By Joseph Sugarman
This can be a scanned reproduction. good replica yet with out TOC.
Advertising secrets and techniques of the Written notice: the last word source on easy methods to Write robust ads replica from one in all America's best Copywriters and Mail Order marketers
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Additional resources for Advertising Secrets of the Written Word
So now we are ready for the fourth axiom. Axiom 4 Your ad layout and the first few paragraphs of your ad must create the buying environment most conducive to the sale of your product or service. It comesfrom understandingthe nature of your product or service. Greater understandingwill come as you read this book. But for now, reahzehow important creating the buying environment is to eventually selling your product. To understandhow we get the readernot only to read,but to feel comfortableand be in a buying mood in that environment, let's take time out for a little lessonon personalsalesability in general,in the next chapter.
So in copywriting as in selling, if your reader is not riveted to every word you write in the first few sentences,then your chancesof having that readerget to the real salespitch are very remote. This is certainlypossible,of course,but then it is often not very effective. I've tried putting the salesmessage at the beginning of an ad. I've tried using every trick in the book to prove my theory wrong and have failed at each attempt. Make that first sentenceso easy to read that your reader is almost compelled to read it.
Very nice," I nodded. " At that point the lady said, "Pleasefollow me," as shelifted the painting off the wall and walked towardsthe back of the large gallery. I followed. We entereda large room, carpetedfrom floor to ceiling. In the middle of the room were three very comfortable easy chairs all facing the front of the room where the salesladymounted the painting on the wall. She then went back to the entranceof the room, turnedup the classicalmusic being piped in through loudspeakersand dimmed the lights leavingtwo spotlightsfocusedon the painting.
Advertising Secrets of the Written Word by Joseph Sugarman