Dynamic Marketing Communiqué

Impactful advertising is scientific! Use these tips to improve your copywriting skill! [Tuesdays: “Write with the Pen of the Masters”]

August 24, 2021

In the book, “Scientific Advertising,” author Claude Hopkins said, 

“False theories melt away like snowflakes in the sun. The advertising is profitable now, clearly on the face of returns. Figures which do not lie tell one at once the merits of an ad.”

Hopkins believes that if business owners or marketers want their brands to thrive in the industry, they must learn advertising through a scientific basis.

What does he mean by that? 

It means you shouldn’t just take business risks based on “mere guesses.” You have to use an organized approach and process that ensure strong returns for your brand! 

Here’s one of the best scientific advertising approaches discussed by Hopkins in his book:

Mail Order Advertising!

This is a method where a brand’s marketing collaterals are distributed through mass-mailing or advertisements placed in newspapers or magazines.

Mail order advertising is an effective approach for businesses to generate sales and develop long-term relationships with consumers. 

In fact, one of the business benefits of this marketing strategy is that your advertisement is being opened and read.  

… and when your marketing collaterals are opened and read, consumers benefit from the information you provide. At the same time, your brand gets the exposure it needs! 

Think of mail order advertising as one of your salesmen, compelling your target market to connect with you and your business!

Aside from that, this type of advertising reaches not only those living in the metropolitan areas but also those living far from the cities. 

Imagine the market reach that newspapers and magazines make! 

Think about this: Most readers pay for newspapers and magazines to be able to read them. 

If that were you and you paid for, let’s say, a book, wouldn’t you want to read everything in it? 

We bet you would!

That’s what usually happens to many consumers whenever they buy a newspaper or magazine. They read it because they want to make good use of the money they spent. 

So, if a mail order advertisement is included in these products, consumers will also read the ads as part of what they paid for! 

Now that we’ve established mail order advertising as a good opportunity to market your brand and reach more customers and prospects…  

… do you know how to create impactful mail order ads? 

First, you have to master one of the most important elements of this advertising method: 

Copywriting!

This is one of the things that make mail order advertisements worth reading. No matter how beautiful or attention-grabbing your ads are, that will still make less of an impact without good and effective content.

So… what can you do to make your mail order ads more interesting for your readers?

  1. Make your copy interesting.

As a copywriter, it is important that you know how to grab the attention of your readers through your content.

How?

By making your copies informative yet concise and easy to understand!  

Give your readers reasons to keep reading your mail order ads. These can be through: 

By doing so, you not just appeal to your customers’ intellect but also tug at their emotions. 

Another thing: 

Make your readers imagine the benefits they’ll experience once they avail your products or services. 

In some instances, you may use the loss aversion tactic (focusing more on losses than gains) to help your target market visualize what they’ll be missing out on when they choose to not buy from your brand. 

This will help make your copies more interesting from a reader’s perspective and create a sense of urgency that will compel your target market to take your call-to-action (CTA). 

  1. Say more with less words.

Sometimes, the less you say, the more impact you make. 

Let’s apply that concept to copywriting. 

Usually, including big chunks of texts in your copies scatters your message and makes it less impactful. 

Why? 

It’s because you tend to add unnecessary fillers that do not add much meaning to your content! 

Think as if your target market is allergic to long and mouthful paragraphs. The moment they see one in your copy, they’ll lose interest, stop reading, or not start reading at all. 

That’s minus one from the possible customer conversions you can gain! 

How can you preempt this scenario? 

Keep your messages short but sweet

Take note that long paragraphs don’t necessarily equate to good and effective information. It’s better to just mention the important details in your copy and keep your message straightforward so it’s easier to digest. 

Additionally, use simple words. This will encourage your readers to keep on reading because your copy does not mislead them. 

  1. Get straight to the point.

In copywriting, it’s okay to inject a few anecdotes into your piece to make it more interesting for your readers. 

However, you have to make sure that when you do that, you don’t stray away from the main theme or message of your copy. 

Make your drafts as straight to the point as possible while keeping your tone conversational. 

Be clear about addressing your target market’s pain points through your brand’s offerings. 

If you’re uncertain about whether or not your content is straight to the point, ask a trusted friend or mentor to proofread your draft. 

When he or she finishes reading through your copy without any major comments, questions, or clarifications, then great! That means it is clear, concise, and on point. 

However, if he or she mentions a few concerns or asks questions about the clarity of your message, that’s a sign that you have to tweak some parts of your draft to ensure there isn’t any room for misinterpretation on your readers’ part. 

As Claude Hopkins said, it’s important to consider the ideal model of a good mail order advertisement to ensure success for your brand. 

One big part of that model? 

Becoming more familiar with different principles in copywriting to produce advertisements that hook your target market’s attention from the get-go!

Follow these copywriting tips and see how it could improve your advertising strategies to reach more readers and potential customers!

About The Dynamic Marketing Communiqué’s
“Tuesdays: Write with the Pen of the Masters”

Who doesn’t find content writing to be a skill that requires a lot of practice and effort?

In fact, many people may even find copywriting very intimidating.

However, you can be a good writer as long as you have the right tools. You won’t always get things right the first time, but with enough time and practice, you’ll get the hang of it!

When you write a copy for any brand or for your company, your aim is to make an impact and…

…to get people to remember.

Getting people to remember means getting consumers to buy your product or to avail of your service.

And when you get your content to deliver the results you want, THAT is a great copy!

Every Tuesday, we publish content based on tips and insights from the masters of content writing, copywriting, and storytelling.

Become more familiar with ways to write great copy that helps you gain ROI from your efforts, drive profitability, and achieve your business goals.

Learn time-tested tactics that better capture the attention of your target audience, and maximize the benefits of great copywriting.

Hope you found this week’s insights interesting and helpful.

Stay tuned for next Tuesday’s “Write with the Pen of the Masters!”

Cheers,

Kyle Yu
Head of Marketing 
Valens Dynamic Marketing Capabilities
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