Advertising

TV advertising is being impacted by video-on-demand and streaming services.

TV advertising is changing quickly and huge opportunities exist. Netflix launched its first subscription-based video streaming service almost 13 years ago, laying the foundation for a massive transformation in the way we watch TV. 

YouTube has already been there during that time, and Hulu followed suit soon after. The competition is getting fiercer with new entrants like Apple TV, Disney +, NBC universal entering the market, and fighting to win new subscribers. And now Peacock!

If you are thinking about how to start a video-on-demand business, you also need to learn about market trends and competitor’s positions in the industry to secure your spot in the competitive industry. 

Collectively these videos on demand and streaming services are spending billions of dollars every year on original series and shows. So one common question that arises is that this would be bad for the TV industry, right? Especially for TV advertisers as less viewership implies fewer opportunities to sell. In this blog, let’s look into the impact of video streaming on TV advertising in depth. 

Viewers prefer an ad-free viewing experience

Let’s get real. If given a choice, viewers don’t prefer watching ads in between videos. Currently, existing video streaming services like Netflix and Amazon Prime are inherently ad-free. Whereas other streaming services like YouTube, Hulu have ad-free options for a subscription-free. 

With continued ad price inflation for linear TV and viewers increasingly choosing to go no-advertising mode. Where’s an advertising brand to go to? Despite the increasing number of ad-free video-on-demand services, there are still many existing and new platforms on which TV advertisers can run their spots.

One exception of advertising-free streaming service is a new VOD player Quibi which is to be launched in 2020. This mobile-only streaming service has already announced it has sold out its $150 million advertising inventory to brands, including General Mills, Walmart, Taco Bell, PepsiCo, etc.

Additionally, Roku has also announced its acquisition of Dataxu, a demand-side platform that will position the connected TV platform that is already one of the most significant ad selling spaces. Roku is planning to expand its services beyond its platform.

YouTube is a great advertising platform and youtube ads can boost traffic quickly.

However, in spite of all these ad-supported video streaming choices, businesses are still not leveraging the full benefits of connected TV ad opportunities. This situation is expected to change in the coming years. 

Let’s peeks a the cost of TV advertising

For local television stations, advertisers can expect to pay a minimum of $5 per 1,000 viewers for a 30-second commercial. Based on data provided by Adage, a 30-second spot broadcast nationally averages around $115,000 in 2019. The average cost placements for 30-second Super Bowl ads can go for upward of $5.25 million.

Advertisers are taking their spend to digital

TV advertisers are well aware of the fact that subscription video streaming services are hurting their TV spots. The TV advertising scene is seeing a steep decline that is repeated across the globe. 

But TV advertisement budgets do not disappear. It is reallocated in other places. So, where is the money earned out of the TV budget going? It is going to different channels with digital advertising. For example, both Facebook and Google are trying to create TV-like offerings to retain users in their ad rich space and are ready to capture TV ad bucks.

Their plus point is the capability to target individual viewers that is a highly attractive prospect for advertisers. Moreover, the tech giants will start purchasing broadcasting rights to major events like sports. All this implies that the TV’s dominance of advertising bucks has paved the way for digital.

How media owners and creators are responding?

TV media owners are focusing on transforming their strategies to survive this shift. For instance, Disney, with Disney Plus, is trying to become both content owner and a distributor and is planning for two streaming services-one for film and one for sport. 

At the same time, NBC Universal is cutting down the number of commercials it airs during its prime time to enhance the impact of advertising. 

Indeed, TV advertisers are starting to review their digital assets as some significant KPIs are affected when ad revenue is moved to digital. Meanwhile, some European countries are used to the fact that their viewers are already enjoying an ad-free TV viewing experience. Therefore subscription streaming services are less appealing in those countries. With video platforms like YouTube, viewers seldom feel an ad load of over 10% as they can skip ads or avoid them in different ways.

Will streaming TV transform the way TV advertisers work?

With new video streaming services popping up, the world of television, and how content is consumed is changing rapidly. These days, the TV consumption of the audience is free of advertisements. While that is a piece of good news for TV viewers, it is not possibly good news for traditional TV advertisers. 

With broadcast TV giving way to on-demand TV, the TV advertisement market with $80 billion in the US will have to adapt to cope up with the change. With the popularity of video streaming services, the advertisement based business model that successfully dominated TV for decades is ready for a major transformation. 

