half of my ad dollars
are wasted; I just don't know which half."
If your ads are
not firing on all cylinders, I can guarantee you it's the first half of your ad
dollars that are being wasted -- and a good portion of the second.
You
can eliminate a lot of waste and improve effectiveness by concentrating on the
following proven basics. |
Elected
to "Who's Who in Advertising,"
"Who's Who of Emerging Leaders
in America." | | *
Have you developed a clear, concise, creative platform / strategy statement
upon which to develop your ad or campaign? | | *
Does your headline contain a compelling benefit (express or implied), or a call
to action? | | *
Does your ad have "dynamic balance"? (i.e. a focal point that balances
headline and single dominant graphic element or theme, instead of a potpourri
of confusing eye-candy.) | | *
Is your ad copy benefit oriented rather than feature oriented? | | *
Is your copy "you" (i.e. customer) oriented? | | *
Does your copy give the customer strong, compelling reasons to try your product
or service? | | *
Does your copy end with a call to action? | | *
Does your ad include a response mechanism? (i.e. coupon offer, toll-free number,
website address.) |
Deduct
10% effectiveness for
each misfiring spark plug. |
