Writing to Sell
Write about benefits and not about features.
Know how to translate a product’s features into benefits.
Copy Formulas
AIDA- Attention, Interest, Desire, Action
ACCA- Awareness, Comprehension, Conviction (Convincing), Action
4P’s- Picture, Promise, Prove, Push (Take Action)
All three formulas stress ACTION as the last step. This reiterats that the point of advertising is to SELL the product.
Unique Selling Proposition
example- M&M’s- “melts in your mouth, not in your hand”
No other company can now say this about their chocolate candy product. It’s unique to M&M’s.
1. Stress an underpublicized, little known benefit.
2. Dramatize a known benefit in a compelling fashion.
3. Dramatize the product name or package.
4. Build long-term brand personalities.
Secondary Promise
If your ad states a large promise or reward for buying the product, add a smaller, secondary promise for those who doubt the bigger one.
Know Your Customer
Understand the needs of the marketplace.
What is their motivation for buying the product?
Observe consumers and be an active student in the marketplace.
BFD Formula
Reach your prospects on all three levels- Intellectual, Emotional and Personal
Beliefs- what does your audience believe? What is their attitude towards your product and the problems or issues it addresses?
Feelings- How do they feel? Are they confident and brash? Nervous and fearful? What do they feel about the major issues in their lives, businesses, or industries?
Desires- What do they want? What are their goals? What change do they want in their lives that your product can help them achieve?
Positioning- Comparing the product to a familiar brand.
Examples- 7-Up, “the Un-Cola”
Avis- “we’re number 2 so we try harder.”
