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Ideas/Section-8
By using these styles
as your framework, you can start writing a draft built
around your thoughts and sales ideas, in a more coherent fashion.
From there, you can choose a specific style or a combination of
styles, and create your very own direct response ad.
Style #1... PERSONAL/LETTER
This is an ad written in letter form, where you (the writer/advertiser)
narrates his story to the audience. In its most common form, the
story
usually tells about the writer's fortunate discovery of a money-making
scheme during a desperate time.
This style is usually loaded with tidbits of information impressing
upon
the reader how the writer had gone from being debt-ridden to becoming
opulently wealthy. In my opinion, this style of ad writing usually
borders
on the "fantastic", with unimaginative scenarios found
in many identical
overused stories. Many gung-ho ads are written in this fashion,
usually
with outrageous headlines that claim extraordinary results. They
are so
ridiculous they are usually more insulting than helpful.
Style #2... PRESS RELEASE
This is an ad written by an non-bias, outside person who narrates
to
the audience his observations and discoveries about the bizopp product
being covered. Some of these ads resort to fancy tags claiming that
they are an "investigative report" or "news breaking
development".
Unless the ad really has direct quotes lifted from popular publications,
using such fancy claims can backfire in the area of credibility.
This is particularly true if the publication
where the ad appears writes
the word "advertisement" somewhere on the page, just to
make sure that
readers do not confuse the ad as an editorial.
Style #3... BROCHURE
Although the brochure format comes in a variety of shapes and fashion,
it maintains a fundamental structure which consists of a headline,
a subhead, a few paragraphs of copy, ordering information, supplementary
offers, and closing tag line. In its most favored design, ads prepared
in this style always carry a "cut-along" order form, boxed
in broken lines
to catch the attention of the reader.
Most pros tend to favor this style because
the order form automatically tells the reader that they have to
do something after reading the ad. It is both a warning and a clarification
of intent. It is the advertiser saying, "I have something to
tell you. If you like it, I want you to order it - whether it be
the actual product, or just information about a product being sold".