Audiences are increasingly choosing to cut the cord to opt for video-on-demand services that come at surprisingly affordable prices than what is charged by cable service providers. 

Once set free from the interruption of advertisements that interrupts the smooth viewing experience, viewers are reluctant to accept advertisements in other places too. 

The growing popularity of ad blockers itself is an example of this trend. However, TV advertising, even with all these threats, remains highly effective and profitable. This is mainly because broadcast TV still has reached to a growing number of users. 

Consensual advertising business model

With consumers switching to streaming TV, the old business model of TV advertisers has become obsolete and therefore are trying to find news of reaching consumers digitally. Search engines like Google and other platforms like Facebook are already tracking us when we browse the web and deliver personalized advertising based on search history. 

However, very few of these ads provide the scope for customized connections that TV advertisements had. TV advertisers will struggle to find a desirable alternative to the way of presentation. 

The business model of the TV advertisement industry must undergo a new change, But how? A model of consensual advertising where the customers offer an explicit approach of received ad messages is the right one. 

This is similar to the opt-in advertisement as viewers generally cannot opt-out advertisements and have to rely on other solutions like ad-blockers. However, the consensual advertisement might make ads not just more effective, but cheaper as well. 

The outcome will be to please ad producers who need the message to reach the audience and for the audience who seek information about products through advertisements without getting inundated with too many interrupting ad messages. Similar to the HubSpot inbound marketing pitch.

The broadcast advertisement is a bit crude as it reaches both the interested audiences and uninterested audiences. It hits almost everyone who watches the broadcast TV regardless of buying preference, interest, or consent. 

In the past, advertisers only wanted to reach the target audience. That is why they pick the right slots for their advertisements during prime time. However, with the shrinking audience worldwide, TV advertisers have to focus on targeting the right audience. 

Talking about right targeting, it starts with understanding more about your target audience. Great lesson TV advertisers can learn from Facebook and Google. They know well about their users in all aspects. 

They understand the preferences of users, their behaviors, and a lot more. Google can leverage the search history of users to advise advertisers what products users are looking for in particular. A video-on-demand platform like YouTube is already relying much on in-stream advertising. 

Before anyone can watch the main video, they probably have to watch an advertisement for at least a few seconds. So a smart way to keep TV ads and TV advertiser’s game on point would be to follow consensual advertising.

With broadcast TV, the financial benefit to advertisers might not be straightforward. It works this way. TV advertisers pay the network, and they, in turn, deliver TV programming to the audience for free. 

With video streaming, the streaming service has control over deciding how and where to insert ads in their videos and then deliver their services at a lower price to users. However, with plenty of video streaming platforms, there would be at least a few of them that offer ad-free streaming, which makes the market segmented. 

This results in TV advertisers not being able to reach all of their target audience efficiently

To alleviate this, VOD platforms like Netflix can offer a deal to the audience, like giving some credits on the user’s monthly bill for each ad watched that is paid for by the TV advertisers. 

In this way, advertisers can bid for user’s time, and for high attention, they have to bid a higher price, whereas advertisers target a niche audience that can have a lower price tag. This works as people still prefer watching best quality commercials that are entertaining and informative, and of course, there is an undeniable offer clubbed along with this. 

Video-on-demand services can impose search filters for ads by aspects like niche, bid, most viewed, or others

In an era of technological advancements, technology will play a significant role in bringing in adjustments for TV advertisers in the industry. This will induce a substantial change in the attitude of TV advertisers that treats user’s attention as free and disposable. 

Technology will also guide an era of consensual advertisement where the viewer’s attention is no longer free. The business model is pretty simple. To influence the buying decision of users, TV advertisers have to pay them directly for their time rather than indirectly reaching out through some free services.

How to secure the relevance of TV advertising in the streaming industry?

As we have already discussed, users these days have access to subscription-based video-on-demand content for a lower price. With an increasing number of customers choosing subscription-based streaming services, they are signing up for ad-free viewing experience. In such a scenario, what TV advertisers can do to secure their position in the industry?

With such a significant change, it is crucial for TV advertisers to stay right on top of the changing environment and understand the different types of streaming services and benefits it offers to them. While the subscription business model is not a positive plot for advertisers, there are other options as well. 

Hybrid business models that combine both ad-based and subscription model offers a great alternate option for the audience who can choose between ad-based and ad-free version. The main benefit for TV advertisers here is that the audience prefers watching ads like the number of ads is less. Unlike traditional TV, viewers aren’t going to switch channels, and therefore the attention is more.

