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Features
January, 2008


IN Advertising

Ad Copy 202
Sales techniques of business writing
By  Mark London

Using double tactics in single marketing messages can be the key to sales riches.
 Network marketers, affiliate sales people, site managers and entrepreneurs all have one thing in common. They need to convert contacts and visitors into customers that purchase.

In this Ad Copy 202 class, we will expose one of the most respected insider sales techniques of business writing.

It's true that selling is a "numbers game." The more contacts you make, the more people will know your product, the more sales you make, the more money you receive. However, you can increase your sales by writing intriguing and convincing ad copy.

If you have existing sales materials that fall short of your expectations of contacts to sales ratios, you need to analyze the words in your copy. It is paramount that you create an element of reader suspense at the beginning of the copy and a feeling of alleviation by the end.

So first things first: Read your ad copy and be honest with yourself. If it bores you, toss it in the shredder and try the following:

Use two tactics built into one sales message.

Let's, for the moment, pretend that you are writing ad copy to sell Ford carburators.

First, you need to boggle the reader's mind with something that immediately catches the target audience's interest (notwithstanding the need for an imaginative tag line to draw their attention).

Ford announced today the release of a 50% gas saving fuel injection carburetor.

(this line creates suspense and a desire by the reader to learn more about the product).

The President commended Ford for their efforts to assist in the reduction of global pollution and the positive effect that this product will have on the environment.

(this line achieves two things; it leaves the reader in suspense about the invention, and it presents an endorsement of the product).

According to the inventor, Jerry Whitesmith, "This carburetor will not only reduce pollution, but it will save drivers a ton of money every year in gasoline costs".

(this line adds curiosity about Jerry Whitesmith and introduces the benefit of saving money).

Affectionately named by the production workers "Slim Jim" because of the dietary effect it has on gas consumption, it is a low cost alternative to current Ford fuel injection carburators. Car owners can take their vehicle to any Ford dealership to replace their existing carburetor with a Slim Jim for only $299.00

(this line has now introduced product name and price, leaving suspense in place).

This aluminum alloy carburetor is lightweight, easy to install, small in size and fits into all Ford fuel injected cars allowing even home mechanics to purchase the product and install it themselves. The carburetor, without installation, retails for $199.00

(this line provides a slight description and also informs the reader that they can save $100 by installing it themselves).

Jerry Whitesmith developed the carburetor after working 15 years with the NASA Space Shuttle Program as an engine designer. He came up with the idea while sitting on his lunch break. After making rough sketches and showing them to a couple of his engine design associates, he knew he had a
winning invention.

(this provides a background of the inventor and credibility).

Taking the idea to Ford, they promptly made him a job offer he couldn't refuse and he is now a divisional director of new product development at the company.

(this completely alleviates the suspense, adds further credibility and explains Ford's involvement).

Help save the environment, reduce pollution, and stop wasting your hard earned dollars on gasoline by ordering a Slim Jim today!

(this line reinforces the benefits of the product, reiterates the endorsement and encourages immediate purchasing).

Visit your local Ford dealership or purchase online at:
For technical and further product details contact us at:

So even though all of the above ad copy may not come up to snuff with Ford, and a few other advertising and marketing types, it does give you a general idea of how to use a double tactic approach in sales materials.

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Mark London is an associate editor of IN. email: talktome@canoemail.com

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