When you have to write copy, or give direction to someone else who will, where do you start? Here’s my system.
Let’s say we’re writing an ad for a hobby greenhouse. First, jot down every point you might possibly want to make in the ad. Don’t worry how it’s phrased or what order it’s in.
Next, sort the points into three groups: benefits, proof elements, and specifications.
Include two types of benefits: category benefits (greenhouses let you garden year-round) and product benefits (this greenhouse assembles fast). Then for every benefit, find one or more proof element.
Proof elements are specific facts that demonstrate why someone should believe the benefit you claim. For instance, the benefit of “fast assembly” can be backed up by telling prospects that the greenhouse snaps together without tools and most people assemble it in less than two hours.
Specifications such as dimensions and weight are never the primary reason for making a sale, but can be an important part of the decision-making process. Ask yourself which specifications are important enough to include, and then give them less emphasis than the benefits and proof elements.
With this framework in place, you and your creative team will have a much clearer idea of how to create a compelling ad.