TV advertisers will adapt and innovate

As always, the only way for TV advertisers to hold on to the rapidly changing times is to adapt to these changes and innovate. With their trusted brand identity and high-quality content, they can pave the path to success if they are prepared to adapt and take advantage of what viewing like about commercial TV. 

So what your viewers like about TV ads? No cost and reliable entertainment that appeals to the whole family, and that is informative and creative at the same time. Customers try to avoid ads that are intrusive, boring, and takes up over 30% of the prime time shows. 

One way to tackle these issues is to make advertisements more relevant and less intrusive. If you are using a video on demand software to create your VOD platform, you can customize where and when to place the advertisements in your videos. 

The impact of video on demand on TV advertising will be gradual

The hit programming on the new streaming platforms is indeed causing viewers to hit off from traditional TV massively, but the pace is not that fast. More likely, if the new players move in the same path as that of Netflix, we will likely see a massive viewing shift from traditional TV. 

On the other hand, other factors increase customer inclination towards the traditional TV. One of them is that some of the top tier sports like the NBA and NFL choose to remain on traditional TV, forcing most customers to stick on to their existing services in some of the other forms. 

When the same customer access to traditional service is maintained in the same way, there exist substantial opportunities for TV networks to create and distribute programs that are in demand. This implies that new services will be complementary to the industry, and the change will continue to be incremental. Additionally, TV advertisers will also have gained as customers start embracing new streaming services. 

Considering the on-demand nature of new video streaming services and the quality offered by these services, viewers will be highly engaged when watching ads through this medium than watching in traditional TVs. The advertising space will also be less cluttered and have more opportunities for advertisers to breakthrough. Targeting opportunities will also be superior compared to traditional TV and be universally available.

Wrap up on TV advertising

As with any new industry, video on demand and streaming also has many players who offer different services trying to compete for the same space. In between this scene, there are TV advertisers who struggle to secure their spots in OTT advertising as well. 

Despite the challenges that the streaming industry brings in, it also offers great benefits to advertisers like the high engagement from users. TV advertisers who can keep up the standards of the fast-growing streaming industry will navigate through all the challenges and ultimately reap great benefits. 

What are your thoughts about the impact of video on demand and streaming on TV advertising? Please do share it with us in the comment section below. 

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Your sales copy is an important component for creating ads, email programs, websites, and your other marketing collateral.

Part 3:  The Execution Stage

This purpose of this post isn’t intended to be an in-depth tutorial on ad copywriting, design, and layout. However, it will illustrate to you the process of converting the results of the writing exercises in my previous post, called Writing Effective Advertising into the four basic elements required for an ad, brochure, or other marketing deliverables:

• Headline
• Subhead
• Body copy
• Call to action

These elements form the essential structure of nearly every marketing deliverable. This will help you sell products with easy to read conversational tone copywriting and crafted for your target audience. They will help any sales communication be more effective if the right sales benefits are used in each element.

In this post, I’m showing you the basic technique for matching the best sales benefits to each element. Additionally, I’ll explain how you can use this technique for outlining the sales copy notes you provide to your ad agency a marketing consultant who writes your company’s sales copy. You can also use this technique to write your own sales copy if necessary.

Your Headline

Start by taking the sheets of paper containing the notes she made from your Laundry List, Park Bench story, and Elevator Pitch, and place them side-by-side.

As you read across each version you wrote, you’ll often see key benefits that repeat across all three written versions.

Summarize this benefit in 20 words or less, and write it down. This is your products primary sales benefit and is your headline in your company’s advertising or marketing collateral.

Converting Benefits to Headlines: Examples

Here are some prime sales benefits, in raw form. You might have written down some notes from the previous writing exercise examples. If you are a marketing manager in any one of the following industries:

• For a company selling a new thin-film material for flat screen digital displays:  industry experts say: our material has 15% greater saturation and contrast
• For a software company selling a new ERP Software System to accountants in Denver, Colorado: drive your inventory costs even lower in your manufacturing efficiency higher, with a single ERP System with local support.
• For a business leasing company specializing in computer systems in Burlington, Vermont:  guaranteed lease processing in 15 minutes or less via of our website with local installations and service.

