If you still have trouble getting started after you
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10 Steps to Writing Successful Ad Copy
by Tim North
1. Start by choosing a single benefit of your product
or service that you wish to highlight above everything
else. This is your "principle selling position"
or PSP. To choose this, ask yourself what specific benefit
makes your product or service different, better, or special.
Is it the price? The convenience? The reliability?
2. Write attention-grabbing headlines. This is very important.
People are overloaded with information, so they skim read,
particularly on the Internet. If your headline doesn't
get their attention everything else is probably wasted
because it won't be read. Your headline will often be
based around your PSP.
3. Write a list of all the features of your product or
service then translate each of these into a benefit for
the customer. One way to do this is to look at each feature
in turn then ask yourself "So what?" Imagine
you're a customer; why should you care about this feature?
Ask "What will it do for me?"
For example, don't just say that you product is fast
(a feature) tell the customer that it will give them more
free time (a benefit). Better still, paint a picture of
them using their free time to go to the beach, read a
book, or relax.
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Marketing Home
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