There
are many schools of thought on how to write a successful
direct-response
ad, letter or brochure. Some say you
need to be subtle,
some
say be harsh, some say be round-about, some say be direct. There is
one
technique, though, that is coming to the forefront as one of the most
successful
to employ.
Info-Loading
is the style of overloading an advertisement with information
about
your product or service. The theory is,
you give the customer more
information
than they'd ever want on your product/service, and they'll feel
more
confident about you and what you offer.
Also, the customer that
actually
reads through it all is the one who's interested enough to buy
what
you offer. The good news is, it works!
Here's
how to do it. Say you're planning a
quarter-page display ad in a
magazine. Instead of leaving a lot of white space, so
it looks open, and
instead
of putting pictures in to catch the eye, fill the whole space with
text! Load it with as much information as you can
fit in, without making
it
unreadable. To prevent it from looking
like a grey blur when the reader's
eyes
scan through the page, put a bold, black box around the ad, a bold
headline,
and emphasize important words and phrases with bold print.
You
can do the same thing with a mailing.
Put together a four-page sales
letter
loaded with copy, then add a brochure/flyer that re-emphasizes the
important
points in even greater detail.
A
few cautions with this technique. First,
make sure you actually have
something
to say! We are so conditioned to being
economical with our
words
in advertising that it'll be hard to info-load without feeling
repetitious.
Instead of rambling on about features, tell customers every
single
benefit they'll get from your product/service.
BENEFIT is the
important
word.
Give
Info-Loading a try. Depending on your
audience and what you're
trying
to sell, you may find that info-loading can load more sales into
your
bank account!
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