Is it something to be regarded as a work of art or art? Are they clever slogans or funny prose? Is it a professional act to be judged by a prize or a tribute?
None of the above.
Advertising is a recurring sale.
Nothing else.
And a copy of advertising, or copywriting, is a printed sale.
The purpose of the copyist's job is to sell. Time.
Marketing is achieved by begging in written form, much like televised sales (if done right) by appealing to visual aids and sound.
As Claude Hopkins wrote in his old timeless book, Science Advertising:
“In order to understand advertising well or to read your introduction, you have to start with a clear idea. Advertising is marketing. Its principles are the principles of marketing. Successes and failures on both lines are for the same reasons. So all marketing questions should be answered by seller standards.
“Let us emphasize that point. The only purpose of advertising is to make a sale. Profit or non-profit according to its actual sales.
“It is not a normal result. It's not about keeping your name in front of people. It is not particularly helpful for some of your vendors. Treat it like a seller. It forces him to forgive himself. Compare with other vendors. Calculate its cost and effect. Don't accept excuses that good sellers do not make. Then you will not go too far.
“The difference is only in the standard. Advertising for repeated sales. It can attract thousands while a salesperson is talking to one person. Includes associated costs. Some people spend $ 10 on each word in the middle ad. So every ad should be a great seller.
“The seller's error may be minimal. Advertiser error can cost up to a thousand times. So, be very careful, very strong. The average retailer may affect a small portion of your business. Central advertising affects everything you do. ”
These facts are as true today as they were when they were written about a hundred years ago!
So the goal is: how we can make our advertising as effective as possible.
The answer is a test. Check again. Then try some more.
If ad “A” gets a response rate of 2 percent, and ad “B” receives 3%, it can mean that “B” ad will continue to work above the “A” ad in a large proportion.
Testing takes time, however, and can be expensive if not maintained. Therefore, it is best to start with well-known ideas and work from there.
For example, if experiments have shown decades or more that targeted advertising outweighs targeted advertising (and rightly so), we might start with that argument and move on.
If we know from the results of experiments that making a direct ad with one person is better than talking to a crowd (and, of course), then it makes sense to start experimenting with guessing that this is not the case. This is a good idea.
So it only makes sense that you know some basic rules or techniques for writing a successful copy. Test results will always suggest everything, but it is best to have a first place before testing.
So this beginning is the essence of this book.
The ten tips described here are usually time-tested and are known to work.
But I can't stress enough that if you use these methods, you should check them out regularly before launching a big (and expensive) campaign.
Sometimes a little adjustment here or there is everything needed to increase the response rate dramatically.
And with that, let's move on ...
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