| ond step to the 7 secrets of advertising is to get | | | | — not just in the headline. |
| more prospects to read your ad till the end. After | | | | This means writing in benefits and not just |
| all, if we don't get to fully inform our reader how | | | | features. Your prospect is not interested in your |
| can we expect them to make a buying decision. | | | | product or it's features. They are only interested |
| And fully informed means, reading your ad rightto | | | | in what your product or service can do for them. |
| the very end. | | | | A simple way to translate features into benefits is |
| Here are 3 effective strategies to help you | | | | by using the 2 magic words — "which |
| achieve this. | | | | means". If for example you are selling a television |
| 1. Break up your copy | | | | set with a really big screen. |
| Remember your prospect is looking for a reason | | | | You could write "The top model in the A-brand |
| to turn the page or click off to another site so it's | | | | range has a big 60 inch TV screen which means |
| not just what you say but how you present it. | | | | you can create a movie theatre in your very own |
| Use short paragraphs and sentences. | | | | living room". |
| And break up your copy with Subheadings. | | | | 3. Use bullets effectively |
| Subheads make it visually more appealing for the | | | | Like subheads, bullet points help break up your |
| reader so they are more likely to start and | | | | sales letter and make it easy to ready as well as |
| continue reading if it looks easy. | | | | appeal to skimmers. People like that sort of |
| Just be sure that the copy that immediately | | | | checklist, like rapid fire. |
| follows is totally relevant to the headline. | | | | Some of the most effective bullets are |
| And that each section flows into the next. | | | | Blind bullets which are a teaser and don't give |
| You should use them like bridges throughout your | | | | anything tangible but they do create curiosity. |
| copy to move your reader from one point to the | | | | Give away bullets where you give the reader |
| next - linking all the main elements of your letter. | | | | a nugget of tangible information which makes |
| This also means that skimmers can quickly scan | | | | them think if you are giving this away the |
| or scroll down your entire letter and still get the | | | | information you are selling must be really great |
| message even if they are not reading every | | | | and valuable. Use this sparingly, say one at the |
| word. | | | | beginning and one at the end of your bullet list. |
| 2. Turn features into benefits | | | | Short sentence bullets that let you pack in a |
| You've maybe heard that we're all listening to our | | | | lot of information in a concise way. Like a shorter |
| own radio station called WIIFM or "What's In It | | | | version of a short paragraph. |
| For Me." | | | | Written in benefit terms that translate a |
| So if your prospect is thinking in | | | | feature into a benefit that solves the reader's |
| "what's-in-it-for-me" terms then you need to be | | | | problem. |
| writing in those terms. They will only be stopping | | | | Use these techniques to have your prospect |
| on your ad long enough to see if there is a | | | | reading your letter or ad right till the end you are |
| possible solution to their problem. | | | | bound to increase your sales results. Especially if |
| And to keep your reader interested you need to | | | | they trust what you say. |
| be writing in WIIFM terms throughout your copy | | | | |