Here’s a simple 10 step formula for writing ads or short sales letters:
- Call a friend, associate or employee and explain your product or service to them.
- Tape record the call.
- Have your conversation transcribed.
- Label every single sentence as “F” for a feature (describes what your product or service does), “A” for an advantage (over a competitor), and “B” for anything that’s a benefit (tells your customer what it does for them).
- Write the sentences rated 1-10 by their importance. 1 being the least important and 10 being the best. You will have an F-1, F-2, F-3, etc. B-10 would be the most important benefit.
- Combine the highest ranking features, advantages and benefits and create a headline from them. In other words, if you’ve got a B-10 and B-9, A-10 and A-9, an F-10 and F-9, combine them to create your headline. Next, use six to eight benefits to tell your story, six to eight advantages to create interest and six to eight features to credentialize your story with details and facts.
- Guarantee your product or service using risk-reversal.
- Tell them how to order and how to order now.
- Reward them for immediate action.
- Re-write five different versions.
This may seem like a lot of work, but I find it much easier than starting with a blank sheet of paper (or computer screen). Roll it out small to test it, and when it works, roll it out in a big way.
Here’s to Your Marketing Success,
Tim
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