Why do we hate advertising? Because it is intrusive, importunate, sometimes vulgar. Everyone will give their own reasons. But you see what a contradiction – without advertising there are no sales. That is true. People may keep on telling you that they can’t stand advertising and never read adverts and advertising copies. But they are lying to themselves. Advertising texts work better than ever and keep on boosting the sales rates. However we should note that poor advertising text won’t make a sale. So before creating your first advertising masterpiece you should know some basic rules. Ideally advertisements should be attractive to catch the customer’s attention and useful to make the customer buy the product. Usually appealing images are used for attracting the clients’ attention. Images will never force the people to spend their money on your product. But words will.

Let’s see how to make words earn money for you. Every advertising opens with a headline or a title. So it is the starting point of your seducing the customer. The title serves a very important purpose to grab the readers’ attention and make them read on up to the end of the advertising message. Do not experiment with the headlines: your attempts to make it memorable or show your literature talent may turn into collapse, as the reader’s won’t understand you. A better alternative is to offer a kind of promise in the headline using simple and clear language. Some psychologists recommend using special words – signals (“free”, “New “ ) to attract the reader’s attention in your headings.The subtitle is another step to get the customer involved. It connects the headline with the main body of the copy.

Surely it is the body that makes people buy from you. Here you fulfill the promises given in the headline. Emotionally rich advertising text is equivalent of the selling text. Because you manage to appeal to clients’ emotions, it is 95% guarantee they will buy from you. In explaining use simple words and short sentences, clear to everyone. You should avoid telling about your product in high – flown language with overuse of technical and other special terms. The text should be exciting and provoke curiosity. Long boring enumerations will scare the reader away. Mind, that the reader is not interested in the product itself but in its benefits. The main requirement to the text is maximum information with minimum of words. Do not waste customers’ time with long boring texts. Say your message straight off and get ready for great sales.