Use LEFT and RIGHT arrow keys to navigate between flashcards;
Use UP and DOWN arrow keys to flip the card;
H to show hint;
A reads text to speech;
8 Cards in this Set
- Front
- Back
|
Sales 1 |
Make a big promise |
|
|
Sales 2 |
Make a secondary promise |
|
|
Sales 3 |
But the goal of advertising is not to be liked, to entertain, or to win advertising awards; it is to sell products. The advertiser, if he is smart, doesn’t care whether people like his commercials or are entertained or amused by them. |
|
|
Sales 3 |
On its most basic level, [the advertising] profession involves taking a product, studying it, learning what’s unique about it, and then presenting that “uniqueness” so that the consumer is motivated to buy the product.—Alvin Eicoff, Chairman, A. Eicoff & Company |
|
|
Sales 4 |
Copy cannot create desire for a product. It can only take the hopes, dreams, fears, and desires that already exist in the hearts of millions of people, and focus those already- existing desires onto a particular product. This is the copywriter’s task: not to create this mass desire— but to channel and direct it. |
|
|
Sales 5 |
For copy to convince the consumer to buy the product, it must do three things: 1. Get attention. 2. Communicate. 3. Persuade. |
|
|
Sales 6 |
In advertising, getting attention is the job of the headline. “If you can come up with a good headline, you are almost sure to have a good ad,” |
|
|
Sales 7 |
“The best headlines appeal to people’s self- interest, or give news.” |
