On a daily basis we are assaulted by print ads from the time we step out of our houses until we go to bed again. We only remember certain ones. Why is that? What makes some print material stand out from others? It is actually a combination of triggers and aesthetics that are designed to catch and hold a readers’ attention. There is a great amount of debate as to which ones are the most important.
In my opinion there are two that are irreplaceable: the title and motivation. The title must grab a reader's attention and make them want to read what you are offering. Compare these two: “Possible Cancer Cure” to “Cure For Cancer Found.” Which would you rather read? The title has to get hold of a reader and make them read; not just think about reading. What is a title worth if the copy that follows it does not hold a reader? A reader must feel motivated to continue reading. If you can get a reader to finish your article you are far more likely to convert a sale than if they finish the first paragraph and skim the rest or, worse yet, put the article down. The last part of motivation is in the sales pitch you sprinkle throughout the copy. It is all designed to motivate the reader/buyer to purchase your product. Making your print ads work is nothing to sneeze at. It is not at all easy to do and takes a very skilled hand and a lot of practice. Many freelance writers fail in their first several tries. People spend years in college learning what motivates buyers to part with their cash. Others just seem to know what causes the money to flow. What have you found that works for you?
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