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Ideas/Section-8
Direct Response ads are
action ads. They are designed to solicit a specific
response or action directly from the person reading your ad. There
are two
fundamental questions you must first answer before you write your
ad:
>> What do I want to achieve?
>> What do I want my readers to do?
If you do not have a simple and very definite
answer to even one
of these two questions, don't write an ad. That is like driving
your car with no definite place to do. Try asking yourself these
questions: "What Do I Want To Achieve?"
>> What do I really want this ad to do?
>> Do I want it to make a profit and make more
money than what it costs?
Or...if not, then what do I want?
>> What Do I Want The Reader To Do?
Do I want them to dance? Sing? Feel good about themselves?
Or stick their heads out of their windows and shout obscenities?
>> Or... do I want them to write me a check for $29, plus
$6 shipping and handling?
To be specific means to be specific all around. Therefore, your
ad copy must
be very clear, demanding both the attention and the respect of your
reader.
REQUIRE A SPECIFIC RESPONSE
Always stick with just one response objective; anything else is
windfall.
Do not give your readers an option between two type of responses.
They are
already deliberating whether or not they want what you're selling,
do not
throw in another question that will make things more complicated.
If you
want them to actually place an order and send you a $30 check or
money order,
stick to that response objective. If an unsolicited inquiry (no
order or
payment) arrives, simply treat it as a highly qualified lead. Since
your
principal objective is to generate direct dollar sales, all leads-only
responses should be treated as a windfall.
