1. SBM 338 Lanny Wilke

2.  Keys are simplicity, order, credibility, and clarity  Four basic format elements Lead-in paragraph  A bridge between the headline & the sales ideas.  Part of the “interest” step.  Must be engaging & able to convert a prospect’s reading interest to product interest.

3. Interior paragraphs  Should develop credibility by providing proof for claims and promises.  Should build desire by using language that stirs the imagination.  Support promises with research data, testimonials, & warranties.  Convinces customers of the validity of the product, improves goodwill, & stimulates sales.

4. Trial close  Interspersed in the interior paragraphs – suggestions to act now.  Asks for the order more than once.  Consumers often make the buying decision without reading all the body copy.

5. Close  The real action step  Asks consumers to DO something and tells them HOW.  Can be direct or indirect  Seeks immediate response  Should make it easy to take the desired action.

6.  Seven deadly sins Advertising-ese  May include unsubstantiated claims  Statements without proof  !!!

7. Bad taste  Sexist  Racist  Insensitive  Offensive  Vulgar  Attempts at hidden meanings

8. Deadwood  Saying the same thing in many different ways.  Make sure you cut to the chase.  Eliminate unnecessary words  Don’t overstate the obvious  WIMI….

9. Generic benefits (weasel words)  Vague (think Psychic)  Keep asking “So what?” Laundry lists  Grouping features w/o benefits & giving them all equal value.  Often used when product-knowledge is lacking.

10.  Wimpy words Passive voice dilutes the power of your ad.  There – generally don’t use to start a sentence.  That – leave it out if you don’t need it.  “Be” verbs – is, are, was, were, being

11.  Passive voice  The subject should be taking the action, not being acted upon.  Leading with phrases and clauses  Gets in the way of your main point

12.  Power Writing Mix short and long sentences Use simple words if you can  You’re not out to impress Write the way people talk Match copy style to product tone Use active verbs and positive attitude Be specific

13.  Use parallel construction  Use alliteration, rhythm, and rhyme – but use it judiciously  Tighten it up  Write out loud

14.  Strong opening line  Appeal to consumer’s self-interest POV? Point of View  Clear central idea – your USP  Strongest sales point first  Strong supporting info  Easy reading  Power writing – avoid clichés  Call to action

15.  The media plan