WRITING THE BODY OF THE AD
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NEW! Ad Pros’ secrets for successful copy Find out the way to write selling ad copy the way professionals do in the newly revised 3rd Edition of Do-It-Yourself Advertising and Promotion. How to know exactly what to say How to get the most sell into least space How to work with layouts How to get started . . . and keep going! How to get results like a creative genius without being one! TRY IT FOR 30 DAYS. IT’S GUARANTEED! Get your copy of Do-It-Yourself Advertising and Promotion directly from the publisher. Follow the step-by-step directions for 30 days to create your own ads. If you’re not satisfied for any reason, return the book for full credit or refund. This handbook works for you or we take it back and refund your money. 000 pages. 21 Checklists. Illustrations. Index. only $00.00 Available wherever books are sold JOHN WILEY & SONS 111 River St., Hoboken, NJ 07030
Figure 2.2 Manuscript copy for advertisement for Do-It-Yourself Advertising and Promotion before final price and number of pages is known.
A Sample Figure 2.2 shows how the manuscript might look for a small ad for this part of DoIt-Yourself Advertising and Promotion. Instructions for type sizes would be given in the margin. Check out how this sample is loaded with benefits. The headline contains three (new, secrets, success). Every point begins with the benefit of “how to” and then adds one or two more. Even the subhead offers the clear benefits of a 30-day trial and a guarantee; what could be a clearer benefit than a no-nonsense, no-quibble guarantee? Aim for that if your product or service permits; if not, come as close as you can. The features are there, too, with the number and size of pages, checklists, illustrations, and an index.
INSIGHT 9 Keep a single, clearly marked master copy of any manuscript. Use it to show all changes and corrections, and hold it along with all supporting documents that show when and where the changes originated. On computerized systems, use a printed (hard copy) manuscript for this purpose. Neatly redone versions will, of course, exist, but the final check is always against the master.