How to Get People to Read Your Ads Like CRAZY!

Rule One :- The Headline

The headline should summarize the whole offer. It should
grab the eye, and make you want to read the subheading.

The headline should intrigue and captivate the reader. It's
sole aim is to make the reader continue on to read the body
text. You should take great time and trouble over the
headline.

Let's say we're selling a book on home security, yes, I
know, boring and you might start with something like this:-

"CRIME FIGURES UP"

This is very bad, but typical of an amateur. People don't
care about 'crime statistics'. That's boring, they only care
about their own house or car being broken into. OK, how
about this:-

IS YOUR HOME AT RISK?

A bit better, but not brilliant. It does personalize it and
does play on peoples fear. It's still pretty weak though.
What we need is a headline that will grab you by the throat
and force you to read on. How about this:-

HOW TO BURGLE YOUR OWN HOUSE AND STEAL YOUR OWN CAR

Now that's what I call a 'killer' headline. You've just got
to read on, haven't you?

Always think very carefully about your headline.

Make it extremely intriguing, interesting or exciting. If
you're selling a 'straight' product, then use a slightly
different approach, the headline should state what the
product is, with a few adjectives in front. Say for a Tea
Trolley, your headline would be:-

New, Italian, Fold-away TEA TROLLEY

There should also be a picture of the product. The picture
and the headline simply act to grab the eye of anyone who is
remotely interested in purchasing this type of product.

Rule Two:- The Subheading

The subheading should expand upon the story hinted in the
main heading, and draw the reader inexorably into reading
the body text.

Subheadings for straight products should outline the main
features and benefits of the product. Again, boring, but
this is what works,

A subheading for the Tea Trolley would be:-
"New from Italy, Lightweight, Fold-away Trolley is available
in your choice of three colors."

As I say, boring, but this is what works, so don't try and
get clever or 'artsy'.

Here's the subheading for the security book:-
"I've nicked hundreds of cars and done over fifty
burglaries. Would you like to know what I've got in mind for
YOUR place?"

Brilliant, or what??!! You've just got to read into the body
text, haven't you?

Remember this is the MAIN function of the heading and
subheading. Notice the quotes, it seems as though the guy
was talking to YOU, the reader of the advert, but the quotes
imply that it is just something that this burglar said, some
time ago, to whoever it was he was speaking to.

Rule Three:- The Copy

Always overstate the product, but within the bounds of truth
and reasonableness!

For some reason long copy, sell books. People will actually
read an entire page of text if the story is strong enough.
For straight products, the body of the text really just
gives the feature and benefits, together with a slight
allusion to an improvement in lifestyle.

A classic piece of rubbish for the security book would be:-
"We at ACME security have been leaders in the field of home
security for over seventy years, winning the Queens award
for industry on at least five occasions."

So what? Who cares? What's that got to do with ME?

Here's an important little technique that can be used to
fascinate your readers. It's the 'reverse' technique. In
this technique, you take what is considered an obvious and
well know fact about your subject, and then state the exact
opposite in your advert.

We all know that in order to keep burglars out, we have to
lock doors. Right? I mean, that's obvious. OK we're going to
take this obvious fact and simply state the exact opposite.
Like this:-
Why leaving doors UNLOCKED can sometimes be better than
locking them.

"How can this be?" you ask yourself.

Why fitting a car alarm can sometimes result in car thieves
flocking to break into your car.

"What's that?!! Surely with an alarm fitted, they'll give
your car a miss?" Well it depends. There are several reasons
why sometimes (which is all I said) the opposite might be
true. For example, if you have a car alarm then that means
you have something worth stealing. Also car thieves are full
of machismo and they like stealing difficult cars, they stay
clear of the easy ones because there's not enough danger and
excitement. Most car alarms can be bypassed. Get the idea?

To sum up, your headline must grab the reader's attention,
it doesn't matter how good your offer is, if your ad doesn't
get read, you've lost them before you get a fair shot.

Once you've got their attention, you've got to keep them
interested. Your ad copy must intrigue and captivate them so
they will read your entire offer....