Advertising Secrets of the Written Word is an old-school book on copywriting. But that doesn’t mean it’s not relevant to the current times. It’s a book for print ad copywriters. And it’s suitable also for landing page and other long-form copywriters of the digital world.
The book contains everything about landing page elements and ads: the graphical elements of an advertisement, the actual copy and the psychological triggers.
This article is a checklist of all those ad copy elements in a landing page/print ad.
The Graphic Elements
The most prominent element of advertising copy is its graphical part:
1) Headline: To get the prospect’s attention and draw them to the subheading.
2) Subheading: To provide more info and explain the attention-getting headline.
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3) Photo or Drawing: To get the prospect’s attention and illustrate the product.
4) Caption: To describe the photo used on the page.
5) Copy: To convey the main selling message of the product.
6) Paragraph Headings: To break the copy into chunks and make it look less imposing.
7) Logo: To display the company’s name selling the product.
8) Price: To let the prospect know what the product costs.
9) Call to Action: To give the prospect a way to respond to the ad.
10) Page Layout: To make it easy for the prospect to get the message and act on the ad.
The Copy Elements
The actual copy is an essential element, of course:
1) Typeface: To give the ad copy its personality, emotion and legibility and make it inviting.
2) First Sentence: To give the prospect a compelling reason to read the next sentence.
3) Second Sentence: To maintain interest and continue the momentum of the first sentence.
4) Paragraph Headings: To make the copy look more inviting for the prospect.
5) Product Description: To explain a complicated product in a simple way and vice versa.
6) Features: To highlight the uniqueness and novelty that differentiates the product.
7) Technical Details: To show expertise and build trust among the prospect.
8) Anticipated Objections: To impress confidence that you know the prospect’s pain points.
9) Resolved Objections: To provide alternative solutions and dispel the concerns completely.
10) Gender: To show you recognise your ideal prospect and communicate with them.
11) Clarity: To avoid confusion and get prospect to enter the slippery slide and stay there.
12) Rhythm: To make the copy read like an entrancing song.
13) Support: To alleviate concerns regarding help and service.
14) Facts: To let the prospect know what the product or service looks/feels like.
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15) Trial Period: To build faith in the product and make the prospect comfortable to pay.
16) Price Comparison: To establish value in the prospect’s mind.
17) Testimonials: To add credibility.
18) Price: To tell the prospect the money they have to pay.
19) Offer Summary: To act as a reminder of the actual offer and strengthen your point.
20) Call to Action: To give the prospect a way to act and pay.
The Psychological Elements
The subtle element of an advertisement is the psychology used:
1) Feeling of Ownership: To engage the prospect in the buying process.
2) Honesty: To make the prospect believe in your offer.
3) Integrity: To ensure each element in your copy reflects the correct message.
4) Credibility: To remove any objection that stops the prospect from paying.
5) Value: To position the product as a valuable investment for the prospect.
6) Justify the Purchase: To give reasons to the prospect to want and need your product.
7) Greed: To motivate the prospect to go for the purchase.
8) Establish Authority: To make the prospect buy from you regardless of how popular you are.
9) Satisfaction Conviction: To convey the message that the product is indeed beneficial.
10) Nature of Product: To create a powerful and emotionally dramatic presentation.
11) Current Fads: To connect the prospect with the fads and leverage their popularity.
12) Timing: To understand when to promote and when not to.
13) Desire to Belong: To make the prospect belong to the group that owns that product.
14) Desire to Collect: To fulfil the emotional need to collect something special.
15) Curiosity: To make the product attractive to the prospect.
16) Sense of Urgency: To avoid the thinking delay and make the prospect buy at the moment.
17) Instant Gratification: To capitalise on the advantage of buying online.
18) Exclusivity: To let the prospect feel they’re special if they buy the product.
19) Simplicity: To build vibrant images that have an impact on the prospect.
20) Human Relationships: To have the prospect resonate with your product emotionally.
21) Guilt: To create the obligation for the prospect to take some action in return.
22) Specificity: To bring believability to your offer.
23) Familiarity: To befriend the prospect and create some attraction.
24) Hope: To create a possibility of a future benefit for the prospect to order.
And that was all from the book.
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