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How To Conduct Research For Ad Copy by Donald Turner
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How To Conduct Research For Ad Copy |
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Education
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Writing an ad copy may be one of the hardest tasks that one has to do in any advertisement. Writing a great ad copy that sells thousands or even millions of dollars of products or services may seem to some, to be impossible. Research is the first step with any great ad copy. Claude Hopkins, the father of modern advertising as we know it today was hired by Schlitz brewery to craft an ad campaign that would rescue the company from its slump in the beer market. At the time Schlitz beer was running about fifteenth in beer sales and was in deep trouble. Hopkins went to visit the brewery in Wisconsin. He needed to research more about the companies brewing process. Hopkins knew that it was impossible to sell without a thorough knowledge of the product. After the tour he ask the board Why not tell people about all these steps you are taking to brew your beer? The boards response was all breweries brew there beer about the same way. Claude countered with this remark. The first one to tell the public about this process will gain a big advantage with the market Claude Hopkins, launched a major ad campaign for Schlitz that described in detail the companies step-by-step, brewing process for making there beer. The campaign was so successful, within six months; Schlitz beer went from number fifteen to the number the one beer in America. Today, there is not much discussion about the importance of research. This may be the reason why many marketing campaigns fail. Whether your subject is a physical product, a service or digital delivery does not matter. Approaching research requires the same steps for most writers. 1) Know your product. For a writer to produce good ad-copy he needs to understand the product inside and out or it is going to show in the finished paper. 2) What interest you the most about this product? This is a great time to do some brainstorming, mind maps, decision trees, and feature writing. Have a little fun at point. 3) Conduct an interview session. Claude Hopkins traveled all the way to Schlitz brewery to interview and research more about his writing subject. An example of main questions to answer are: · What is in it for me? · How can this benefit me? · Why should I buy from you? · Why should I pay the price you are asking for? · What is your guarantee? · What exactly do I get when I buy your product? · The biggest objection I have about this product is? · The biggest question I have about this product is? With an interview, your ad copy will practically write itself! The moral of this story was to show with a little research, you to can find the hidden gem that lies within any advertising campaign. Once you have done all the research, your copy pretty much will write itself. I would like to think, when Claude Hopkins walked out of that brewery, he had a little smirk on his face knowing that his campaign was already written. writing for money
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