SBM 338Lanny Wilke

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.

• Interior paragraphsShould 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.

• 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.

• 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.

Seven deadly sins• Advertising-ese

May include unsubstantiated claims Statements without proof !!!

• Bad taste Sexist Racist Insensitive Offensive Vulgar Attempts at hidden meanings

• 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….

• 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.

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

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

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

Use parallel construction Use alliteration, rhythm, and rhyme –

but use it judiciously Tighten it up Write out loud

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

The media plan