My thoughts on writing ad copy

Time has definitely proven that words have a huge, sometimes life changing effect on people. But I do have a bone or two to pick with some ad copy philosophy. First let me point out a regurgitated message that some marketers still to this day fail to see and that is people don't fall for the same sales message that they did 30 or 20 or even 10 years ago. Now of course some still do but why is that? Simple they don't want to think or educate themselves, so what about the vast majority of ones that actually do their own research; they realize we do have this thing called the internet. Granted there is a lot of B.S. online but does that mean everything is hype, of course not. So the main question is who is your audience and how is a certain product sold to different demographics. Let's say you have a health product for instance that is genuinely helpful for people and you decide to make grandiose claims about the product, now how is that going to impact your buyer? First thing to keep in mind is that individuals who are health conscience are generally thinking and aware, so would saying things like "reverse the effects of aging" or "this cures cancer" or "miracle product" going to convince these type of people, well if you sell these products you tell me. On the other hand you have those who want a quick fix and will absolutely go for these types of statements. If the old methods still worked for the masses then we would not see the rise in information but the problem then becomes that there is too much info, information overload and it can seem daunting to decipher what's legit and what's hype. How do we deal with this? Again its simple, we have a conversation, now I know you're going to ask "how do you have a conversation with someone through written words"

Greatest example of all time, get ready for it and don't be shocked THE BIBLE. Think about it, whether you're religious or not if you have any knowledge of the bible or somewhat believe in the bible you would know that it's what some people feel is God's way of communicating with us, how so. You wake up one day or getting ready for bed and you say a prayer, you ask for guidance, understanding, or any question that you desire an answer to, does God appear to you and give you the answer, well some people would claim this but most would acknowledge that he doesn't, so how does he communicate then? You don't necessarily have to believe what's in there that's hardly the point, the bible doesn't have a checklist of subjects that are cataloged and organized where you can just say ok there is the answer but what it does do is relate specific examples that you can relate to and gets you to think and meditate on your own because we do have a brain of our own, now religion a lot of times gets in the way of us thinking on our own but that's another subject for another time but the main point is people don't want to be sold isn't this obvious, they want a variety of information from various sources so they can weigh the pro's and con's. Example: let's say I'm promoting a really beneficial vitamin; this is how you would have a conversation in your content. "Will taking this vitamin get you back to perfect health? , will not taking this vitamin get you back to perfect health? I agree with you, NO neither will get you back to perfect health, but at times you ask yourself do I need a little supplication for what I miss out on in my daily diet? You personally might need some supplication or you might be someone that has a diet and routine that works for you but it might not work for other individuals, everyone's different you know that already it's just common sense. The most important thing is that if you do decide to add this to your daily supplement, the only guarantee I can give you is it won't make your nutrition worse but it does have a great chance of adding more balance and nutrition that you feel you may be lacking so just make sure you don't substitute your healthy diet you follow already with only this vitamin because you need both in order to have maximum effect, I think most people reading this would agree that's pretty reasonable. So do your own research on the benefits and check our references on this product and if you decide its worth a shot, do it the right way and you will see the difference sooner than later" Before I point out the effects of the content here I must first address something I didn't do in this ad copy, I didn't ask for the sale and I didn't have a call to action, this is the most absurd thing you can do in sales because people buy when they are ready to buy not when you want them to buy, if you're like me nobody can convince me of anything I have to convince myself first so I need the information and not someone's opinion we will make our own opinion. So let's look at a few key points in this content, first don't insult someone's intelligence, second don't tell them that what they are doing is wrong, and third give them credit for what they are already doing, your job is to make their situation better and not necessarily always change it. Now in some cases decision makers will need to make a complete change but they will never do it overnight they will almost always look for little tweaks first before a complete overhaul because resistance to change is human nature, consult don't sell.

Probably the most polarizing change in sales methods is definitely in the car industry, yeah no kidding right. What has this industry done specifically? Well I'll tell ya, they have taken the power away from the salesman and given it directly to the buyer, how so? Information duh, anyone of us can look up the dealers cost for a vehicle online or using Car fax to see if a car is salvaged any number of facts are at our disposal now and this drives the sales staff insane. So what should a sales person do about it, the answer should be obvious but it isn't always to some and that is to be at least as informed as the buyer if not more informed I mean you work there you shouldn't have any problem getting all the facts about your product but people can be lazy and just want a quick sale I get it but you won't have long term success, believe me I know I sold cars before.

Not everyone can be good at everything, there is such a thing as talent, now I know very little about generating traffic or writing code so on and so forth but I do know modern human psychology and not from any formal education but from experience with people. I know how I want to be treated when making a buying decision and actually it's what most people want as well.