KNOWLEDGE GRIND NOTES
11 Pieces of Advice to Boost Your Ad Response
Want to know what copywriting expert Drew Whitman has to say about how to boost your ad response? If so, this article is for you!
In this article, I summarize pages 187–194 of Cashvertising (Chapter 4). In these pages, Whitman shares 101 easy ways to boost your ad response. I summarized all 101 into 11 pieces of advice to keep in mind when thinking about how to boost your ad’s response rate. For all 101 ways, refer to the book itself.
11 Pieces of Advice
These are just general pointers to boost the response rate to your ad, also known as conversion.
- Forget style, sell! This relates back to focusing not on just on the look of and creativity behind your ad, but on what benefits about your product are being conveyed by your ad.
- Be detailed. Write long copy. This means going into as much depth as possible into the benefits of your product that you think will matter to your target customers. Use selling subheads to break up long copy. That way, your prospects can focus on sections of your copy that matter to them and ignore the parts that don’t matter. Use AIDA (Attention, Interest, Desire, Action) to structure your copy.
- But be concise. Focus. Don’t use more words than necessary. If what you’re including is not related to your product’s benefits, it’s probably unnecessary. Use short, simple words. Like short sentences, simple words are easier to understand and also improve the flow of your copy. Write short sentences. Short sentences are easier to read and improves the flow of your copy.
- Focus on benefits. Customers don’t care about features. They care about the benefits behind those features. Scream free information. With this piece of advice, I think Whitman is reminding us to include a hook in our ad. Don’t hold back, give them the full sell now. Sell your product, not your competitor’s.
- Use visuals. Show what you’re selling — action shots are best. Put selling captions under your photo. Write powerful adjectives to create mental movies.
- Push for action. Make it ridiculously easy to act. Say the words Order Now! Include a response coupon to encourage action. Set a deadline to break inertia. Offer a free gift for quick replies. Offer free shipping. Scream “Sale!” Say “Buy 1 Get 1 Free!” instead of 50% off! (Don’t forget to highlight the word “FREE” in your copy if you are offering free shipping, a free gift or a buy one get one free offer). Set a hard or soft deadline.
- Convey value. Give them a coupon. Include a long, strong guarantee alongside your product offering. Use a bold coupon border to grab your prospects’ attention. Point to the coupon with bold arrows. Always include testimonials. Tell your prospects what your product is actually worth and that they’re getting a killer deal by buying it at the price you’re offering. Tell what the coupon brings. Show what the coupon brings with a small photo or illustration.
- Get personal. Use personal pronouns like “you” and “I” in your copy.
- Price well. Diminish the price through fractional pricing, which is a form of psychological pricing that makes your product look cheaper. Explain why the price is low. Maybe you’re offering a special discount that won’t last. Amortize it. Offer installment payments. Tell how much others have paid. Take credit cards.
- Get people involved. Give sufficient room for fill-ins. Provide check-off boxes. Give your street, email and web address so they can get in touch. Give your phone number. Provide street directions and parking advice.
- Start off strong. Does your headline feature your most important and biggest product benefit first? Does your headline evoke an emotional response? Does it make some kind of offer? Does the first sentence of your copy flow naturally from your headline? Do the initial sentences of your copy go deeper into your products’ benefits?
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And that’s it for Cashvertising!
I started Knowledge Grind Notes with the goal of reading ten pages of a book every single day, summarizing what I was able to learn, and then writing two articles — one a summary of the ten pages and the other a commentary on the summary.