Or, by acknowledging how the reader can avoid risks, worries, losses, mistakes, or

embarrassment. How it will decrease the reader’s fears of economic ruin, discomfort, boredom, sickness, loneliness, or prestige.

Who needs a good headline?

Headlines that begin with a question are usually pretty good clinchers. But only if they ask a question that people want to know the answer to.

Which of these words or phrases would you use?

The words: how, here’s, these, which, which of these, who else, where, when, what and why usually outpull their competitors. Using the “which of these” selling technique is very effective because it says “Which do you want?” not, “Do you want?”

Make the reader a guarantee.

Guarantees in a headline are extremely compelling to readers. Make certain, however, that you can deliver on your guarantee.

Where would you be without your customers?

Always include the reader in your headline. Remember, you’re writing person-to-person. Only one person will be reading your article at a specific time, so write to that person. Personalize your company/your product/your service. Try to get your reader involved in your ad. Induce the reader to participate in the experience. Use the words: you, your and yourself. They will involve the reader and make him feel that your ad is directed at him. Appeal to the emotions of your readers.

The advertisement itself should be interesting to look at, but not so overwhelming that potential readers and customers get lost in the copy and fail to derive any message from it. Sometimes, a little bit of irregularity or discord in the design actually serves to attract attention. The advertisement should flow so that your reader’s eye is moved from one focal point to another and on down the page — pulling the reader in all the time.

Show Prospective Customers Know the Advantage of Using You

The reason a person reads an ad is to find out, “What can this product/service do for me?” To make your copy hold the attention which your layout and headline have already won, show people an advantage. It’s not what the product is, but rather, what it can do for the customer.

Persuasion Techniques in Print

This is the final staging before asking for a call to action. It is imperative that you appeal to the emotions at this point — for it is the last chance you will have before you ask them to part with their money. The approach can be negative or positive, but must have emotion. Aim at your hardest to sell. If you can appeal to them, you’ve got the rest.

Closing the Sale

Make an offer: a booklet, a sample, a free demonstration, an extra premium, an introductory price, a miniature model, a contest, a chart, a free fitting, entry in a contest, special phone rates for ordering, special bonuses for ordering by phone, or other motivating inducements.

Advertising

Since advertising is salesmanship in print, and you’re the best salesperson for your product, that means you

should be able to write the best advertisement for your product — not an agency. And you can!

• Tape record all conversations you have with your prospects and customers. Do this dozens of times so you have a good selection of sales presentations to work with.

• Transcribe the tape recordings. Then number each selling point you make in your conversation.

• Give each point a priority number on a scale of 1 to 10, 10 being highest.

• Cut out each point with a pair of scissors and divide them into three groups. The first group consists of those points that describe the benefits of your product. The second group consists of interesting facts about your product. And the third group consists of those points that don’t really say anything about your product or that don’t really help to advance your presentation. • Throw the third group away and arrange the other two in rank order from 10 on down.

• Next, throw out all points with a rating of five or less.

• Now, forget that you are writing an ad or sales letter. Instead, concentrate on writing a memo. A long memo to a friend — don't try to be clever.

• Concentrate on selling just like you did in your conversations with your prospects and customers!

A proven pattern for a good sales pitch:

1) Say something that gets your reader’s attention. 2) Tell the reader why he/she should be interested.

3) Tell the reader why he/she should believe what you are saying is true. 4) Prove it’s true.

5) Itemize and describe all the benefits of your product. 6) Tell the reader how to order.

7) Tell the reader to order now.

The above outline is an elaboration on the formula: Attention, Interest, Desire, Action. If you can remember those four words, you’ll write excellent ads.

• Remember, your ad will be read by only one person at a time. Do not write to the masses —write to one person.

• Read your copy aloud so you can see where it doesn’t flow and where it needs smoothing out.

• Edit your copy. Take out unnecessary repetitions. Use short sentences. Short paragraphs, everyday English. Use some one-word sentences. One-sentence paragraphs, too. And use a generous supply of subheads that make your copy look interesting and easy to read!

Good advertising is simply salesmanship multiplied! Put your sales pitch into your ads and you will have multiplied yourself thousands of times over. Then sit back and reap the rewards.