How to Write ‘Easy Reading’ Ads Your Prospects Will Remember

Look inside just about any advertising book, and you’re almost certain to find a section stressing the importance of easy-to-read copy.

After all, using words your prospects understand is a basic rule when crafting an effective message.

I admit, though, writing "easy reading" copy is a battle I fight every day.

One reason why is because, until recently, I couldn’t find an explanation of how readability is measured.

Sure, I understood the importance of using short sentences and simple words.

I also realized you could spell check your document in Microsoft Word and learn its Flesch-Kincaide Grade Level -- a number that corresponds with the years of education generally required to understand the text.

But I still wasn’t clear about the exact factors that determine readability. I wanted specific guidelines I could follow to virtually guarantee anything I wrote was easy to read and understand.

A couple of weeks ago, I finally found what I was looking for ...

In July, I began studying Clyde Bedell’s advertising course, "How to Convert White Space into Advertising That Sells."

An advertising copywriter and consultant, Clyde wrote for notable companies such as Butler Brothers, Ford and Mercedes-Benz from the 1930s to 1960s. He was also the first person inducted into the National Retail Advertising Hall of Fame.

In his course, written in 1963, Clyde uses the following four factors to explain the analysis behind an "index of readability":

1. Sentence length (i.e., number of words)

2. Word simplicity (i.e., absence of affixes or the number of syllables per 100 words)

3. Personal words (i.e., pronouns and words with masculine or feminine gender, such as man, uncle, actress, fisherman)

4. Personal sentences (i.e., direct quotes or sentences that carry direct commands, suggestions or questions for the reader)

By itself, this is valuable information. However, what he mentioned next is the key that could unlock your treasure chest of advertising gold.

"Your sentences to the public in advertising should average not over 14 words. Fewer would be better. Syllables should be kept to 140 per 100 words -- or less. 'Personal words' should make up about 10% of your ad writing."

Of course, these recommendations assume you run ads with more than just a few words and a price splashed across a product picture.

If you use copy-starved ads because you think people won’t read a lot of text, I encourage you to re-think this belief.

True, most people will not read ads filled with text ... but your prospects will! Why pursue the general public when you can target prospects who crave information about your product?

If you need proof of how well long copy works, search online for early Campbell’s Soup magazine ads. The company became one of the nation’s most successful advertisers by running ads averaging well over 200 words -- and they were selling 10-cent cans of soup!

According to Nielsen Monitor-Plus, last year Campbell’s Soup spent $525 million advertising its family of brands.

They must be doing something right.

Public Relations or Advertising: Which is Best for Your Business?

On Tuesday night, I caught a couple minutes of my favorite television show -- The Big Idea. Hosted by Donny Deutsch, a long-time advertising executive, The Big Idea is an excellent source for getting daily advice from a wide range of entrepreneurs.

Tuesday’s topic was how to make your company a household name. Included on the panel were professionals from the public relations and advertising industries.

Donny is always eager to create a little controversy (one reason why the show is so entertaining), so I wasn’t surprised when he presented the following question to his guests:

If you’re a business owner on a limited budget and you could pick only one area to concentrate on, would you focus on advertising or public relations?

Without hesitation, I blurted out my response.

Ask this question to a random set of business owners and it’s likely many will tell you there’s little difference between the two. But the truth is these industries are completely different, especially when it comes to print.

While advertising requires payment for space in a publication, effective public relations results in free exposure (assuming you don’t hire an agency) for your product or service.

What’s more, readers realize you’re trying to sell them something when your information is presented in an advertisement. As a result, they’re naturally cautious. With public relations, you get a third-party endorsement from the media -- a factor that boosts your credibility.

An issue some people have with public relations is that you have limited control over the way the media portrays your company, but I think that’s a risk worth taking.

If you’ve read to this point, my answer to Donny’s question is pretty obvious. But there’s one big reason why I believe in public relations ... and it has the potential to impact your business on a grand scale.

You can multiply your message with public relations.

Here’s what I mean: When you’re featured or your product/service is mentioned in some type of print media, there’s a strong possibility your news will be seen by more than just that publication’s audience.

