The most effective way to write copy that sells is to explain how the product or service can benefit the customer. Customers buy benefits not features, and in most cases they can go to any online site or retail store to purchase that product or service. Therefore, you have to stand out from the competition.

Know Your Target Audience In order to write effective copy you need to know who your target audience is. Are you advertising to teenagers, housewives or engineers? The language and style you portray will be very different for each. Then write as if you were talking to them.

Differentiate Yourself There are numerous products claiming the same results and many stores selling the same products. Good copy will set you apart from your competitors and will convince customers that your product or store is better than anyone else’s.

For example, there are many golf stores, but not all of them have indoor simulators, fitting, regripping, lessons, etc. To set yourself apart from the competition, these services should be stated as to why your store is the place to shop for all of their golf needs.

The AIDA Formula The AIDA is a copywriting formula used to create motivating copy: Attention, Interest, Desire, and Action.

1. Attention Headlines grabbing headlines are one of the most important pieces of your ad. Effective headlines draw the reader into the copy; poor headlines lose the reader to someone else’s ad.

The headline should express how it benefits the customer. Some effective headlines are:

• How to save money on your heating bill

• Know the secret to chewy fudge-like brownies

• Lose 15 pounds in the next 30 days using our fitness machine

2. Interest Highlight Benefits, Not Features. Write copy with your customers needs in mind. Customers want to know how your product or service benefits them, and why they should go to you instead of your competitors.

Before you create your ad make a list of the product or service features. Then write the benefits. These should be the focus of your ad. Remember, customers buy benefits, not features.

3. Desire Make your offer irresistible. For example:

• Add a complimentary product for immediately ordering

• Offer an introductory price. Be sure to tell them the price only lasts for a specific amount of time.

• Provide free shipping (for a specific amount of time)

• Create a fear of loss such as ‘while supplies last’ or ‘first 50 customers through the door receive a free product’, etc.

4. Action Use a call-to-action. Tell your customers what’s the next step. For example:

• Call 555-555-5555 today to order or to make an appointment

• Visit our website at www.companywebsite.com

• Bring in this coupon by 12/31/09 to (store name) to receive $25 off your next purchase

Sell it to Yourself Last but not least, sell it to yourself. Ask if I was the reader, would I be persuaded to buy the product or service?