Introducing
| Category: Copy Writing - ad copy | Date: 2003-05-14 |
In marketing and advertising there are all kinds ways to approach the consumer.
One such approach is the "Sermon".
The "Sermon Tactic" in advertising is made up of three basic steps:
1. Explain to them what you are going to tell them.
2. Tell them.
3. Then explain to them what you told them.
In the Sermon, the copywriter portrays an "Authority" meaning he/she doesnt merely inform the consumer, but
instructs them.
You will find that many ads and articles are Sermons. Sermons are quite often written personalizing the company as a single person. This creates a stage of one-to-one dialogue with the reader. Company to reader, reader to company.
This is also referred to as the "We Theme".
If you pay close attention, you will find that many successful advertising campaigns use this same "Personalizing" tool. Such phrases as "We Care" or "Well be there for you". You dont need to preach to the reader to create a good Sermon. Its more like a friend advising another friend, whats best for them.
Now, to write a good Sermon, you must have something worth saying and you must say it with the strongest of conviction.
A Sermon can give the reader a new outlook on an old idea. A successful Sermon is a synergistic combination of Fact and Philosophy. Working together they can give a whole new dimension or side to an otherwise old selling point.
The reader is usually asked to think about a side of the product that they may not consider on their own such as the quality or safety of a product.
You must produce hard facts to support the philosophical concept.
If youre in the service business, it can make good sense to deliver a Sermon. Your Sermon could serve up the advantages of "Reliability", "Caring", "Commitment", or whatever makes you and your company special.
The next time youre considering writing ad copy, put on that black collar, combine "fact & feeling", and get your Sermon across to your reader!
Amen
Go in peace my friend
About the Author
:to contact see details below.
webmaster@greatdesignz.com
http://www.GreatDesignz.com
One such approach is the "Sermon".
The "Sermon Tactic" in advertising is made up of three basic steps:
1. Explain to them what you are going to tell them.
2. Tell them.
3. Then explain to them what you told them.
In the Sermon, the copywriter portrays an "Authority" meaning he/she doesnt merely inform the consumer, but
instructs them.
You will find that many ads and articles are Sermons. Sermons are quite often written personalizing the company as a single person. This creates a stage of one-to-one dialogue with the reader. Company to reader, reader to company.
This is also referred to as the "We Theme".
If you pay close attention, you will find that many successful advertising campaigns use this same "Personalizing" tool. Such phrases as "We Care" or "Well be there for you". You dont need to preach to the reader to create a good Sermon. Its more like a friend advising another friend, whats best for them.
Now, to write a good Sermon, you must have something worth saying and you must say it with the strongest of conviction.
A Sermon can give the reader a new outlook on an old idea. A successful Sermon is a synergistic combination of Fact and Philosophy. Working together they can give a whole new dimension or side to an otherwise old selling point.
The reader is usually asked to think about a side of the product that they may not consider on their own such as the quality or safety of a product.
You must produce hard facts to support the philosophical concept.
If youre in the service business, it can make good sense to deliver a Sermon. Your Sermon could serve up the advantages of "Reliability", "Caring", "Commitment", or whatever makes you and your company special.
The next time youre considering writing ad copy, put on that black collar, combine "fact & feeling", and get your Sermon across to your reader!
Amen
Go in peace my friend
About the Author
:to contact see details below.
webmaster@greatdesignz.com
http://www.GreatDesignz.com
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