Revealing sales headlines:  they are sales driving, stop and read them headlines just waiting to jump out of these prime benefits. Here are some headlines written from the previous benefit examples:

• Key benefit:  save about half the usual cost of business lodging—without having to stay at a cheap hotel…
  • Headlines: How to save half the cost of a business hotel, without staying at a cheap hotel or
  • Save half the cost of your next business stay
• Key benefit:  your data backup facility isn’t worth anything if you don’t back up your data in the first place…
  • Headlines:  super-secure data facility or
  • If disaster struck right now, would you have hundred percent data back up?

Your Subheads for Sales Copy

Next, take a red pen and circle any benefit that appears across any two of your three written forms (laundry list, elevator pitch, and within your park bench story).

Write these benefit lines down, as complete sentences, line by line. You should end with 3 to 6 benefits that repeat themselves across your three writing forms.

Read these benefits and pick out the one that you think is the most important benefit of the group. Then, pick the second most important benefit line, and also on, ranking the rest of them in order of their importance.

Your Ad Body Copy

Ranking the benefits of your product not only provide you with a list of useful subheads but forms the basis of an outline for the body copy of your ad.

Continuing with our previous example:

Benefit points:

• Room rates cost just a little more than those of ‘econo’ type motels
• Are hotels are the same from city to city, so you know what to expect

Sales Copy:

“At Four Points by Sheraton, you get a nice, business-class room for just a little more than one of those Econo places and without any unexpected surprises.”

Benefit points:

• Our hotels have fast internet hookups at no extra cost—check your email and share large data files while you’re on the road
• We have a hotel in most major cities—you can find one wherever you travel

Sales Copy:

“Our rooms have broadband net hookups for a modest additional fee, so you can check your email and move large files around in no time.”

“Chances are, there’s a Four Points by Sheraton at the next major city your business takes you.”

Call to Action

In a way, the last paragraph in the ad sales copy above is a call to action. But if you are the marketing manager at Sheridan, it might be smart to offer new customers a discount. Then the web visitor goes to a landing page and enters the discount code and receives the goods. All right from your ad, and save 10%, with this call to action at the bottom of your ad:

Book a room online, save 10%:  save 10% on your first room reservation at Four Points by Sheraton—go to www.fourpoints.com/book10 and answer your special savings code: 1234.

When possible, offering a special, trackable promotion in your ads call to action. This will not only increase your response rate but allows you to measure your advertisements effectiveness. Measurability is far easier now. The consumers can go to dedicated web links printed in your ad, brochure, and other sales material. And if you’re doing an online advertisement with Facebook ads or Google AdWords, the tracking metrics are great.

This Writing Process Opens Infinite Possibilities

There are infinite variations to have any of the four elements derive from your rough sales benefit copy can be written. By forcing you to think, view, and describe the benefits of your product in different ways, these writing techniques will unlock the infinite creative possibilities found in your product sale story.

For example, there are many ways to write a headline out of the prime selling benefits of your product. Moreover, with a little imagination, there are virtually limitless ways in which the benefits may be expressed and presented. Try and test an alternative headline, sales copy, graphics, and many other, highly persuasive, ways. But this is where the job of the marketing manager usually ends and your digital marketing agency or marketing consultants job begins.

By performing these writing exercises on your company’s products or services yourself, you’re in a better position to direct the sales message of your company’s advertising project. And to guide your digital marketing agency to produce better ad campaigns and marketing deliverables for your company.

Your products major selling benefits, when combined with effective layout techniques described in this post, will transform your advertising into a hard-hitting, response-generating selling tool for your company.

Share your best tip for writing the best sales copy.

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Writing effective advertising copy will help you increase your sales leads and ultimately your sales.

There’s no special mystery or hidden art to writing effective advertising copy for your company. But in today’s advertising environment it will help you win at advertising.

Ad agency models are breaking. Pre-roll ads are useless. Measurement models are outdated. The ad industry lacks diversity. And the phrase digital marketing should be dumped.

Like most of life, creating good advertising is really a matter of putting one foot in front of the other.  This makes common sense in basic execution.

Claude Hopkins is a famous advertising pioneer and the author of advertising classics, My Life in Advertising and Scientific Advertising. He once defined, advertising is salesmanship in print. This is still the best definition of what advertising should be.

However, the purpose of advertising has been lost and many who work in the advertising business today.

It’s a sad fact of life that most people employed in all levels of advertising agencies never actually worked in professional sales positions in industrial or consumer goods companies at any point in their careers.

