Multiply Your Print Advertising Results, Quickly and Easily, without Spending Another Dime! Part 6.

Part 6: The Anatomy of an Ad: Body Copy, Part 2

The Reason Why

If you read and were guided by last month’s column, then your ads’ body copy is now 100% focused on your customer (either a prospect or the parents of a prospect) and your customers’ needs.

The next use of body copy is to answer the prospective customer’s question, “Why should I be interested in your solution to my problem?”

If you’ve followed my model to write your headline, then you’ll have either identified your prospect’s problem or you’ve promised the readers of your ad that you can deliver one or more benefits.

Next, ask yourself the same questions prospects would ask, as they read your ad.

•  “Do I have a problem that this program (your school) could solve?”
• “If I admit I have a problem, then why should I believe that this solution (your program) would work?”
• “If I believe that this program is a solution to my problem, then do I believe the advertiser?”
• “If I believe in the advertiser’s solution and the advertiser, then why should I choose his solution over all other options?”
• “If I believe in the advertiser’s solution and the advertiser, and I agree his solution is the best, then am I convinced that he truly understands my unique circumstances?”

This is another opportunity to practice some strategic self-awareness. Look through the ads of a local newspaper or magazine. Listen to your internal dialog as you read them. Monitor your mental responses to each ad. Are you skeptical when you read their headlines? Do you ask yourself questions similar to those above?

 “The first priority of your body copy is to address your prospects’ natural skepticism.”

That internal dialog is your starting point to write your sales messages. It’s a good bet that your prospects will be having very similar internal dialogs.

Now, that you understand how to determine what your prospects may be thinking as they read your ad, answer the questions they are asking! The bulk of your body copy should be dedicated to answering these questions in an empathetic manner. Remember, people are naturally skeptical, and will not believe anything you state, unless they truly believe in you and your understanding of them!

Your product and your students and families’ outcomes are truly incredible. So much so, that it is a significant challenge to communicate these awesome benefits to prospects in a persuasive, “believable” manner. The first priority of your body copy is to address your prospects’ natural skepticism, by explaining that you do understand them, their daily frustrations and what problems they want solved for themselves and/or their children.

Here is a quick example of this type of lead-in message.

Dear Fellow Parent,

If I was you, and someone told me that he could literally DOUBLE my child’s level of self-confidence and self-esteem, I wouldn’t believe them! I mean really, how on earth could he truly understand the challenges I’m having with MY child?? How could he possibly appreciate the tremendous goals I have for my child and his potential?

Well…let me explain…

Then, tell your personal story. Why should they believe that you do understand?

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