There are 5 major components for the best promotional advertising copy. The sequential order of these is essential to success.

  • Command Attention
  • Showcase Benefits (not features) of Your Products and Services
  • Prove the Benefits (social proof)
  • Persuade People to Want the Benefits
  • Call to Action

Promotional advertising is essentially “sales in print.”  So, you need to think about the unique (market dominating position) benefits your products or services offer and showcase that in a persuasive way.  You must emphasize results, not features.

1. Command Attention: Grabbing your customer’s attention starts with the headline. You need an attention-getter that makes people want to know more about your products and services.  The best headlines give a vivid portrayal of the benefits or show how a problem can be solved with your products or services.  The headline is the advertisement for the advertisement.

2. Showcase Benefits: You have to showcase the benefits of your products and services and, more importantly, show how they will solve or prevent a problem. Customers want to know what’s in it for them.  Include useful, factual and clear information to show precisely what the benefits are and how they are going to help the customer.  Remember, it’s not about you.  Features are about you, benefits are about the customer.

3. Offer Proof: This is where you prove what your promotional advertisement is offering. You need to establish that you provide something in a way that no competitor does.  Social proof is one of the best ways to do that.  Video testimonials are the best way, but documented testimonials from real customers are critical to provide the social proof that potential customers are looking for.  In addition to social proof, consider providing information that establishes credibility and past performance.

4. Persuade: You need to add compelling reasons for your potential customers to purchase your products and services now. The 6 keys to influence are…

  • Reciprocity
  • Commitment and Consistency
  • Social Proof
  • Likability
  • Authority
  • Scarcity

To make it POP, assuming you have accomplished social proof, likability and you are an authority in your product or service, the tactic of scarcity is best is to create action.  This will move your potential customers to feel like they have to act now, which leads into the last component.

5. Call to Action: You must compel your potential customers to DO something. They need to check out your site (the weakest), sign up for your newsletter, purchase your products, and contact you about services…something.  Offer a freebie, an on-line booklet or report, sample, product, bonus, demo, consult, limited time price…the list goes on.  Get creative. Provide value in your free stuff, remembering it’s about them…not you.

There are lots of ways to get potential customers excited about investing in your products and services. You can help them feel like they are getting a great deal and have made an informed and wise decision.

The best promotional advertisements include all of these components and are not complete if you leave any of them out!

This perspective has given you the how-to make your promotional advertising POP that can be used continuously to help nurture your customer base and grow your business.  If you need help working through this process, check out our FREE test drive for the most comprehensive system of marketing tools and resources at

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