Writing Advertising Copy that Zings!

The  5 x W Sales Formula …

WHAT am I selling?

If it isn’t immediately clear what you’re selling, expressed either as a benefit or as a comprehensible product or service, you will almost certainly fail.

WHO am I selling to?

Selling the right thing to the wrong people is disastrous. Think carefully about who are the real decision makers you should be targeting.

WHY should they buy?

Don’t rely on a mere presentation of your product without describing its genuine benefits.

WHERE will you find them?

The tone and character of your communication should be correct for the people you are targeting and what you know about them… what products they’ve bought, when they bought and whatever characteristics they have.

WHERE are you speaking to them?

Your creative work will be strongly influenced by the timing of your approach. If your prospects have recently bought something from you this will determine how you should approach them; if they are previous customers you are trying to win back, your approach will be correspondingly different.

Before you write a word or draw a picture…

– Compare your product with your competition

– Isolate the areas where you win and lose

– Translate attributes into benefits

– Look for a unique benefit or combination of benefits.

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