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Additional info for Advertising Age - 28 March 2011
I refer to that as an ad, and I also refer to an e-mail that’s trying to make a sale as an ad, and I also refer to a Google AdWords ad as an ad. Whatever copy you’re writing, for the purposes of our discussion in this book, is an ad. Each of those items that I just mentioned—the e-mail, the sales letter, AdWords—has a headline, so the principles apply, even though the execution may be somewhat different. You can compare this formula to just about any sales letter you encounter online, and I think you’re going to see that they all follow it pretty much to the letter.
5. Subheads: Smaller headlines that separate major sections of your sales letter; the “bucket brigade” of your copy. 6. Lead: Sets the criteria of who this letter is for and what they stand to gain by reading it. 7. Rapport: Demonstrates that you know the reader’s pain and understand his or her problem, and identifies some common experiences you have with the reader. 8. ” 9. ). 10. Testimonials: Third-party verification that your solution does what it claims to do, from credible people who know.
That Keeps Them Rich, and You Broke! 7) The command headline. Again, you need to know your audience very well and be sure of what you’re doing before you use this particular headline. When you’re using it with the right readers, however, it can be very effective. You’re simply telling your prospects to experience the benefit of your product. You’re telling them what to do. S. ” They changed it recently. Heaven knows why; it was ill-advised in my opinion. Now it says, “AN ARMY OF ONE,” which makes no sense.