This lack of professional, down on the street selling experience is all too obvious. Just flip through any business trade publication, magazine, print, radio or newspaper.

If you judge all those ads, you see there from the strict standpoint of salesmanship. Has the ad provided the facts in the benefits required to make a buying decision? The majority of the ads in the publications won’t make the cut.

That’s because many people who work in ad agencies, including their, enablers others who hold marketing management positions at the companies they serve.

They have diluted themselves into the belief that advertising is some type of mysterious, creative process of trying to invoke an emotional feeling about the product. And to reinforce the magical goal of brand reinforcement.

If you are counting on leads from your website, look at the webpages that are converting. What is causing people to want more? Don’t know where to kind your traffic, go to your Google Seach Console dashboard. It’s all there and more.

You should be seeing a least a 3% conversion ratio for your main landing pages. But you should be shooting for 10%. But anything below 3% you are in trouble.

How Prospect See Your Advertising Copy

It’s important for all marketing managers to understand how your average prospect really reads advertising. Before you can get your reader to respond to an ad, you must get them to notice it. So before you plan any marketing project, keep the following thoughts in mind.

People are busy and don’t pay attention very well. The most important rule of advertising is to acknowledge the fact that most people are way too busy and attention deprived to read your company’s advertising.

Over 500 different advertising messages are seen each day by an individual, according to the Journal of Advertising Research.  So you see how important it is to break through the clutter.

The average reader’s ability to pay attention has been degraded by workdays and lives filled with wall-to-wall interruptions. A lifetime of watching television and more recently social media is also diminishing the average person’s ability to concentrate.

Most marketers don’t understand most advertising. Most advertising is a pretty picture they don’t understand and even care less about. That’s because most advertising is overproduced eye candy created by people who never had to sell a real product to a real person.

Sometimes, effective advertising is created because it’s supervised by marketing managers who have been told by their advertising agencies into running ineffective, criminally wasteful ad campaigns.

In other cases, corporate inertia dictates that, since we’ve always done it this way, the marketing manager must work with the company’s designated ad agency, and that all ads must conform to corporate branding guidelines. Regardless of this policy deadening impact of the effectiveness of their advertising.

In other cases, especially in smaller companies and startups, marketing managers may not be experienced enough may not realize how ineffective their ad campaign is until they experience the effect of a poorly performing ad campaign themselves.

The fact that most advertising is ineffective means the companies who produce a few effective, sales and inquiry generating ads found in any publication will be rewarded with an even higher sales response, compared to their competitor’s advertising. Do you want your company to be part of this successful minority?

You only have 2 seconds.  The average reader will spend about 2.8 seconds viewing a double spread advertisement, 1.9 seconds viewing a 3/4 or full-page advertisement, and point six seconds viewing a half-page or smaller-sized ad.

The average reader has lost most of his ability to sit still and focus on any one thing for longer than 2 seconds. So if your ad cannot stop a reader in less than three seconds, they will never read the rest of your ad. They are gone forever.

Most people, not even those who become your company’s customers after seeing your advertising read every word of it. They skim read, stopping to read your headline, and skimming down to a bold-faced subhead, then down to the bottom of your ad, and then back up again to read some more ad copy.

This is not to say that all advertising should contain very little text, or that long copy ads or sales collateral will not be effective. The average reader takes in your ad or another marketing piece, forming a general impression of your company and its product or service.

You’re advertising ultimate success depends on how effective all the elements of your advertising work together on the page headline, subheads, body copy, and a call to action.

Not only must each element support all the others, but they must work together to answer the most likely questions your reader is asking about your company’s product.

Anatomy of Writing effective advertising copy

The four elements of an effective advertisement or most any other marketing deliverable (brochure, catalog sheet, or sales flyer) are:

The techniques detailed in this post will show you how to develop the most effective advertising sales copy for each of these four elements.

Headline’s and writing effective advertising copy

The headline is the most important element of any print ad.

An ad headline may be a single word or two thousand words, but all headlines should have one and only one purpose. Make the prospect read the rest of your advertising copy.

A headline should be a bold statement of your product’s prime benefit to the reader. Writing headlines that hammer home your product’s prime benefit provides clear and obvious sales presentation and offers the lowest risk of failure.

Because of the importance of the headline, it is critical that the prime benefit express by the headline be seen as a key benefit by your prospect. And not the benefit that you, your management, or your digital marketing agency wishes the prospect would see.

