Create an attractive advertisement - Chapter 3

The additional cost is close to zero and only a few seconds more in brewing time. And yet you could add $0.50 USD to each cup for the brew which at the end of the year would represent a substantial profit.

In another case, we have the launch of the iPod, where instead of mentioning 5GB of storage as feature product, they focused on the advantages1000 songs in your pocket.

Lowest price

Don't fall into the lowest price game, instead of offering discounts, offers value. That can be your USP (Unique selling proposition)..

Create your elevator phrase better known as Elevator Pitch

It consists of a concise and well-rehearsed summary of your business along with its value proposition, which must be delivered in the time of an elevator ride - 30 to 90 seconds.

The direct response marketingis always about the customer and the problem-solution. We want to be remembered for solving rather than a boring description of our products.

What is Direct Response Marketing?

Direct response marketing is a type of marketing strategy in which the objective is to encourage an immediate response from consumers to quickly generate new leads. The response can be any action, and it is the journey that covers the problem, the solution and finally the test.

So, how do you communicate this in 30 seconds.

Here is the best formula seen:

Did you know that [problem]?. Well, what we do is [solution]. In fact, [test].

Example:

A web developer:

• Did you know that the majority of company websites are out of date?
• Well, what I do is install software that makes it easy for people to update their own websites without having to pay a web designer every time they need to do so.
• In fact, I recently installed the software for one of my clients and they saved $2000 USD per year in website development costs..

Creating your offer

If you don't communicate your offer well, the customer will most likely decide based on price. What decision would you make if you saw an apple for $1.00 USD and a similar apple for $1.50 USD from a competitor?

2 things to elaborate your offer:

1. If you only got paid because the customer received their desired result. In other words, what problem would you solve for your target market?
2. Which of the products you offer do you like the most?

Some questions to help build your offer:

• What does my target market really buy (you don't buy insurance, you buy peace of mind)?
• What is the biggest benefit to highlight?
• What are the best emotional words and phrases that capture the attention of this market?
• What objections do my prospects make and how do I resolve them?
• What outrageous offer (including warranty) can we make?
• Is there an intriguing story we can tell?
• Who else sells something similar to my product or service, and how?
• Who else has tried to sell something similar and how did their effort fail?

Most of the offers are boring so you have to work and dedicate a lot of energy to this part, it is very important.

What does my target market want?

If you don't have the information you can conduct a survey, do a keyword search on google ads, look for ideas on answerthepublic or simply ask them in an interview. There are currently many tools for this, we will analyze them over time.

Most people don't know what they want until they see it right under their noses. Also, when they answer surveys, they do it with logic and when they make a purchase, emotion usually comes before logic.

A quote from Henry Ford:
"If I had asked people what they wanted, they would have said faster horses."

One of the ways to analyze is to observe what they are buying or looking for. Look for trends, for example if you sell on Mercado Libre there are Real Trends o Google Trends.

Create an irresistible offer

Essential elements:

1. Value to the offer
2. Language of the target market
3. Why? - Justify the offer
4. Accumulate valueRemember the infomercials, when they offered a product they gave 2 for the price of 1 almost at the end of the ad.
5. Upsellsselling complements, as in McDonalds: hamburger, fries and soft drink.
6. Payment planMake it as simple as possible and in a few steps, it is crucial.
7. Warranty
8. Scarcity: imply that the offer will be terminated but give the reasons why.

Focus on pain

What do you do when you get a headache, you go to the drugstore and buy relief, most of the time you don't care about the price. What you want is to relieve the pain.

Now imagine you buy a TV, and you are deciding whether to buy it on Amazon or Mercado Libre. It turns out that Amazon as an added value offers you the installation and configuration at no cost.

Your level of conversion is more effective when you focus on pain, rather than future pleasure. You get less resistance.

Nothing will compensate you more than the ability to write irresistibly. Clearly articulating why they should buy from you instead of your competitors, as well as creating excitement and motivating them to take action is one of the most important things you can do. marketing skills.

