Joseph Sugarman: take home messages.
- The goal of the first sentence is to make the customer reader the second sentence and so forth. Use short and choppy sentences to make advertisements easier to digest.
- Every word you use in an advertisement paints a picture in the mind of consumers. Carefully select words based on how you want customers to feel while reading your copy.
- Position your product as the cure to a situation rather than a prevention. You can charge more for the product and there is increased desire when a problem needs to cured.
- Use statements and questions that will get customers nodding their heads in agreement. This will make them more accepting to the sales proposition later.
- Position the product you’re advertising around a bigger idea or concept. Look back at the BMW example to see this in action.
- Ensure the order of your advertisement and copy has a logical sequence.
- Focus on creating advertisements around emotions and experiences since these drive purchasing decisions to begin with.