Most media these days have an online presence. Thanks to social bookmarking sites such as Digg, StumbleUpon and reddit, information -- including news articles -- is shared more than any other time in history. Regardless of your industry, social media makes it possible for you to reach a global audience without spending big bucks.

Also, the popularity of blogging has turned anyone with Internet access and an opinion into a reporter. Underestimating the blogging community’s publicity power is a huge mistake.

And, remember, writers and editors don’t just read their own publications. Fresh news comes from many sources, including competing publications. This is one reason why you sometimes see similar features in multiple publications.

So now that you know public relations is a cost-effective tool for your business, how do you use it?

As a regular contributor to several publications, here are my suggestions:

• Learn which writers cover your industry. This task is as simple as studying the publications you want coverage in and watching to see who writes about topics related to your industry.

• Volunteer yourself as a source. As a writer, it’s not easy finding qualified sources for articles. Once you learn the writers covering your industry, contact them and offer to answer questions for future articles.

• Request editorial calendars. Most trade journals determine themes for future issues months in advance. Editorial calendars are a great way to find out planned topics so you can offer your knowledge or, in some cases, submit your own article.

• Send out press releases. I don’t think enough companies send out press releases. Newsworthy events happen all the time. You just might not realize it because you’re too close to daily operations. Start asking yourself the following question: Would what we’re doing today interest someone outside of our company?

• Pitch article ideas to writers/editors. This is a challenging task for many people, but it’s worth the effort. When you pitch an idea, grab the writer/editor’s attention by describing why your topic is unique. Also, explain why it will benefit the publication’s readers.

Have an opinion about this topic? Please click on the “Post a Comment” link below and leave your feedback. Also, if you found the information in this post beneficial, please “Digg” it by clicking on the yellow box in the upper-right corner of this page.

Free Business-Building Seminar

Join Tom Trush, owner of Write Way Solutions, as well as Grant Armendariz, manager of Business Wire’s Scottsdale office, and Malcolm Atherton, account executive and EON specialist, on Friday, Oct. 26, as they present:

How to Build Your Prospects’ Trust Without Saying a Word

and

The Importance of SEO and Social Media for Press Releases

• The most effective way to instantly build trust, establish credibility and eliminate your prospects’ fears
  
• A trouble-free adjustment you can make to traditional advertising/sales methods (i.e., billboards, newspaper ads, cold calling, etc.) that can significantly boost the return on your investment
  
• 5 simple steps that can skyrocket your website traffic in as little as 30 days … for FREE
  
• Quick tips and techniques you can use immediately that can help improve the search engine visibility and interactivity of your press releases
  
• The simplest way to solve your prospects’ most difficult dilemma, regardless of your industry
  
• Proven techniques for writing and formatting that can help boost your search engine optimization
  
• 6 FREE tools for helping you research the keywords and phrases your customers really use to search for your company’s services or products on the Internet
  
• The online resource you can use to build your own blog – and drive traffic to it – for FREE in less than 5 minutes
  
• How to leverage your press releases into a direct-to-consumer online marketing tool for your company’s products and services
  
• The value of adding multimedia to your press releases and how to choose an effective photo
  
• And much more!

Seminar Schedule: 7:30 – 8 a.m.: Continental breakfast and networking
8 – 9 a.m.: Presentation
9 – 9:15 a.m.: Q & A session and free raffle

Location: RE/MAX New Heights Resource Center, 6437 S. Central Ave., in Phoenix

RSVP: Please RSVP to Tom Trush at info@tomtrush.com by Oct. 24 to secure your seat.

How to Build Your Prospects' Trust Without Saying a Word

One of the biggest obstacles for getting prospects to use your services or buy your product is trust. But how can you capture it, especially when there are so many forms of advertising and marketing competing for attention?

Take a minute and think about the number of methods companies use to attract your interest.

Billboards ... Mailers ... Classified ads ... Commercials ... E-mails ... Banner ads ... Newspaper ads ...

Advertising has gotten to the point to where many times we don't even notice the product, while other times it's too obvious to miss.

