by Naomi Finkel

Now that I have your attention, I'm referring to those hard-working, people-pleasing phrases that sell your product or service. Advertising writers call these "Hooks." Written or spoken, these magic bullets have the power to persuade. Following are some guidelines for creating innovative promotional materials guaranteed to generate profits.

Position yourself as a problem-solver.

People do not buy diet products. They buy the image of a trim figure. We do not buy stocks. We buy the promise of increasing our wealth. We do not buy face creams. We buy wrinkle-free skin. Take a good hard look at your target group and find out their needs, their frustrations, their problems - then offer solutions. Why are the "Got Milk" commercials so successful? Marketing research showed that people craved milk when they were out of it. An entire multi-million dollar ad campaign was based upon this premise.

Address six basic needs.

Savvy entrepreneurs help their consumers... feel better, look better, earn money, save money, save time and conquer specific fears. That's it! If you can position yourself as a company that addresses these needs, you are hitting at the gut level of consumer spending! Prospects will pay money if you can effectively demonstrate your ability to solve their problems.

Use words that sell.
Mark Twain said, "The difference between the right word and the almost right word is the difference between lightning and a lightning bug." Your introductory statement must immediately communicate your ability to meet one of the six basic needs. Copywriters spend hour after hour finding the right combination of words. Written or spoken, you only have a few seconds to grab someone's attention. Certain words have the power to motivate and persuade. Here are some that have been generating profits for decades...
Free, you, save, discover, how to, sale, new, guaranteed, secrets, fast, easy, younger, healthier and proven.

These are words that offer a promise. They make people read on and respond. The best way to see what works is to see what stops you dead in your tracks. What grabs your attention? Start analyzing copy that appeals to you. Remember, the greatest attribute of a hooker is the ability to satisfy a need!



Say It With Words
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