Why is it that two seemingly similar ads, in the same paper get startlingly different response rates? What makes great advertising copy? Do you need to be an expert copywriter to create brilliant advertisements? Learn how to create winning adverts, in 15 minutes. The secret to writing great headlines is currently sitting in your customer’s heads. Why is it that two seemingly similar ads, in the same paper get startlingly different response rates? What makes great advertising copy? Do you need to be an expert copywriter to create brilliant advertisements? Learn how to create winning adverts, in 15 minutes. The secret to writing great headlines is currently sitting in your customer’s heads. Your ad was too small! You should have used colour! You needed a better design to show it off! Your logo is wrong! Call to action was not clear enough! They could all be right, and most of them could have helped somewhat. But the real thing that pulls a response, once you are addressing the correct target market is the headline!
The headline must evoke an emotional response from your prospect. Let me give you an example. My 4 & 5/6ths year old (she is nearly 5, and each month counts at that age!), was with me, and was singing to her self. I asked her did she like the song, and she replied. Those three words evoked an emotional trigger in her brain. They helped her visualise the advertising, which showed kids and adults just lovin’ the atmosphere in which they ate their delicious wholesome grub, at that wonderful golden arches food emporium. So where did the advertising Gurus at McD’s get that headline from. They got it from happy families, who were having fun, and were asked were they enjoying their day at McDonalds. So the advertising guys used the customers own phrase, and tied it into the visual benefits of having a great time, with catchy jingle to make sure, it stuck.
So the secret to writing great headlines and thus great copy for your adverts is currently sitting in your customer’s heads. Go straight away and make five, three minute calls to your best customers, and ask them the following three questions, and write down their answers. 1. Why did they contact you in the first place, what made them consider your offering? 2. What did your offering enable them to do? 3. How do they put a value on it? Write down the answers, and you have the basis of the copy for your ad and headline. If you are as old as me, you might remember a time before dishwashers. Imagine if the add told you about a box, that squirted water at high speed, along with detergent at your plates to clean them. I am sure you would have thought – “yes, right, why would I need that?” Note the key word “need” – nothing there tells you that you needed this new fangled thing. So what is your advert like, does it trigger a desire or a need in your customers? Go ask your customers right now what desire and needs your offering fulfils for them. And, your customer’s words will get you more business than any copywriter will ever get you, including me!
2. Research the constructive and destructive ways of communicating with those suffering from depression. Note: Research sources should include a combination of books, journal articles, Internet searches, and/or discussions with mental health professionals. Using a variety of sources is important because you are likely to find disagreement among sources on some of these issues. • What is depression, and how is it related to sadness? • What are the causes of depression? • What are the common symptoms of depression? • What therapies exist to treat depression? • What are the most constructive and destructive ways of communicating with a depressed person? Submit this assignment using the Submit tool. In addition, bring a copy of your assignment to class. • Note that points will be deducted for failing to meet the requirements of error-free mechanics and format criteria. Demonstrate the importance of effective listening. 1. Click on Listening Skills Self Quiz to open and complete the quiz. Print the document (right-click and select Print). Review the “grading” information at the bottom of the screen . 2. Click on Job Burnout Quiz to open and complete the quiz.
Note: This quiz consists of 19 questions, and the questions will appear one at a time. Print out the results for further review. 3. Write a one to two page paper that details what you agree with, disagree with, what you will start, continue, and stop based on the results of the quizzes. 4. Examine how these self assessment quizzes will assist you in the workplace. Submit your paper using the Submit tool. In addition, bring the quizzes to class. • Note that points will be deducted for failing to meet the requirements of error-free mechanics and format criteria. 3. Create a 10-slide presentation about the assigned topic. The presentation must introduce the concept and then show positive and negative examples. 4. Create a one-page summary with references. Submit the presentation and summary using the Submit tool. • Note that points will be deducted for failing to meet the requirements of error-free mechanics and format criteria. • Identify the characteristics of friendships. • Identify the characteristics of social relationships in the workplace. • Identify the characteristics of intimate relationships. • Identify alternatives to self-disclosure. This assignment encourages you to consider both the benefits and challenges of maintaining friendships in the workplace. 1. Identify three adults who work full-time, but that do NOT work with you. 2. Interview each adult individually about his or her experiences with friendships and social relationships in the workplace. Specifically, ask about friendships with co-workers, superiors, and subordinates. Encourage interviewees to discuss both the benefits of those relationships and their challenges. 3. Create a two to three page paper that provides an analysis of the interviews.