General marketing To increase your advertising effectiveness -- stop selling! How many times have you heard the old adage, "The customer doesn't want a drill, he wants a hole in his wall"? While I may disagree with parts of that phrase, one thing is for sure... if you want to increase your advertising effectiveness, you have to stop selling what YOU want the customer to buy and start solving his problems. What exactly does that mean? For starters, it means finding out who your customers are and what challenges they face. It also means that your ad copy, your tag line, your Web site design, your brochure, your customer service plan and your support need to all work in concert to provide the solutions to those challenges. Here are tips for creating copy that does not sell...but provides a solution: Talk TO the customer, not ABOUT the company. Yes, you have to mention your company name so they'll know who you are. But the majority of your copy should speak to the customer and his/her needs. Use "you" and "your" and write as if only one person were reading your ad or site. Make your copy personal. Get Real! Use real-life examples in your copy. Reach your customers on their level by identifying with them. Get emotional! Most buying decisions are emotional. Your ad copy should be, too! Bring out their frustration, their anger, their greed. Benefits, benefits, benefits. I know you've heard it a 1,000 times, but you simply must fill your copy with benefits. Show them they'll get results. Tell your customers what life will be like AFTER your product or service solves all their problems. Be their friend. Let your copy portray you as "easy-to-like". When you put the focus on the people with the money...the people who keep your business up and going, you can work wonders with your copy. You'll see your sales improve if you just quit selling! Source: Article portions from "To Increase Your Advertising Effectiveness - Stop Selling!" by Karon Thackston © 2002. Learn to put these secrets to work for YOU to dramatically increase your advertising performance. The Step-by-step Copywriting Course shows you how AND gives you LIVE feedback! http://hop.clickbank.net/?optimalbiz/ktamarket