Take, for instance, product placement in television programs. You can’t watch five minutes of American Idol without seeing some reference to Coke or Ford. Countless brands – Burger King, Crest, Domino’s – have capitalized on the success of The Apprentice by having their products featured as part of the team challenges.

One of the reasons we're seeing so much product placement is that consumers now have the option of tuning out commercials, thanks to the invention of digital video recorders ... but that's a separate article for another time.

The above examples are just a small sampling of the sources companies are employing to attract prospects. Unfortunately, though, many advertising methods are used so much that people often put up a mental defense wall when they see them, especially when they're accompanied by a sales pitch. Once you've overwhelmed your prospect with a sales pitch, building trust is nearly impossible.

Think about car sales. Oftentimes, an advertisement will get a prospect into a dealership. Once there, if the prospect inquires about the ad, he is often met by a sales person who will sometimes spend hours trying to build trust with that prospect. But all the salesperson is really doing is overwhelming the customers. Is that really the best way to calm fears and increase credibility?

I'm sure you’ve heard a similar high-pressured, full-court-press sales pitch before. How did it make you feel? I'm guessing when you realized a sales pitch was coming you put up your defenses and tuned out.

Now I'm not saying traditional advertising or sales techniques don't work. They do.

The point I want to get across is that there is an easier solution requiring less effort, and it will establish your credibility with nearly every prospect you contact. In fact, this technique will nearly eliminate all fears prospects have about working with you. I'll even go as far as to say you will establish these two trust-building factors with prospects the instant you use this marketing technique.

What is it?

The most effective way I know for building trust, establishing your credibility, and eliminating prospects' fears is publishing and promoting free articles written by you.

So how can you do this?

Easy.

What are the most frequent questions prospects ask you? Start keeping track. Each answer is an opportunity for an article. By presenting to prospects the information they're looking for, you'll put them at ease.

Need proof this works?

How many times have you purchased a product simply because it was recommended in something you read?

It happens all the time, right?

Pick up a newspaper or your favorite magazine. Do you trust the information your read in the ads more than what's included in the articles? You already know the ads are selling you something, but the articles present information in an educational format. There's no sales pitch.

As a result, most people believe what they read in articles more than ads.

We live in a knowledge-based society that craves valuable information. Your articles provide what people want. What's more, when prospects see you're offering free information that interests them, they will come back time and time again. In essence, you'll develop relationships without actually meeting anyone face to face.

Here’s an added bonus ...

Publishing articles online will boost your search engine ranking, making you more accessible to prospects who search terms related to your industry. Search engines love content-rich sites that are updated often. Furthermore, the more you have other sites linking back to your site, the better chances you have for higher search engine ranking.

So, in addition to posting your articles on your own website, find other sites where you can post and include a link back to your site.

Need some help finding some? Here are four search engine friendly sites that will allow you to post articles for free:

Article Hut: www.article-hut.com

EzineArticles.com: www.ezinearticles.com

Approved Articles: www.approvedarticles.com

Articlesbase: www.articlesbase.com

If you haven’t done so already, create a blog for posting your articles. There are multiple ways for creating your first blog -- one of the easiest options is Blogger. Best of all, it's free.

Here's a simple way to get your free blog online in about 5 minutes:

Visit www.blogger.com.

If you already have a Google account, sign in. If not, click on the orange arrow to set up your account.

Name your blog and create the URL (e.g., www.newblog.blogspot.com).

Choose your favorite template and click “Save Template.”

Click on “New Post” and paste in your article.

When the formatting is the way you like it, click “Publish Post.”

Congratulations! You officially have a blog.

Once your blog is online, be sure to visit www.technorati.com to “claim” your blog. This will help with your search engine ranking and make it easier for online visitors to find your postings.

The Most Powerful Force in Direct Marketing

I recently finished reading Joe Sugarman’s latest book, The Adweek Copywriting Handbook: The Ultimate Guide to Writing Powerful Advertising and Marketing Copy from One of America’s Top Copywriters. The insight he offered into his most successful direct-marketing campaigns was priceless, as were the writing samples that will certainly find a home in my swipe file.

What I found especially fascinating was how the direct-marketing expert described his techniques for selling millions of pairs of BluBlocker sunglasses using what, at the time, was viewed as a risky medium – television.

