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 test and 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 the target 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 %) - 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 Audience Complete message (w/ benefit) Lead us to body copy. Desire (Details) (Body Copy) Motivates (be distinguished) Persuades Proves superiority Satisfies need Call to Action Phone # for trip

CH 3: Writing to Communicate

You sell more merchandise when 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 to write 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 considered its audience, how might it be different? How might we find out what kind of approach would appeal to the prospect?

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 the important message here? How might it be more clearly communicated?

What problems do you see with 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

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 ). - 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 Avoid in Advertising

Body Copy Checklist (pp ) 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”