‘Write Better Ad Copy with This 1 Rule’ – Entrepreneur
Craig Simpson says, “One of the best, most succinct rules for writing ad copy that works is to “sell the sizzle, not the steak.” The heart of any successful direct mail campaign is the sales piece. That’s where it all starts.
The whole point of mailing your literature to a large group of potential buyers is to put into their hands something that represents you. It’s as if you are personally telling them about your product and convincing them of its value. So, how do you create a sales piece that really sells?
Step one is to avoid a mistake that many new copywriters make: focusing on the features of the product or service. How shiny it is, how cool it looks or what that red button does. It all sounds great to you — you love all those features. You put a lot of effort into building them in.
But the fact is, people don’t buy features. They buy benefits. Whiter teeth, a slimmer waist, more money . . . you get the idea. And this goes for all people — whether you’re mailing to consumers (B2C), or other businesses (B2B)”.
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