Writing for one type of advertisement vs. another will
influence what you write. For instance, a full-page ad in a trade publication
vs. a banner and for that same publication’s web site will look and feel
different. Write for the medium, write for space, write for the readership, and
write with one thing in mind: creating an action step.
Is your action step to go to a Web site, to buy something,
to download something, to brand yourself or something else? Whatever your
purpose, match the ad content to fit it.
Generally, less is more when ti comes to an advertisement.
You want people to focus on something. A catchy headline will do it, but not if
it is cluttered around text. An image can help
-- a photo, a drawing, a logo. Leave some white space on the
borders. Have a few bullet points, a
call to action, and maybe a final line that acts as a zinger or tagline, some
type of memorable phrase that sums up what you provide.
It all starts with the headline.
What exactly is it that you want to call attention to?
Ask yourself: Who reads the publication, site, newsletter,
blog, newspaper, magazine or pamphlet that you will advertise in? What
assumptions do they operate under? What are their needs and desires?
Compare yourself to other advertisers – how do competitors
position themselves? Look at prior issues for clues.
Do you want your headline to be a commandment to action
(Stop Throwing Your Money Out!), a question (Are You Throwing Away Money?), a
statistic (90% Of Your Money Is Lost On Shopping), an emotional plea (Fears of
Losing Money Are Rampant), an ego plea (Be Smarter Than Your Neighbor), an
analogy to something (Love Your Wife More Than Your Car), etc. A headline can
say so much with so few words, provided it taps into a person’s mindset or frame of reference. If they don’t
understand a person or event that you refer to, the headline is meaningless to
them.
Headlines can be just a word or two or three. Sometimes ads
will shout out: Stop! You Won! Yes! They get your attention. But you need the
ad copy to back them up.
Some headlines focus on a deal – SALE! or 80% Off or 2 for
1, or they give a deadline – Buy Before Tuesday – or they tie into a special
holiday, anniversary or date – President’s Day Sale or Starbucks Turns 40!
Some ads try to appear like articles – they are
advertorials. You don’t usually see them to promote a book. They require a lot
of space.
Once you settle on a catchy headline, decide on the font and
typeface size. Don’t use italics – it is hard to read in an advertisement.
Next, think about how you will use the remaining space. If you will use a
visual, what will it be, and where will it go? How do you want the ad copy to
wrap around the image? Will you use color and if so, which ones complement each
other while helping the text to pop?
For the ad copy that highlights your message, the goal is to
say the fewest things that will lead people to take an action step. You will
use an economy of words to get their interest engaged. Don’t use the same word
twice in an ad. You have some flexibility when it comes to punctuation and even
grammar, but only if you can make it appear intentional and for emphasis. For
instance, Raid used to promote its insecticide as “Kills Roaches Dead.” Kills
and Dead are both needed. One will do but the two together really brings the
message home.
Scrutinize each word that you use. Find ways to shorten
sentences or bullet points. You really are writing with phrases – not whole
paragraphs. See if one word can replace two words. Use action verbs – not the
past tense or passive language. For
instance, if you want to say “Readers uncover secrets to better sex” this
sounds more active than “Readers have uncovered secrets to better sex.”
Actually, we can shorten this to “Readers uncover better sex secrets.” Or you
might simply say: “Readers benefit as follows: better sex, a more loving
relationship, enhanced communication, fewer arguments, and long-term
satisfaction.”
Like everything that you do, test it. Ask others what they
think of your ad. See if they fully understand it or draw the meaning it
infers. Show them other headlines,
bullets, or images that you dismissed to see if they like them better.
You can also ask the publication you advertise with for
guidance on writing the advertisement. They will proofread it but see if they
will share ideas, too.
Look at your ad copy to see if anything you wrote can be
seen in a different light. Substitute words that have connotations other than
what you want people to think or feel. There is a subtle difference, between
terms such as cheap and inexpensive or beautiful vs. hot or unaware vs. dumb or
fat vs. big or old vs. antique.
Another type of ad is one that seeks to capitalize on a
known entity or a major news event. For instance, to push your self-help book
your header can be: “Oprah Loves This Book” and then underneath… “if she reads
it.” It is a clever way to put Oprah in your ad while not saying she actually
endorsed the book. Another ad type could be to say this: “Congratulations, Boston
Red Sox” and state their World Series win was tremendous and then lead into
your book about sports champions.
The best way to promote you and your book is to make your ad
about others – your readers, famous people, significant events, or one’s needs,
desires, emotions, dreams, or ego. An ad that says, “buy my book because I am
great” won’t cut it. An ad that trumpets a solution to a reader’s problem will
get eyeballs to pay attention.
The more selfless your marketing appears to be, the more
rewarding you will find it. You merely want to be associated with something
good, new, different, better or famous. You don’t have to state in actual words
that your book is great or to suggest that you are famous. Your book will sell
when people understand the value you are offering.