Sure, with the success of QVC, the Home Shopping Network and countless infomercials, the idea of successfully marketing a product in a 30-minute commercial format doesn’t seem like a big deal these days. But Sugarman took a huge gamble in the 1980s the minute he stepped in front of the camera to demonstrate why viewers needed a new pair of sunglasses.

The technique Sugarman used to tout his product is one that I believe is the most powerful force in direct marketing.

Each infomercial was set up the same way. Sugarman would approach ordinary people off the streets and give them a pair of BluBlockers. Once they tried on the sunglasses, he recorded their reactions. Of course, the feedback presented to viewers was always positive and, more importantly, it caused his prospects to wonder why someone would have such a strong (and often wild) reaction to a pair of sunglasses.

The more interviews Sugarman showed, the more viewers’ curiosity grew. Of course, Sugarman could have easily placed a pair of BluBlockers in front of the camera to reveal what all the excitement was about, but he never did. The only way anyone could ever find out what it was like to wear a pair of BluBlockers was to buy them.

Using curiosity Sugarman sold almost 8 million pairs of BluBlockers during the six years his infomercials ran. This kind of success supports my suggestion that curiosity is the strongest force in direct marketing.

When your prospects are in a store, it’s easy for them to pick up your product, examine it and determine whether or not to make a purchase. However, this decision process is impossible when you’re marketing on the Internet, in a catalog or using a sales letter. But that doesn’t necessarily put you at a disadvantage.

If you use your writing to tease prospects with just enough facts that you leave them guessing, oftentimes they will buy your product simply to satisfy their curiosity.

I recently used this technique while creating a sales page for a new eBook, The Absolute Beginner’s Guide to Mastering Karate: Simple Techniques for Increasing Your Speed & Power in as Little as 30 Days. (Notice how the title even creates curiosity. A prospect’s desired outcome – increased speed and power – is promised in a timeframe that seems almost impossible.)

Below is sample of that sales page.

Here is just a small hint of what you’ll discover in The Absolute Beginner’s Guide to Mastering Karate …

• How to properly use one of the most powerful muscles in your body to increase your kicking force by up to 40%.


• A karate-specific training plan that will get you into peak condition with less effort, less time and maximum results … regardless of your age.


• The natural reaction you must avoid during any altercation. When you respond with this action, you double your reaction rate every time.


• Make this small (and very simple) adjustment in your ready stance and you’ll see huge rewards.


• How to train your body so it instinctively incorporates the 3 keys to an explosive reaction time.

Is your writing revealing too much information about your product? I invite you to try building your prospects’ curiosity the next time you're writing sales-oriented copy. The results just might surprise you.

6 Items That Will Boost Believability in Your Copy

Your prospects buy from people they trust. Thanks to the Internet, today’s prospects are more informed than past potential customers.

There’s no doubt about it. Readers of your marketing literature have become a knowledgeable group.

Oftentimes, before they see your copy, prospects already know where to find the best deals, how many other companies offer a similar service, and why your product may not be better than your competition’s.

Simply put, your prospects are pessimistic. That’s why it’s important you strategically design your writing so that it falls somewhere closer to “I can’t live without out it!” rather than “This is too good to be true.”

To get you started, here are six items that will help boost the believability of your next marketing piece.

1. Statistics. Credibility is often based on figures used to demonstrate a product’s benefits. Although statistics are extremely beneficial, their effectiveness lessens when you use certain numbers. Making the outcome too perfect will leave your reader guessing the truthfulness of your claim.

For example, almost every Saturday morning I see an infomercial for a stock picking software that uses customers’ comments to demonstrate how well the program works. People usually begin by explaining the simplicity of the software and then end by stating how much money they’ve made.

“I made $4,338 in just six weeks.”
or
“The software told me which stock to buy at the right time,
so I made $367 in just 24 hours.”

Even amounts are noticeably missing from the infomercial. That’s because someone who claims to make $10,000 in 30 days is much less believable than another person who made $9,346 for the simple fact the first dollar figure seems too perfect.

