Have you heard of Brian Keith Voiles? Probably not, but if you have eyes you’ve seen his ad campaigns and you probably even bought products that he created ad campaigns for.
Would you like to have the formula he gets paid $12,500 to put into use for Fortune 500 Companies? Are you curious as to how this formula is used to influence your buying decisions?
Well then, today’s your lucky day, isn’t it? You’ll notice this formula whenever you read a sales letter or an ad. Remember that the key to writing a sales letter is that the job of every paragraph is to make the reader want to read the next paragraph. Now that you know this you may catch yourself thinking of this when you hypnotically continue to watch an infomercial or read an enticing offer.
This is the secret skeleton used to write the most successful ads that grab your attention and motivate you to give out those credit card digits.
1. ATTENTION – Write a headline that GRABS your reader. Fear or curiosity are good places to start. For example: “Ex-Truck Driver Makes $21,815 a Month Doing What You’re Not”
2. INTEREST – List the benefits of your product or service. Acknowledge their problem while showing you have the solution. Show that you’ve been where they are and you can help them.
3. CREDIBILITY – Mention referrals and references of how others have benefited from your product or service.
4. PROVE – Show testimonials with full names and cities or countries. Offer a risk-free guarantee.
5. BELIEVABLE – Give your full contact information. Make it easy for them to buy with no hassles. Let them know why they should trust you.
6. SCARCITY – Have limited offers, special time sensitive sales, discounts on a few products in limited quantity.
7. ACTION – Ask for the sale. Make it simple.
8. WARN – Let them know the pain they’ll experience if they don’t use your product. i.e. If you’re selling a wrinkle cream let them know how dry their face will be and how much deeper their wrinkles will get without your product – if that’s true. Don’t lie.
9. NOW – Tell them why they should buy right now.
That’s it. Now you’ve got the skeleton that the best copywriters in the world use. If you’re a marketer this won’t be gold, it will be platinum.
If you’re a consumer, this is a platinum shield to help you take a deep breath and question if you REALLY need that product or service before parting with your hard earned cash. Read the formula a few times and you’ll start to notice it in the structure of commercials, the language of print advertising and the content of major marketing pitches that effectively get you to buy whatever they’re sellin’.