This is a critical distinction. Often, and especially in startup companies, advertising is created in a vacuum by a company that has become too dependent on its ad agency’s creative approach.

Or, a new product or service is placed before a focus group, whose participants will, more often than not, tell you what they think you want to hear, and not what they really think about your product.

You should almost never use humor, irony, or sarcasm in headlines. What might strike you and your agency as a funny headline usually has no impact on an ad’s effectiveness?

Likewise, edgy approaches, or the use of visual sight gags and other gimmicks, may go over very well around the office, but will usually receive it cold sales reception in the market.

Occasionally, humorous ads can succeed, but the risk of running these kinds of ads can often be greater than following a serious and more proven, benefits-oriented approach.

If you don’t have the creative juice or just don’t have the time to hire an advertising copywriting freelancer or marketing agency. A great advertising copywriter makes all the difference in the world.

Just think about it. A conversion ratio at 1.2% is weak. What if the advertising copywriter can get it to 3%, 5%, or 10%. Now your average sales in $10,000. The webpage might have 20,000 visits per month and your demand water show that 35% of MQL turn to sales.

So, you can see an advertising copywriter salary maybe $90,000 burdened. But they just turned your $840,000 sales run rate into $2,100,000. A 150% increase. Know do you get it?

Lesson: Check your analytics and determine what’s going to drive a positive outcome.

Subheads

The subhead in your ad or other marketing deliverable is lines of bold-faced text that communicates the other important benefits of your company’s product, its secondary benefits.

Some heads are sentences or phrases interspersed throughout your ad copy that outlines your product’s other key sales benefits to the reader.

Because most readers never read the complete text of an ad, subheads play an important role by communicating the other key benefits of your product. Ideally, your prospects should get the gist of your product sales message just by skim reading your ad?s headline, it’s subheads, and it’s called the action.

Body Copy and the Advertising Copywriter

Whether long or short, the body copy of your ad communicates your product’s major sales benefit. In long-form, advertising body copy can tell a complete sale story about a product, or in short form, Company’s just two or three brief sentences to get the reader to take the action you want them to take.

How long should your ads body copy be? This depends on the length of the headline of your ad in your ads page size, but generally, copy length depends on how much space you need to explain your product, and to sell its key features to your prospects.

If your sales objective is to get the reader to pick up the phone and call your sales rep, or to visit your company’s website to request the sales information kit, or within one or two short paragraphs of the copy may be all that is needed.

But if your company is selling a product or service that is radically different from its predecessors, or requires a more detailed technical explanation, and ad with a longer copy may work even better than an ad that employs a couple of short lines of teaser copy.

Interested prospects who are drawn in by your headline and subheadings wants to know more about your product now.

If it’s persuasive and well-written, a long advertising copy can be effective, even when your reader’s attention span may otherwise be short. So give them what they want to take the space you need to describe the sell your company’s product.

Call to Action

Your ad’s copy to a call to action tells your readers what they must do next. It also answers and most likely questions your reader should have about your company’s product or service:

A call to action may also include a promotional incentive to persuade the reader to act more quickly:

All good salespeople know how to close a sale. After the presentation is made, and all the prospect’s questions are answered, a good salesperson asked for the order.

And like any good sales pro, once your ad’s headline, subheads, and body copy have made their presentation, the call to action makes it clear to the prospects what they must do next, and then ask for the order or inquiry.

These elements should not be lavishly applied to any advertising project, for any product, or for every company. It would be foolish to ask for the order in an advertising copy that’s selling electrical turbines, mainframe computers, autonomous vehicles, or any other high-dollar product or service.

However, it would be equally foolish not to feature a link in your company’s website, in the closing sales copy of the bottom of an ad where the reader could get detailed technical descriptions and specifications on these high-dollar products.

Wrap-Up

So it’s important for the marketing manager to put themselves in the shoe of the prospect. They must understand from their perspective what they have to gain or eliminate some problems with the use of your product.

A common warning I have to give time and time again.  As you’re writing your advertising copy or marketing copy, be sure that you explain it in terms of benefits rather than features.

Too many times I’ve been on sales calls where the prospect wants to dive right in and talk about all the bells and whistles and how it works. You can do this however, you are going to go down a giant rabbit hole.

I suggest that you first understand what your prospect is trying to accomplish and speak terms on how your product or service can meet those needs.

Give us your best tip on how to write advertising copy.

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