How to Write Your Ad So That It Sells


First, you need to know that people ONLY buy to get benefits. So it would make sense that you need to make a list of all the benefits that one can get.

Then you have to remember that benefits tend to ring hollow unless you have facts and features to back up the benefits people are getting. So make a list of all the supporting features that make the benefits believable.

Now you need to weave your story together to present the benefits and features together in a way that they want to hear it all.

Help you weave that story by using “connections” that move your prospect from one thought to another. Conjunctions like “It means”, “Plus”, “And”, “You might be wondering”, etc.

Finally, you need to come up with a “CTA” (call to action). If you can get them excited about your product or service, tell them what to do to get it.

The reason you want to do all of this is because a written sales message that works will work all day. Not like a commissioned salesperson who gets tired after 20 calls. Your written sales message can sell at 2 in the morning and still make the sale.

Don’t be afraid of a long-winded message. Why? Because prospects, not “people”, crave information. They need it to buy.

Use these ideas in your ads, blogs, websites, direct mails, etc. You will benefit from this.




There are two ways to be a lazy marketer.

One way is to use short copy that says next to nothing and hope they put the pieces together and see a reason to buy whatever it is you’re selling. This is the fast road to nowhere.

Another way to be a “lazy marketer” is to tell a complete SALES STORY. Now, it takes some work to create a letter or sales message that does a complete SELLING JOB, but once it’s done, you can “cut and paste” it in just two clicks.

Remember, “people” aren’t going to read your long-winded “sales story”… but you’re not marketing to “people,” are you?

Instead you are marketing “VIEWS”!!!!! And “prospects” are always hungry for information and will read ANY AMOUNT of advertising text as long as it is interesting and useful. For example, you’re still reading this post, so I might assume you’re a “prospect” for my writing services.

If they’re not real “prospects” they’re not going to read anything you say, so screw them. I have a 26 copy sales letter that I sometimes send to new contacts. (I’m lazy.) So this new connection was just teasing me when I attached this message to the “congratulations” message. “I’m not impressed,” he said. But he counted the paragraphs, which showed that he had read it.

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