Rules for Effective Advertising

To create advertising that generates a high response, there are four key rules to follow.

1. Be Distinctive

Your ad must grab the attention of your audience. In a world saturated with advertising, you need to do something that stands out from the crowd. This could be a unique visual, a surprising image, or a clever concept.

2. Have a Screaming Headline

Your headline is the most important part of your ad. It should:

• Communicate in 3.2 seconds: Get your message across quickly and clearly.
• Offer a Benefit: Tell the prospect what's in it for them.
• Focus on "You": Use "you" and "your" to make it about the customer, not about you.

3. Write Compelling Body Copy

Once the headline has hooked them, the body copy must keep them reading.

• Focus on the Prospect: Continue to focus on the customer's needs and desires.
• Tell a Story: Unfold a compelling narrative that draws the reader in.
• Benefit-Oriented: Don't just list features; explain the benefits of those features.

4. Include a Call to Action

Tell the reader what you want them to do next.

• Create Urgency: Give them a reason to act now, such as a limited-time offer or a bonus for the first 100 responders.
• Make it Easy to Respond: Include a phone number, website, or a coupon to make it easy for them to take the next step.