2. Stories. People think in images -- not words. So what better way to get your prospects visualizing using your product than with a story? An added bonus is that a well-written story will also create curiosity.

Below is an example of classic story used in one of the most profitable direct-mail letters of all time. The famed Wall Street Journal letter is responsible for producing an estimated $1 billion in revenues.

Dear Reader:

On a beautiful late spring afternoon, twenty-five years ago, two young men graduated from the same college. They were very much alike, these two young men. Both had been better than average students, both were personable and both -- as young college graduates are -- were filled with ambitious dreams for the future.

Recently, these men returned to their college for their 25th reunion.

They were still very much alike. Both were happily married. Both had three children. And both, it turned out, had gone to work for the same Midwestern manufacturing company after graduation, and were still there.

But there was a difference. One of the men was manager of a small department of that company. The other was its president.

Not only does this story create curiosity, it appeals to a common reason why people buy anything -- a desire to be perceived as successful.

3. Testimonials. I frequently stress using testimonials in all types of marketing literature for one simple reason: they build your prospects’ trust. Your prospects seek out testimonials to determine if your product has worked well for someone who is similar to them. In fact, some will skip much of your copy just so they can read your testimonials.

One place you’ll often find people praising a product is on book covers. Here’s an example from a book I recently purchased:

“When I implemented Mark’s simpleology formula, I immediately tripled my production while simultaneously cutting my working hours. Amazing!”

-- Frank Rumbauskas, New York Times, bestselling author of Never Cold Call Again!

The best testimonials offer a specific result by telling a brief story, instead of simple statement such as “I liked your book.” In the case of the above testimonial, the result of reading the book was tripled production. What made the testimonial even more effective was the use of an actual person who could be verified with a little research. (Note: Replacing names with initials does not boost believability.)

One technique used by some copywriters is leading a marketing piece with a testimonial. In addition to prepping your prospect for a positive experience, the quotes around the testimonial will capture your readers’ interest. This is because people’s eyes are drawn to information surrounded by quotes.

4. Honesty. Plain and simple, honesty builds believability. People have a knack for finding false claims and deceitful practices. Unfortunately, you see these far too often with companies touting phony testimonials, unrealistic prices or “urgent” notices mailed in ridiculous envelopes. You can fool a prospect once ... maybe even twice ... but honesty will serve you best over the long run.

5. Enthusiasm. If you don’t believe in what you’re writing, how can you expect to convince your prospects? Your enthusiasm (or lack thereof) is contagious. When you’re truly excited about your product, your prospects won’t be able to ignore your writing because the passion will radiate from your words.

Someone whose work is characterized by enthusiasm is Josh Towbin, a master motivator better known as “Chop” from the reality program King of Cars on A&E television. By conveying his enthusiasm and a true love of cars, people go out of their way to buy from his Las Vegas dealership. This achievement is especially impressive given the fact that car sales is often perceived as a dishonest industry.

An added bonus of displaying enthusiasm in your copy is that it will help prospects feel happy about making a purchase. To get them excited, stress the benefits of your product as much as possible. However, don’t get these benefits confused with your product’s features. While features are facts, benefits explain why those facts are important to your prospects.

6. Originality. I recently met with someone to discuss copy for an advertisement designed to promote a company’s line of refurbished copiers. The client, who owned an advertising agency, encouraged me to brainstorm some creative headlines that would not only attract positive attention, but also stir some controversy.

I started generating ideas almost immediately, so I quickly sat down with a stack of images and started writing. The brainstorming was fun, and I truly believed my edgy headlines were perfect for the advertisement.

A few weeks later I received an e-mail with the final proof ... that didn’t include one of my headlines. Instead, above an image of a copier were the words “Got Copier?” -- a reference to the slogan made famous during the “Got Milk?” campaign of the early 1990s.

Even with “insider” knowledge, the lack of originality in the advertisement left me doubting the quality of the company and its products. I’m almost certain most prospects felt the same way when they saw the full-page spread that ran on the back of a local business publication.

Remember, people are eager to play a part in something new. Your marketing literature provides a great opportunity to get creative with your writing and offer an original item that will cause excitement.