{"product_id":"2940015056914","title":"Ad Copy Tips - How To Write The Most Effective Ads","description":"Ad Copy Tips - How To Write The Most Effective Ads\u003cbr\u003e\u003cbr\u003e\u003cbr\u003eWhat is advertising?\u003cbr\u003e\u003cbr\u003eIs it something to be regarded as a work of beauty or art? Is it clever\u003cbr\u003eslogans or amusing prose? Is it workmanship to be judged for an\u003cbr\u003eaward or recognition?\u003cbr\u003e\u003cbr\u003eIt’s none of the above.\u003cbr\u003eAdvertising is salesmanship multiplied.\u003cbr\u003eNothing more.\u003cbr\u003e\u003cbr\u003eAnd advertising copy, or copywriting, is salesmanship in print.\u003cbr\u003eThe purpose of a copywriter’s job is to sell. Period.\u003cbr\u003eThe selling is accomplished by persuasion with the written word,\u003cbr\u003emuch like a television commercial sells (if done properly) by\u003cbr\u003epersuading with visuals and audio.\u003cbr\u003e\u003cbr\u003eAs Claude Hopkins wrote in his timeless classic, Scientific Advertising:\u003cbr\u003e\u003cbr\u003e“To properly understand advertising or to learn even its rudiments one must\u003cbr\u003estart with the right conception. Advertising is salesmanship. Its principles\u003cbr\u003eare the principles of salesmanship. Successes and failures in both lines are\u003cbr\u003edue to like causes. Thus every advertising question should be answered by\u003cbr\u003ethe salesman's standards.\"\u003cbr\u003e\u003cbr\u003eLet us emphasize that point. The only purpose of advertising is to make\u003cbr\u003esales. It is profitable or unprofitable according to its actual sales.\u003cbr\u003e\u003cbr\u003eIt is not for general effect. It is not to keep your name before the people. It\u003cbr\u003eis not primarily to aid your other salesmen. Treat it as a salesman. Force it\u003cbr\u003eto justify itself. Compare it with other salesmen. Figure its cost and result.\u003cbr\u003eAccept no excuses which good salesmen do not make. Then you will not go\u003cbr\u003efar wrong.\u003cbr\u003e\u003cbr\u003eThe difference is only in degree. Advertising is multiplied salesmanship. It\u003cbr\u003emay appeal to thousands while the salesman talks to one. It involves a\u003cbr\u003ecorresponding cost. Some people spend $10 per word on an average\u003cbr\u003eadvertisement. Therefore every ad should be a super-salesman.\u003cbr\u003e“A salesman's mistake may cost little. An advertiser’s mistake may cost a\u003cbr\u003ethousand times that much. Be more cautious, more exacting, therefore. A\u003cbr\u003emediocre salesman may affect a small part of your trade. Mediocre\u003cbr\u003eadvertising affects all of your trade.\u003cbr\u003e\u003cbr\u003eThese points are as true today as they were when they were written\u003cbr\u003enearly one hundred years ago!\u003cbr\u003e\u003cbr\u003eSo the goal then becomes: how can we make our advertising as\u003cbr\u003eeffective as possible.\u003cbr\u003e\u003cbr\u003eThe answer is to test. Test again. And then test some mo\u003cbr\u003ethree percent, then we can deduce that ad “B” will continue to\u003cbr\u003eoutperform ad “A” on a larger scale.\u003cbr\u003e\u003cbr\u003eTesting takes time, however, and can be expensive if not kept in\u003cbr\u003echeck. Therefore, it’s ideal to start with some proven tested known\u003cbr\u003eideas and work from there.\u003cbr\u003e\u003cbr\u003eFor example, if testing has shown for decades or more that targeted\u003cbr\u003eadvertising significantly outperforms untargeted advertising (and it\u003cbr\u003edoes), then we can start with that assumption and go from there.\u003cbr\u003eIf we know based on test results that crafting an ad that speaks\u003cbr\u003edirectly to an individual performs better than addressing the masses\u003cbr\u003e(again, it does), then it makes little sense to start testing with the\u003cbr\u003eassumption that it does not. This is common sense.\u003cbr\u003e\u003cbr\u003eSo it stands to reason that knowing some basic rules or techniques\u003cbr\u003eabout writing effective copy is in order. Test results will always trump\u003cbr\u003eeverything, but it’s better to have a starting point before you test.\u003cbr\u003e\u003cbr\u003eSo this starting point is the essence of this book.\u003cbr\u003e\u003cbr\u003eThe ten tips expressed here have been generally time-tested and\u003cbr\u003eknown to be effective.\u003cbr\u003e\u003cbr\u003eBut I can’t emphasize enough that when using these\u003cbr\u003etechniques, you should always test them before rolling out a\u003cbr\u003elarge (and expensive) campaign.\u003cbr\u003e\u003cbr\u003eSometimes a little tweak here or there is all that is needed to\u003cbr\u003eincrease response rates dramatically.\u003cbr\u003e\u003cbr\u003eGet your copy of Ad Copy Tips now!","brand":"Manuel Hendrix","offers":[{"title":"Default Title","offer_id":47121243046128,"sku":"2940015056914","price":4.99,"currency_code":"USD","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0737\/7593\/9824\/files\/2940015056914_p0.jpg?v=1763619220","url":"https:\/\/shop-qa.barnesandnoble.com\/products\/2940015056914","provider":"Barnes \u0026 Noble (DEV)","version":"1.0","type":"link"}