From CH 4 & 6:

Goals & Objectives (Types of Ads)The AIDA Formula

Copy Motivators

Goals and Objectives

1) To sell products directly (mail-order advertising)2) To generate sales leads (inviting you to

call a toll-free# or visit a web site, etc.)3) To build awareness of product

(packaged goods, consumer products)4) To build the company’s image

(corporate advertising)

The GOAL is to sell.The OBJECTIVE tells how. Types of ads (p. 103):

AIDA Formula for Ads

Attention + Interest + Desire + Action

P.S. This will be on your testand is not featured

extensively in your book.

Attention + Interest

Headline & Visual (Review)- Get attention.- Target Audience- Communicate complete message w/ benefit

(preferably USP)- Lead us to the body copy.

Desire (Details) Body Copy: SELL THE DREAM- Motivate us to buy

(build desire—motivators on next screen) - Persuade (can use logic, emotion) - Prove superiority (prove the USP)- Satisfy need

NOTE: We represent what thetarget audience aspires to.

- This will be on your test as well.

Desire (Details) - Tips Some Copy Motivators to Use (see 72-73)- To be liked, to be sexy, to make money,

to be appreciated, to save time, to save money,to be secure, to be attractive, to be happy, to be comfortable, to have fun, to be healthy, to gain knowledge, to be right, for convenience, out of fear, out of guilt, to be distinct, to feel important, to make work easier,out of fear, out of greed, out of guilt

- Know your target audience.

- Sell the dream. And “sell the sizzle, not the steak.”

Action Call to Action: Ask your audience

to do what you want them to do:- Call a toll-free #?- Visit a web site or mail in to request info?- Buy now? (mail order form)?- Cut coupon? (increases response 25-100%)- Visit a location? (need an address)- Or do we already know where to go?

This will be on your test as well.

Example Attention & Interest(Headline & Visual)Gets attention.Target AudienceComplete message (w/ benefit)Lead us to body copy.

Desire (Details)(Body Copy) Motivates (be distinguished)PersuadesProves superioritySatisfies need

Call to Action Phone # for trip

CH 3:

Writing to Communicate

You sell more merchandisewhen you write clear copy.

We critiqued this ad.And we see it’s unclear.

We critiqued this ad.And we know it’s unclear.

Let’s see how towrite clear copy. . . .

Tips Continued

1) The READER comes first.- Select one person to write to.- KNOW your target audience

(their dreams, needs, fears)- Address reader as “you- Avoid “company-centered language”- (Read p. 32 example)

If this ad really consideredits audience, how mightit be different?

How might we find outwhat kind of approachwould appeal to theprospect?

Tips Continued

2) Organize your selling points- Feature the important sales message

in the headline, etc. (example of student who didn’t)

Tips Continued 3) Break the Writing Into Short Sections- Use subheadings

(in bold, like the ones on this page)- Use space between paragraphs

(like the ones on this page)- Use numbered points and bullets when possible

(yup, this page)- Keep paragraphs short.

What is theimportant message here?

How might it bemore clearly communicated?

What problemsdo you seewith this ad?

Tips Continued 4) Use short sentences.

(and vary your sentence structure)

5) Use simple words(examples p. 39)

6) Avoid Technical Jargon(unless 95% of your audience will understand)

7) Be concise (economical).(Use few words with the most meaning.)examples: pp. 42-43

8) Be specific.(Read p. 46)

Tips Continued 9) Get straight to the point.

Body copy first line should be strong like the headline.Headline launches into the body copy.(examples: p. 109 – read 110)

10) Write in a friendly, conversational tone.- Use the language your audience will relate to.- Use fragments and contractions.- Begin sentences with conjunctions (and, but, etc.)

11) Avoid sexist language (p. 49-50).- Sexist: “Each doctor makes his recommendation.”- Awkward: “Each doctor makes his recommendation.” - Fix by using “plural: “Doctors make

their recommendations.”

How Long Should Body Copy Be? The body copy should contain enough information—no

more, no less—to convince the greatest number of qualified people to take the next step in the buying process.

Needed length depends on the product, the audience, and the purpose of the copy.

Ad for Coke: Probably no body copy. People already know about it. What would we say? It’s sweet? It’s tasty?

Ad for a Food Processor: Let people people know what it can do, etc.

Ad for Mail Order Weight Loss Pill:Extensive body copy—complete sales job.

Worksheet

Words to Avoidin Advertising

Body Copy Checklist (pp. 54-55)

1) Does the copy fulfill the promise of the headline?

2) Is the copy interesting?3) Does it follow the tips for writing copy?4) Is it believable? (avoid hyperbole)5) Is it persuasive?6) Does it flow smoothly?7) Does it call to action?

Questions?

See Writing Assignment #1“Reasons Why”