The Emotional direct response copywriting (direct response emotional writing) achieves powerful titles, strong sales and irresistible calls to action. It is known as "salesmanship in print"(The art of selling in text).

Use content that works like a car accident, no matter how much you don't want to, you can't help but look. Remember that people buy people, make your ads an extension of you, without corporate taboos. Just as you would talk about your products or services with another person. Don't be boring and send the information without fear.

Elements of good content

People buy with emotions and then justify them with logic.

Of the following 3 words which one causes the greatest emotional response:

1. Animal
2. Fish
3. Shark.

Changing one word in the title can drastically change the results.

Another short list of words that you can include in your titles:

• Free
• Your
• Save
• Results
• Health
• Love
• Demonstrated
• Money
• New
• Easy
• Security
• Guaranteed
• Discovery

The 5 motivators of human behavior, especially when it comes to buying:

1. Fear
2. Love
3. Greed
4. Blame
5. Pride

If your content doesn't provoke at least one of these emotions, you may be being too ineffective. The title is meant to get them to read the rest of the content.

Some of the most successful titles in history:

• They Laughed When I Sat Down at the Piano-But Then I Started Playing!
• Who Else Wants A Movie Star Doll?
•  Incredible Secret Discovered by Single Leg Player That Adds 50 Yards to Your Drives, Eliminates Hooks and Slices and Can Take 10 Strokes Off Your Game in One Night!
• Confessions of a Disbarred Lawyer
• Have You Ever Seen An Adult Male Cry?
• An Open Letter to All Overweight People in Portland
• Is A Child's Life Worth $1 To You?
• How a Freak Accident Saved Me from Baldness
• When the Government Freezes Your Bank Account-Then What?
• How a "Fool's Trick" Turned One Man into a Star Salesman
• Celebrity Actor's Wife Promises Under Oath That Her New Perfume Does Not Contain an Illegal Sexual Stimulant!
• Benefits Hidden on Your Farm
• Proven: Doctors Are More Dangerous Than Guns!

Want more ideas for attractive titles? Greatest-Headlines.

Fear of loss is one of the strongest emotions that can be provoked in the content of the sale. A knife in the hands of a surgeon changes lives, in the hands of a criminal it ends them. The same with the management of emotions.

Enter the conversation that is already happening in your customer's mind.

Think about how your target market makes them, what is their daily life, what are their concerns, what are their goals, what are their goals. Getting this right will put us ahead of the 99% competition.

It works with the amygdala which is the part of the brain that analyzes risks, assesses the risks that the client will analyze and works with them.

Traditional sales teaches us to overcome objections or identify if they are excuses. Part of good content is telling potential customers who my product or service is NOT for.

First: Filter out people who are not part of your target market, to ensure you don't waste time, you can use the method SPINwhich will be discussed in future articles.

Second: It makes it more credible right away, when you tell them. for whom the offer is intended. Make it look fairer by saying for whom it is and for whom it is not.

Third: Prospects will feel it's made for them. Much better than if you say it's for everyone. It gives the feeling of exclusivity.

Another idea is to get into the mind of the prospect, see what they reject and use what is known as "the common enemy".

If you ask most people why they have not been successful, the most common answers are:

• The economy
• The government
• Very high taxes
• Bad childhood or parents
• Friends and family who do not support them
• Lack of time
• Lack of money
• Lack of opportunity
• Lack of skills or study
• Unjust boss

There is only one thing wrong with the list, they are not on it.

"The common enemyis a good way to take advantage of the "no-nonsense" mentality.it's not my fault". Find something relevant and side with the prospect and tie him to the solution.

For example, "Free report reveals how to reclaim your money from government greed."

You connect with your customer with a common enemy and get them to look to you as a savior.

How to name your product or service

• If you have to explain the name, it's an automatic failure.
• The title should be the content.
• Always choose clarity over intelligence.