Begin with an organizing framework; this makes it easier for the buyer to understand your product. Like movie scripts, college essays, and novels, sales copy must have an introduction, a body, and a conclusion. Think about what you are selling and what benefits it offers the buyer. Will it make them safer, or thinner, or more beautiful? Will it make them healthier, wiser, or improve their social status? Push these ideas in your opening paragraph. In the body of the sales copy give specific examples. How does this car tell your neighbors that you are successful? In your conclusion, sum it all up, and don’t forget to remind the buyer of the main benefits of the product.
Your goal is to make an emotional connection with the buyer. All sales have an emotional basis; if the consumer doesn’t feel like buying it, it doesn’t matter how logical you copy is written. They simply will not buy. Most products have an emotional component to them, and it is your job to point this out. Why do lemon-scented dish detergents and floor cleaners outsell any other? Because we have been taught that a clean house smells like lemons! The first sales copy writer who pushed the lemon scent angle on a cleaning product probably made a fortune.
Make your product fill the needs of the buyer. People like to feel safe, they like to feel loved, they like to feel attractive and they like to feel rich. When researching your assignment, spend some time watching commercials. Ask questions! What are they trying to sell? Are they telling me that if I buy this, I will be like the actor on the screen? Try to figure out which advertisements are most effective, and why.
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