Seminars

How to Write Outstanding Copy that Really Stands Out

You don't necessarily have to be a creative genius to be successful in the advertising business, but you should at least know and recognize the differences between good and bad advertising and you should be able to explain these differences to a client. Unfortunately, few of us really do. In fact, an overwhelming majority of media salespeople understand very little about what belongs or does not belong in a good advertising message, much less how to explain it to someone else.

This dilemma creates a variety of problems. If the client perceives that you are not an expert in the creative and spot area, soon the "tail starts wagging the dog." The client, uneducated and shooting in the dark, begins telling you how to write the spot. Or, you wind up having to re-write and re-produce every spot, sometimes several times. This wastes your time and the client's time. The client does not see you as a valuable resource.

However, if you know what you are doing and can effectively teach the client precisely why you have put the spot together the way that you have, and if you exude confidence in your ability to do your job, the client will begin looking at you as though you are an expert.

Think about it this way. If you went to the doctor and the doctor told you to "take two of these pills each day," it is unlikely that you would say, "No! I'm going to take FOUR." And, if you had legal or tax problems you would listen very carefully to your attorney or your accountant. We pay these professionals very well, because we perceive them as being experts in a particular field and a valuable asset.

However, in our business the CLIENT, again usually uneducated, tells US what should or should not go into a spot. Consequently, our commercials wind up looking and sounding like...well...commercials. There is no headline to grab attention immediately. They are riddled with clichés. The call-to-action may be vague or hidden.

With the average person exposed to a minimum of 2,500 commercial impressions per day, IF ADVERTISING ISN'T OUTSTANDING IT WON'T STAND OUT AT ALL.

After attending this interactive seminar, your sellers will be experts in the difference between good and bad advertising. They'll look like resources to clients, instead of pests. We'll cover the following topics:

The importance of an Identifiable Difference.
How to create an emotional headline.
How to write clear benefits and results to your audience, without using clichés.
How to make sure your call-to-action, what you want your listener or viewer to do, is crystal clear.

Call and book this one now.
Phone: 512-236-1222
Email: paul@paulweyland.com or nhutzler@swbell.net