How to sell ice to Eskimos…
Or in other words the perfect thing to say to connect with people-
You first write an attention-grabbing headlines. This is very important since most people will skim ads and if your headline doesn’t catch your reader’s eye everything else is probably a waste of effort because it won’t be read.
You then have an emotion-packed opening statement that will get attention. Your first sentence must grab people and make them want to continue to read. You have to captivate peoples’ imagination with those first words in order to keep their attention.
You need to offer value and benefits to make a connection, that will make the sale.
So lay out your ad structure by making a list of all the features your product or service has to offer then translate each of these into value/benefit for the customer. One way to do this is to imagine you are the customer; why should you care about this product. Ask yourself “What will it do for me?”
For example, don’t just say that your product is great (a feature) tell the customer that it will give them more free time (a benefit) save them money (value). Better yet, paint a picture of them using their free time to do what they want or do, or how their lives will improve financially if they have/use this product.
Write copy that emphasizes the value/benefits in a way that makes an emotional connection. For example, let’s say you’re selling a diet made just for executives. A feature might be that it is made for the busy CEO, but that is too generic. It is better to say that this diet was designed for the deadlines and meetings, no time to go to the gym schedule of a busy executive. Rather, than just say it “it helps you lose weight!” or even better: “Years of research went into addressing the stress levels and on the go eating habits of a CEO!” See? You’ve turned a dull feature into a strong emotional benefit that this diet is NOT for everyone, but is just for THEM! Because you understand CEO’s unique set of dietary needs
More in Part two.
Quick Summery:
- Write a killer headline
- Start with your strongest selling points.
- The first few words are particularly important.
- Create desire by touching on the major benefits/value your product will bring the customer.
And don’t you miss out on even more customers and self sorted leads- send for our free Newsletter and Report. Because your competitors have already done so, which means they are learning how to take customers that could have been yours. So sign up today
- Next post will be part three in ads
- How to write an ad part two
WE make the future- it is up to each of us what ours will be
To Your Success
Take Care
Sandy Metcalf
