BRAD’S RULE #12 Repeat Your Story in the Coupon or the Closing

Repeat Your Story in the Coupon or the Closing

Research shows that when people read ads they do not start at the beginning and work their way to the end.

Yes, they jump around the ad (or letter).

For example, most people read the headline of a direct mail letter first. That you’d expect. Plus (perhaps) the first few paragraphs. But the second thing they read is the postscript (P.S.).

In an ad, after the headline most people will go straight to the coupon (or the last paragraph – your close, if there’s no coupon).

Why?

When you read a mystery, knowing “who-dun nit” before you begin would completely spoil the experience. You read a mystery for the suspense, and for the puzzle.

When you read an ad, your most important question is: what’s the point? (What’s the ending?). You want to know where you’re going before you start, so that you can decide whether the journey’s worth the trouble or not.

Let’s say a headline intrigues you. Do you want to spend time reading this ad? Do you really want to know more?

You look at the coupon and discover the product is interesting and costs $5. You read on.

OR: You look at the coupon and discover the product is interesting and costs $1, 000. You turn the page.

OR: There’s no coupon, there’s no close, there’s no apparent point to the ad… It’s not obvious what the ad is trying to tell you. Sometimes, when I see an ad like this, I try to figure out what the guy’s trying to sell. That’s a mental exercise because I spend most of my time writing copy. You – and almost everybody else will give up and turn the page.

You should treat your coupon (or close the last two or three paragraphs) as a mini-advertisement. Restate the offer precisely and succinctly, with as much sizzle as you can.

– Brad Sugars –

Business is a commercial, profitable enterprise, that works without the owner. If you want to GROW your business, INCREASE your PROFIT, and have TIME to enjoy it,
<h1 style=”text-align: center;”><strong>CALL NOW : </strong><span style=”color: #cf3025;”><strong>021 2567 5775</strong></span></h1>
<a title=”About” href=”../2011/02/17/about/” target=”_blank”>ActionCOACH</a> coaching system has been used across 47 countries, and applied in variety of industries. For your comfort we provide you with <a title=”ActionCOACH Guarantee” href=”../2011/02/17/actioncoach-guarantee/”>17 WEEKS RESULT GUARANTEE</a><a title=”ActionCOACH Guarantee” href=”../2011/02/17/actioncoach-guarantee/”>.</a>Get to know the coaches <a href=”https://actioncoachsouthjakarta.wordpress.com/about/the-coaches/&#8221; target=”_blank”>here</a>.

And…remember to sharpen your knowledges and skills our educational <a title=”SEMINARS AND WORKSHOPS ACSJ” href=”https://actioncoachsouthjakarta.wordpress.com&#8221; target=”_blank”>EVENTS</a>. Life gets easier if you get better.

<strong>Follow us on</strong>
<ol>
<li>Facebook fan page : <a href=”http://www.facebook.com/actioncoachjaksel”>http://www.facebook.com/actioncoachjaksel</a></li&gt;
<li>Twitter : <a href=”http://twitter.com/actioncoachsj”>http://twitter.com/actioncoachsj</a></li&gt;
<li>Youtube : <a href=”http://www.youtube.com/user/actioncoachsj?feature=mhum”>http://www.youtube.com/user/actioncoachsj</a></li&gt;
</ol>

<a href=”https://actioncoachsouthjakarta.files.wordpress.com/2011/02/brad-sugars_236-x-315.jpg”><img class=”size-thumbnail wp-image-1678″ title=”brad-sugars_236 x 315″ src=”https://actioncoachsouthjakarta.files.wordpress.com/2011/02/brad-sugars_236-x-315.jpg?w=112&#8243; alt=”brad-sugars_236 x 315″ width=”112″ height=”150″ /></a>

Bradley J Sugars CEO &amp; Founder of ActionCOACH

Get your brochures & ads designed in the most effective way (ActionCOACH Fast Track program) … for price & detail information call now 021 2567 5775

Follow us on

  1. Facebook fan page : http://www.facebook.com/actioncoachjaksel
  2. Twitter : http://twitter.com/actioncoachsj
  3. Youtube : http://www.youtube.com/user/actioncoachsj
  1. I must say this is a great article i enjoyed reading it keep the good work :)

  1. No trackbacks yet.

Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out / Change )

Twitter picture

You are commenting using your Twitter account. Log Out / Change )

Facebook photo

You are commenting using your Facebook account. Log Out / Change )

Google+ photo

You are commenting using your Google+ account. Log Out / Change )

Connecting to %s

%d bloggers like this: