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ASK FOR ACTION! DEMAND THE MONEY!
Lots of ads are beautiful, almost perfectly written, and quite convincing - yet they fail to ask for or demand action from the reader. If you want the reader to have your product, then tell him so and demand that he send his money now. Unless you enjoy entertaining your prospects with your beautiful writing skills, always demand that he complete the sale now, by taking action now - by calling a telephone number and order, or by writing his check and rushing it to the post office.
Once you have got him on the hook, land him! Don't let him get away!
Probably, one of the most common and best methods of moving the reader to act now is written in some form of the following:
All of this can be yours! You can start enjoying this new way of life immediately, simply by sending a check for $XX! Don't put it off, then later wish you had gotten in on the ground floor! Make out that check now, and "be IN on the ground floor!" Act now, and as an "early-bird" buyer, we'll include a big bonus package - absolutely free, simply for acting immediately! You win all the way! We take all the risk! If you are not satisfied, simply return the product and we will quickly refund your money! Do it now! Get that check on its way to us today, and receive the big bonus package! After next week, we won't be able to include the bonus as a part of this fantastic deal, so act now! The sooner you act, you more you win!
Offering a reward of some kind will almost always stimulate the prospect to take action. However, in mentioning the reward or bonus, be very careful that you don't end up receiving primarily, requests for the bonus with mountains of requests for refunds on the product to follow. The bonus should be mentioned only casually if you are asking for product orders, and with lots of fanfare only when you are seeking inquiries.
Too often the copywriter, in his enthusiasm to pull in a record number of responses, confuses the reader by "forgetting about the product," and devoting his entire space allotted for the "demand for action" to sending for the bonus. Any reward offered should be closely related to the product, and a bonus offered only for immediate action on the part of the potential buyer.
Specify a time limit. Tell your prospect that he must act within a certain time limit or lose out on the bonus, face probably higher prices, or even the withdrawal of your offer. This is always a good hook to get action.
Any kind of guarantee you offer always helps you produce action from the prospect. And the more liberal you can make your guarantee, the more product orders you will receive. Be sure you state the guarantee clearly and simply. Make it so easy to understand that even a child would not misinterpret what you are saying.
The action you want your prospect to take should be easy - clearly stated - and devoid of any complicated procedural steps on his part, or numerous directions for him to follow.
Picture your prospect, very comfortable in his favorite easy chair, idly flipping through a magazine while "half-watching" TV. He notices your ad, reads through it, and he is sold on your product. Now, what does he do?
Remember, he's very comfortable - you have "grabbed" his attention, sparked his interest, painted a picture of him enjoying a new kind of satisfaction, and he is ready to buy...
Anything and everything you ask or cause him to do is going to disrupt this aura of comfort and contentment. Whatever he must do had better be simple, quick and easy!
Tell him without any ifs, and's or buts, what to do - fill out the coupon, include your check for the full amount, and send it to us today! Make it as easy for him as you possibly can - simply and direct. And by all means, make sure your address is on the order form he is supposed to complete and mail into you - your name and address on the order form, as well as just above it. People sometimes fill out a coupon, tear it off, seal it in an envelope and don't know where to send it. The easier you make it for him to respond, the more responses you'll get!
There you have it, a complete short course on how to write ads that will pull more orders for you - sell more of your product for you. It's important to learn "why" ads are written as they are - to understand and use, the "master formula" in your own ad writing endeavors.
By conscientiously studying good advertising copy, and practice in writing ads of your own, now that you have the knowledge and understand what makes advertising copy work, you should be able to quickly develop your copywriting abilities to produce order-pulling ads for your own products. Even so, and once you do become proficient in writing ads for your own products, you must never stop "noticing" how ads are written, designed and put together by other people. To stop learning would be comparable to shutting off from the rest of the world.
The best ad writers are people in touch with the world in which they live. every time they see a good ad, they clip it out and save it. Regularly, they pull what makes them good, and why they work. There's no school in the country that can give you the same kind of education and expertise so necessary in the field of ad writing. You must keep yourself up-to-date, aware of, and in-the-know about the other guy - his innovations, style, changes, and the methods he is using to sell his products. On-the-job training - study and practice - that's what it takes - and if you have got that burning ambition to succeed, you can do it too!
As always,
To your success!
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