girl_advertiseIn the chapter on selling I’ve told you the key to all selling is that people buy benefits and not features. This is also true when it comes to your advertising.

The only way that people will be motivated to bother looking at your website, visit your shop or phone for a brochure, is if your advertisement answers their overriding motivation, which is: What’s in it for me?

Following your attention-grabbing headline you must give them a powerful, irresistible benefit.

The way to do this is to write down all the benefits that someone would get if they bought what you’re offering. We’re not just looking for unique selling points here, we’re looking for benefits, which could include:

  • cheapest in the market;
  • sole supplier of such a product;
  • only a few products left – after that you won’t be able to repeat these prices;
  • only so many vacancies left    after that you are full for the rest of the year.

The next step is to priorities your benefits and decides which one of all them is the most appealing. Highlight this one and then check through the other ads in the publication you are considering and make sure you’re not duplicating someone else’s advertisement.

When you’ve got your powerful benefit it can follow your headline:

IS YOUR GARDEN BREAKING YOUR BACK?

Our catalogue is full of products specially designed to take the hard work out of gardening.

 

Now you’ve got your powerful heading and created an irresistible benefit, most gardeners will be tempted to request a copy of your catalogue.

But they’ll put the magazine down intending to phone you later and then something else will grab their attention, and fairly soon your ad will be part of pile of papers bound for the recycling centre.