Unit 3: Copywriting: Developing Effective Sales Messages
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How to Write Advertising (Or Manage Those Who Do): Discovering, Developing, and Presenting Your Product's Most Effective Sales Message

Effective Copywriting Means Research and Execution 3-2

• Part 1: The Information-Gathering Stage 3-3

• Step 1: Listen to Your Company’s Sales Reps 3-3

• How to Debrief a Sales Rep 3-4

• Learn Which Benefits Work Best 3-5

• How Do Your Salespeople Counter Common Sales Objections? 3-6

• What Else Do Your Salesmen Have to Say? (Plenty!) 3-6

Ask Your Top Sales Reps: “'What’s Your 'Elevator Pitch?'” 3-6

• Elevator Pitch Examples 3-7

• What Do Your Sales Reps Think of Your Company’s Marketing? 3-8

• Step 2: Check Your Competition 3-9

• Step 3: Get Your Competitor’s Sales Information Kit 3-9

• Step 4: Research Trade Publications in Your Industry 3-10

Part 2: Writing Effective Advertising and Promotional Copy 3-11

How Prospects See Your Advertising 3-11

Anatomy of an Effective Marketing Deliverable 3-12

• Headline 3-12

• Subheads 3-13

• Body Copy 3-14

• Call to Action 3-15

Writing Effective Advertising: Three Advertising Copywriting Exercises 3-16

Step 1: The Laundry List 3-16

• Sales Benefit Attributes 3-17

• Speed • Efficiency • Productivity 3-17

• Quality • Comprehensiveness • Richness 3-17

• Low cost • Savings • Value for money 3-18

• New • Updated • Improved • Upgraded • Different 3-19

Step 2: The Park Bench Story 3-19

Step 3: Your Elevator Pitch 3-21

• What You Have Accomplished by Completing these Exercises 3-21

Part 3: The Execution Stage 3-22

• Your Headline 3-23

• Converting Benefits to Headlines: Examples 3-23

• Your Subheads for Sales Copy 3-25

• Your Marketing Deliverable’s Body Copy 3-25

This Writing Process Opens Infinite Possibilities 3-27






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