* POTENTIAL NEW FEATURE ALERT *
“Things I like about this advert…”
One of the things copywriters do to sharpen their skills is analyse winning adverts.
Some writers even handcopy them out, word for word, to ram the ideas into their noggin.
Most of the adverts we do this with are the mail order ads – the kind of sales letters that cost a bloody fortune to print off and mail so you KNOW a lot of copy blood, sweat, and tears went into them.
You’re probably not a copywriter though…
… so you probably don’t give a toss about this, but…
… it seems to me that analysing adverts and picking out the good stuff could be useful for business owners who don’t fancy spending hours handwriting old-school adverts in the hope of finding a nugget that will help them flog their $47 course.
Why don’t I find a few ads… pick out the good stuff and share it with you instead?
Seems like a solid idea.
Let’s see how it works…
Have a look at the image.
You might think I chose this leaflet for comic effect, but I didn’t.
As soon as I saw it, I liked it. There’s a lot here businesses could learn from.
Here are a few bits:
1. The headline – specific enough to get your attention, but…
… not enough to blow the reveal.
The natural response to “Halloween is not canceled!!” is
“Why? What’s happening?”
People don’t like the idea of missing out on anything, so they’ll naturally be interested to know what’s going on, so they don’t miss out on anything good.
2. “We can’t trick or treat”.
This seems simple, but think about how this COULD have been written…
“Boris has said we can’t…”
“Thanks to COVID and our inept government, we are not allowed to…”
None of that political, heated, and divisive nonsense.
Direct, straight to the point, and not blaming anyone – “we can’t…”.
Also… “we”. It’s about US. We’re in this together.
3. “So instead of buying sweets…”
Copywriters talk of price “anchoring”, where you try to position your offer in relation to something the reader understands, so they can appreciate the value.
“This house is only £380,000… or only 633,333 Snickers bars!”
This is kinda like that.
Instead of just asking for a donation, they’ve not only set the value against something relatively inexpensive – “sweets”, but…
… they also said “INSTEAD OF buying sweets”, so now you don’t have to find the extra money to donate…
… all you have to do is use the money you were going to spend anyway.
If you want people to buy your thing, that’s a great way to knock down one of the barriers to them clicking your green “BUY NOW” button – show them how they don’t need to find extra money, time, or effort to have it.
I’d like to do more of these, but only if they’re useful, so don’t be afraid to let me know what you think.