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| Most recent high quality published articles about Advertising on Content for Reprint ... |
Monday, April 14, 2008 --- 144 days ago http://www.content4reprint.com/business/advertising/we-we-advertising-copy-does-
| We do this. We do that. We have. We are. We can. If your ads are going to sell anything, you need to convert we to you. Your ads need to address what is in it for your customer. They (customers or prospects) could care less about you! Here is a piece of copy I recently lifted out of a Minnesota newspaper ad: We have been in business 92 years. Here is a better way to say this: You can take advantage of expertise that has weathered the test of time. You can feel confident you are working with a business that is not just another pretty face or a fly-by-night. See the difference in believability? Nothing wrong with being proud of your company and what it has to offer. However, understand very clearly that your customers care far more about how well you can help THEM meet THEIR needs. If you want your ads to produce results, you need to make your customer your specific target market--your focus in your copy. What words you use and how you use them are immediately apparent to the reader of your ad. Do not get caught up in your own wonderfulness. Talk instead about all the ways your customer or prospect can benefit from your expertise and the stuff you sell. When you we-we all over yourself, you send potential customers scurrying for the exit . . . as in turning the page or the dial! If you want to guarantee that you are talking benefits, give your copy the so what? test. New coffee mug has built-in heating ... |
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