Basics About Ad Writing

One of the lessons about persuasive writing techniques for ad writing is that there is power in simplicity. We know that because that was the style of one of greats in the world of advertising - Claude Hopkins. His persuasive writing techniques for ad writing were always simple yet effective.

Vince Lombardi, legendary coach of the Green Bay Packers who always stressed the importance of mastering the simple basics and won championships based on that philosophy, would've loved Mr. Hopkins style.

You should too. In fact if you can find it you should read his book Scientific Advertising. It is a classic. Anyone from a professional in advertising to the small business owner trying to survive can learn a lot about advertising from this short book.

A modern day copy writer had this to say about the book,

" Nobody should have anything to do with advertising until he has read this book (Scientific Advertising) seven times. It changed the course of my life." David Olgilvy

What made him such a powerful writer? He knew his prospects. He admitted he didn't know the rich people so he couldn't sell the Rolls-Royce or Steinway pianos. But he did know the common folk.

He loved to "talk to laboring men, to study housewives who must count their pennies, to gain confidence and learn the ambitions of poor boys and girls."

He purposely would choose to use simple words and short sentences in his ads. Scholars would ridicule his lack of perfect grammar, but he could write a persuasive ad because the common person felt the ad writer understood and knew them and felt their needs.

So must you.

As a small business person you must make understanding the lives of your prospects a primary focus. What are their needs, wants, desires? What circumstances has life dealt them? What is their life like? Begin to put your head into their thoughts as they face the world each day.

Once you do that you'll more readily be able to show how your service or product can make their life more fulfilling. Then you can make your product something they ask for, rather than something you have to push.

Get to know you prospects. Talk to them just like you would your best friend. Your ads will become the type of writing that takes on the power to get results.

Go get the book.