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Ad Writing Lesson #1
Last week I started a 7-week ad writing course at Wizard Academy with Roy H. Williams of The Wizard of Ads trilogy fame.
Here’s our class picture, with me in the nappy red beard in the back:
I’ve been attending Wizard Academy courses for a couple years now, and this is the best one by far.
Lesson #1: If you have something outstanding to say, your secretary can write your ads.
The first job of an ad writer, therefore, is to find something worth saying. It’s not about pretty writing or creativity. It’s about relevance and credibility.
This means that, to write persuasive ads, you may often need to play with your business model.
For example, what could you offer for free as a loss leader that would cause people to come running in droves? What guarantee could you offer that your competitors wouldn’t dream of offering? What delight factor could you add?
What you say is far more important than how you say it. So find a message that will move the needle on the “Who cares” meter.
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Stephen Palmer is a marketing consultant and persuasive writer with KGaps Consulting, a co-founder of The Center for Social Leadership, and the New York Times best-selling co-author of Killing Sacred Cows: Overcoming the Financial Myths that are Destroying Your Prosperity.
He is a liberal-arts graduate of George Wythe University and a graduate of the “non-traditional business school” Wizard Academy.
Stephen resides in Round Rock, Texas with his gorgeous wife Karina, awesome son Alex, and princess daughters Libby, Avery, and Laela. Stephen and Karina blog about their magical life on Palmer Journeys.
Connect With Stephen:
Email: spalmer [at] kgaps [dot] com
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