How To Write Order Pulling Ads 7

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 send 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 withdrawal of your offer.
This is always a good hook to get action.

Any kind of guarantee you offer always helps to produce
action from the prospect. And the more liberal you can make
the guarantee, the more product orders you’ll receive. Be
sure to state the guarantee clearly and simply. Make it so
easy to understand that even a child would not misinterpret
what You’re 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 favourite
easy chair, idly flipping through a magazine while “half
watching ” TV. He notices your ad, reads through it, and”
he’s sold on your product. Now what does he do? Remember,
he’s comfortable - you’ve “grabbed” his attention, sparked
his interest, painted a picture of him enjoying a new kind
of satisfaction, and he’s ready to buy …

Anything and everything you ask or cause him to do is going
to disrupt his aura of comfort and contentment. Whatever he
must do had better be simple, quick and easy!

Tell him without any iffs, ands and buts, what to do - fill
out the coupon, include your cheque for the full amount, and
send it to us today! Make it as easy for him as you
possibly can - simple and direct. And by all means, make
sure your address is on the order form he’s supposed to
complete and mail in to 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 a complete short course on how to write ads
that will pull more orders for you - sell more of your
products for you. It’s important to learn “why” ads are
written in the way they are - to understand and use, the
“master formula” in your own ad writing endeavours.

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 yourself off from the rest of the world.

Copyright Avril Harper, UK

Recommended Direct Mail & Copywriting Resource:

The Golden Mailbox, by Ted Nicholas & Stuart Goldsmith