Write More Effective Ads

What is advertising?

Is it something to be considered as a work of appeal or art? Is it clever mottos or entertaining prose? Is it craftsmanship to be evaluated for an award or acknowledgment?

It’s none of the above.

Advertising is salesmanship increased.

Nothing more.

And marketing copy, or copywriting, is salesmanship in print.

The function of a copywriter’s task is to sell. Period.

The selling is accomplished by persuasion with the composed word, just like a tv industrial sells (if done correctly) by encouraging with visuals and audio.

As Claude Hopkins wrote in his timeless classic, Scientific Advertising:

” To appropriately understand advertising or to find out even its rudiments one should start with the right conception. Hence every marketing concern need to be addressed by the salesperson’s requirements.

” Let us emphasize that point. The only function of marketing is to make sales. It is lucrative or unprofitable according to its real sales.

” It is not for basic result. It is not to keep your name before the people. It is not primarily to aid your other salesmen. Treat it as a salesman. Force it to justify itself. Compare it with other salesmen. Figure its expense and result. Accept no excuses which good salespersons do not make. Then you will not go far incorrect.

Advertising is increased salesmanship. It might appeal to thousands while the salesman talks to one. Every ad needs to be a super-salesman.


” A salesperson’s mistake might cost little. A marketer’s mistake might cost a thousand times that much. Be more mindful, more exacting, therefore. An average salesman might impact a little part of your trade. Mediocre advertising impacts all your trade.”

When they were written nearly one hundred years earlier, these points are as true today as they were!

The objective then ends up being: how can we make our marketing as efficient as possible.

The answer is to test. Test once again. Then evaluate some more.

If ad “A” gets a 2 percent response rate, and ad “B” receives three percent, then we can deduce that ad “B” will continue to outshine advertisement “A” on a bigger scale.

Checking requires time, however, and can be costly if not kept in check. It’s ideal to start with some proven checked known concepts and work from there.

If screening has shown for decades or more that targeted marketing considerably outshines untargeted advertising (and it does), then we can begin with that presumption and go from there.

If we understand based on test results that crafting an advertisement that speaks straight to a specific performs much better than addressing the masses (again, it does), then it makes little sense to begin testing with the presumption that it does not. This prevails sense.

It stands to factor that knowing some fundamental rules or techniques about writing reliable copy is in order. Test outcomes will constantly surpass everything, however it’s better to have a starting point before you test.

So this starting point is the essence of this book.

The ten tips expressed here have been generally time-tested and known to be efficient.

However I cannot stress enough that when utilizing these strategies, you need to constantly evaluate them prior to presenting a large (and pricey) project.

Sometimes a little tweak here or there is all that is needed to increase response rates considerably.

” To effectively understand advertising or to find out even its aspects one must start with the right conception. Advertising is salesmanship. Thus every marketing question ought to be answered by the salesperson’s requirements.

The only purpose of marketing is to make sales. Marketing is increased salesmanship.

Everybody Should Know These Great Email Marketing Ideas

Marketing your business is a big job. You need to have techniques and methods that allow you to target your customers and clients in a way that fires them up for what you have to offer. Email marketing can be an excellent tool for your marketing strategy if you know how to use it. Here are some good tips to get you going.

Consider using a template that allows for each recipient to receive a personalized message in the greeting. People respond more favorably to emails that address them personally, and are less likely to reject the message. This personalization is simple to accomplish, and will grow a greater relationship with your customers.

Insert a link to your subscription form into your marketing newsletters. That way, if your customers forward marketing emails to their friends, their friends can easily subscribe to your list too. Using this strategy makes it easy for you to build a large list of potential customers who have agreed to receive your marketing emails.

The beginning and conclusion of your marketing email should include a call to action for your customers. Be clear about what you want your customer to do, and include at least two obvious links to your site. Use clear suggestions that direct your customers to the offer your email is promoting.

Know your audience and be focused. Encourage your subscribers to invite their friends to join your list too. At the end of every email, provide a “subscribe” button and a “share” button so readers can pass along your information to friends. Your email base can really grow this way.

Ask your customers for feedback on your emails. Since your customers are the most important part of your campaign, it is important to know if they are pleased with the emails they receive from you. You could ask them to fill out a short survey with a few questions on what they like and what they dislike.

While online promotion is essential, don’t overlook the opportunity to promote your mailing list offline. To build both new subscribers and potential clients, look for any opportunity possible to get the word out. Some great opportunities to build your business can be found at networking events, trade shows, conferences and local gatherings.

An email marketing campaign needs a design and testing phase, just like anything else. Plan on putting in time making sure that your messages get past all techniques used for fighting spam, from content filters to image blocking and java-script suppression. You can send out a million messages blindly and not ever know if they are even seen.

Post a version of your newsletter with graphics and animation on your website. Then send your email list a plain text version of the newsletter with a link to the web version. This keeps your emails simple enough to stop them from being diverted to the spam folder as well as encouraging your customers to visit your website.

Email marketing can be a great opportunity to reach your clients and customers. If you implement the tips that this article has given you, you are likely to notice that your target market is more satisfied. Use the tips here to create a solid email marketing plan that ultimately raises your profits.