How To Write Order Pulling Ads 6

Study your product and everything about it - visualise the
wants of your prospective buyer - dig up the facts, and
You’ll almost always find plenty of facts to support the
buyer’s reasons for buying.




Here is where you use results of tests conducted, growing
sales figures to prove increasing popularity, and “user”
testimonials or endorsements. It’s also important that you
present these facts - test results, sales figures, and/or
testimonials - from the consumer point of view, and not that
of the manufacturer.

Before you end this portion of your ad and get into your
demand for action, summarise everything you’ve presented
this far. Draw a mental picture of your potential buyer.
Let him imagine owning the product. Induce him to visualise
all of the benefits you’ve promised. Give him the keys to
seeing himself richer, enjoying luxury, having time to do
whatever he’d like to do, and with all of his dreams
fulfilled.

This can be handled in one or two sentences, or spelled out
in a paragraph or more, but it’s the absolute ingredient you
must include prior to closing the sale. Study all the sales
presentations You’ve ever heard - look at every winning ad -
this is the element included in all of them that actually
make the sale for you. Remember it, use it, and don’t try
to sell anything without it.

As Victor Schwab put it so succinctly in his best selling
book, How to Write a Good Advertisement:

Everyone one the fundamentals in the “master formula” is
necessary. Those people that are “easy” to sell may perhaps
be sold even if some of the factors are left out, but it’s
wiser to plan your advertisement so that it will have a
powerful impact upon those who are the “hardest” to sell.

For, unlike face to face selling, we cannot in printed
advertising to come a “trial close” in our sales talk - in
order to see if those who are easier to sell will welcome
the dotted line without further persuasion. We must assume
that we are talking to the hardest ones - and that the more
thoroughly our copy sells both the hard and the easy, the
better chance we have against the competition or the
consumers money - and also the less dependent we will be
upon the usual completely ineffective follow-through on our
advertising effort which later takes place at the sales
counter itself.

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 sends his money
now. Unless you enjoy entertaining your prospects with your
beautiful writing skills, always demand that he completes
the sale now, by taking action now - by calling a telephone
number and ordering, or by writing his cheque and rushing it
to the post box.

Once You’ve 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 cheque for XXX!
Don’t put it off, then later wish you had got in on the
ground floor! Make out that cheque now, and “be IN on the
ground floor”! Act now, and be an “early bird” buyer, we’ll
include a big bonus package - absolutely free, simply for
acting immediately! You win all the way! We take the risk!
If you’re not satisfied, simply return the product and we’ll
quickly refund your money! Do it now! Get that cheque 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
part of this fantastic deal, so act now! The sooner you act,
the more you win!

Offering a reward of some kind will 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’re asking for product orders;
and with lots of fanfair only when you’re seeking enquiries.

Copyright Avril Harper, UK

Recommended Direct Mail & Copywriting Resource:

The Golden Mailbox, by Ted Nicholas & Stuart Goldsmith