Write Ads That Sell With This
Easy-To-Follow Workbook and Guide
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1. What makes good ad copy? page 6 The most important thing when you're writing ad copy is to move your reader from a point of indifference to a place of action. To do that, you have to touch the reader at an emotional level. This section shows you how it's vital to understand what it is that your prospective buyers really want - not what they need. You need to engage them and create a subtle bond. It's about the fundamental elements of good advertising - attracting attention and interest, creating desire and conviction and then prompting action. 2. Know what you want from your copy page 7 You need to be clear in your own mind what you're looking to achieve by writing your copy. For example, do you want to attract new customers? Or do you want your existing customers to spend more with you - or buy more often? Or is it something else? In this section you look at your own specific goals and the specific action you want your reader to take as a result of reading your ad copy. Back to top 3. Step into the mind of your reader page 8 Before you actually write, you need to do some preparation. In this section you work through some important questions, so that you can create a powerful piece of ad copy for your own target buyer. You learn how to link your product or service with what your reader really wants, and how to angle your copy. This gives you a BIG advantage. With every question, we give you some example answers for a fictitious company - to help you pull out all the critical points for your own customer! 
4. Know your product and know your service page 13You may think you know your product and your service, but you may be surprised after you've worked through this section. You go through some additional questions - and every answer you provide will be another building block for your copy. Again, with every question, we give you an example that helps you understand the key points for your own business. You also look at the position of some of your competitors. Back to top 5. The 3 key questions in every buyer's mind page 16 In this section you explore the 3 key questions your customers will ask themselves before they buy. Once you understand these, you can write some stunning ad copy - and you'll be on your way to your first sale! 6. Hook the reader with your headline page 17 This is where you learn why your headline is the single most important part of your ad copy and why it's worth spending some focused time writing it. You also look at two of the most common ways to begin a headline and some of the ways you can structure it. Plus, we give you some helpful examples of powerful headlines, including some of the best words to include - no matter what you're selling. 7. Easy models for powerful headlines page 21 Here we give you some great opening words for headlines, so you can start to write your own. Plus, we give you a great tip to show you how you can learn even more about headlines every day - with no effort. Back to top 8. Add some subheadings page 24 Once you feel confident writing headlines, you'll find it easy to write subheadings, too. There are several reasons why subheadings are important. You discover these in this section. You also look at some specific examples, so you can start to write some for yourself. 9. To the first paragraph - and beyond! page 25 Now that you're confident about your headlines and about the things you need to say, you can quicken the pace and write the rest of your ad copy. You learn why many of the things you may have previously been taught about writing don't apply when you're writing ad copy, and you discover the things that do work. This is where you can really connect with your potential customer. You start to pull together some of the building blocks you've already drafted, drawing the reader in to your message. 10. Answer your reader's questions - and sell your product page 29 Here you make each point directly relevant to the needs and concerns of your reader. That's what sells. You pull together the most relevant points about your own product or service and start to turn them into further ad copy. Back to top 11. Reinforce your message with a customer testimonial page 30 
You learn why it's important to include quotes and testimonials from happy customers. Throughout the book, we give you extra tips in helpful reminder 'bubbles' - to give you even more value.Remember, right through this ebook we use examples that you can model - to help you get the most of the book. It means you're all set to create a message that engages and persuades! We also help you with the opening phrases of your paragraphs, so that your ad copy stays interesting and compelling for your reader. 12. Add more value and build your case page 36 There are just a few more elements to add to your copy now. You learn how to put your reader at ease and how to set your own product or service apart from 'the rest' by offering extra value. 13. Back it up page 38 Now you need to prove all the claims that you're making in your ad copy. You learn how to do this - and keep your reader interested at the same time! It's all about writing with your customer in mind. 14. Eliminate apathy by promoting an offer page 40 Here you learn how to motivate the reader to respond quickly by including a special offer. We show you some of the different types of offers and how to structure them. Then you write one for yourself! Back to top 15. Include a guarantee page 41 A guarantee helps build even greater trust and confidence and reduces the perceived risk for your readers when they're making a purchase decision. We show you some examples of what to include. 16. Tell the reader what to do next page 42 This is where you add a 'call to action' to your ad copy. It's the part that many companies overlook in their marketing - and yet it's one of the most important things! We guide you through the most important things to remember - and then you write one for yourself. Plus, we give you an extra tip for sales letter. 17. Let's review our progress page 44 This is where you go back over all the things you've learned and review it as one piece of powerful ad copy. You have an easy 15-point checklist too, to help you review all the things you've included so far.
18. Long or short? page 47There's no evidence to suggest that short copy works better than long copy. It depends what you need to say, what piece you're producing, how much space you have and how much time and attention the reader will give it. Here you explore some of the issues to consider - with 2 helpful examples. Back to top 19. Add good visual impact page 49 Your copy needs to be visually appealing. Here you look at some of the things to remember, especially if you're working with a graphic designer or web designer. 20. Your final checklist for persuasive copy page 50 Here you have a 16-point checklist to help you review and edit your ad copy. It helps you continue to write great copy! Reference page 51 We give you even more value here with additional headline examples that you can use in different situations, depending on what you want your headline to achieve. The examples are an invaluable resource for you to use every time you write ad copy! Back to top If you have any questions about this ebook before you buy, please contact me now and I'll be glad to help.
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