Great ad copy doesn’t confuse features with benefits. It knows its audience and speaks their language. Every line paints a compelling picture. Just as important, great ad copy doesn’t forget to ask for the sale!
To beat the control, everything has to work together — an OE with an irresistible tease … a can’t-put-it-down letter … a get-out-the-checkbook ask … lift notes, johnson boxes, engagement devices and all the tricks of the trade.
There’s a reason any writer worth his fee follows the tried-and-true principles of marketing and communication … because they work! But here’s the problem: There are a lot of us out there playing by the same rules and using the same marketing tools we’ve all been taught. The key is to know when to break the rules — when to try something totally unexpected and out of the box — and how to pull it off with success.
STEFFEN SMITH JR
Creative Director / Senior Copywriter