Knowing your ad position is helpful. Will it be on the
inside or outside corner, top or bottom of a page? Will it be in a particular
section of the publication or site? What else will be on that page? Once you
know these answers you can design your ad accordingly.
Ad Headlines
Which advertising headlines work? The ones that make you stop
and look. But why?
·
They
ask a probing question that makes you think.
·
They
make an outrageous claim that you are amazed at.
·
They
tell you something new.
·
They
make you laugh.
·
They
present an inviting, hard-to-refuse offer.
·
They
are in big, bold, colorful letters.
·
They
are supported by a stunning visual.
·
They
address a timely event or issue.
·
They
state a truth you can’t deny.
Companies run multi-million-dollar ad campaigns to advertise
products and services, hoping they can lure people to buy, to click on a site,
or to identify their company as a leader. What can we learn from Madison Avenue
and billion-dollar brands? Selling a book is a smaller scale product when
compared to a cruise, a car, or even a coat, but the principles are still the
same – sell to people’s emotions, needs, desires, wants and curiosities.
Below are sample headlines that one can find when perusing
newspaper and magazine ads today. See what grabs your attention and look to
create your own version of an attention-grabbing ad. You will notice a pattern.
Sometimes a headline is merely one or two words. They tell you to do, be, avoid
or get something. They ask you a question or they resolutely bark a command.
They tug at the heart, appeal to the wallet, and conjure up ideal images. The world
of advertising, sales, and publicity is littered with words and pictures that
create a fantasy state of mind, even if just for a few seconds, hoping to tap
into what you believe is perfection or nirvana. We know no one product,
experience, service or place can bring us everything we could ever hope for –
but that doesn’t stop advertisers from tapping into your pursuit of the
elusive.
Here Are Some
Headline Samplers:
·
Stop!
·
Yes!
·
No!
·
Sucker!
·
Winner!
·
Everything
Exotic and Erotic…A One-Stop Fantasy Depot
·
Home
Never Tasted So Good
·
Visit
a Wild Place At Tame Prices
·
Don’t
Overpay!
·
Cut
10 Years Off The Life Of Your Mortgage
·
Live
To 100 And Feel Like You Are 35
·
Freedom
From Glasses
·
Don’t
Miss This Opportunity
·
Breakthrough
Cure!
·
The
Hottest Concert Event Of The Year
·
Are
You Sick And Tired Of Feeling Sick And Tired?
·
Drive
Your Dream Today
·
We’re
As Cheap As You Are
·
We
Pay More, But Charge Less
·
Make
Your Taxes Less Taxing
·
Lose
20 Pounds In 20 Days
·
Nothing
Is Simple For Someone In Back Pain
·
Free!
·
We
Kill Bugs Dead
·
When
Food’s An Emergency, Call.
·
Exciting
And Total Legal
·
Don’t
Get Ripped Off
·
Free
Initial Consultation
·
Buy
Now, Pay Later
·
Be
Cool or Stay Hot – We Fix A/C and Heaters
·
Wake
Up To…
·
Free
Gift With Every Purchase
·
The
Perfect Gift For…
·
Experience
The Real Thing
·
There
Is No Substitute For…
·
Huge
Savings
·
Top
Sellers
·
Unique
and Specially Crafted
·
Hand-Made
Headlines will change over the years and they will vary,
industry to industry, but generally, the headline is short and powerful and
serves one goal: to get you to read more. You then read more and the goal of
that copy is to get you to take an action step. Any ad that can deliver even a
tiny percentage of respondents to act now will be a success. When in doubt,
don’t be conservative or err on the side of caution with your ads.
You are entering a beauty contest and you will need to showcase your assets – advertising is not for shy folks.
You are entering a beauty contest and you will need to showcase your assets – advertising is not for shy folks.
DON”T
MISS THESE!!!
How authors get
their book marketing mojo – and avoid failure
Authors cannot succeed
without the right attitude
So what is needed to be a champion book marketer?
Should You Promote Your
Book By Yourself?
The Book Marketing Strategies Of Best-Sellers
How authors can sell more books
No. 1 Book Publicity Resource: 2019 Toolkit For Authors
-- FREE
Brian Feinblum’s insightful views, provocative opinions, and
interesting ideas expressed in this terrific blog are his alone and not that of
his employer or anyone else. You can – and should -- follow him on Twitter
@theprexpert and email him at brianfeinblum@gmail.com. He feels much more
important when discussed in the third-person. This is copyrighted by
BookMarketingBuzzBlog ©2019. Born and raised in Brooklyn, he now resides in
Westchester. His writings are often featured in The Writer and
IBPA’s Independent. This was named one of the best book marketing
blogs by Book Baby http://blog.bookbaby.com/2013/09/the-best-book-marketing-blogs and recognized by Feedspot in 2018 as one of the
top book marketing blogs. Also named by WinningWriters.com as a "best
resource.” He recently hosted a panel on book publicity for Book Expo America.
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