1. HOW TO WRITE YOUR AD COPY THE CORRECT WAY
Consider the copy from the following two ads:
Hardware Store #1:
Hammers, screwdrivers, power tools, home fix-up, lawn and garden equipment. Paulson’s has the
hardware you’re looking for...at neighborhood-friendly prices!
Hardware Store #2:
Handyman Jack’s is no ordinary hardware store. We’re a Hardware Super Store! We carry 343 kinds
of fasteners, 28 types of nails, 86 gauges of wire, 43 grit sizes of sandpaper, 16 different styles of
hammers, 28 kinds of screwdrivers, 47 types of keys, a daily inventory of 354,000 bolts and screws,
all the top-name power tools for less, and a no-nonsense, money-back guarantee of complete
satisfaction.
Question:
If you needed hardware and you knew nothing about either of these stores except what you saw in
the ad, and both stores were about the same distance from your home...where would you go? The
answer is obvious: Handyman Jack’s.
Even if every other hardware store in the city carries the same exact merchandise, no one else says
it. Remember: It’s not important that people need to know all that information. I mean, who really
cares how many nails and bolts you have, as long as you have what they want.
But the psychology behind it—the Length-Implies-Strength heuristic—makes it tremendously potent.
Because hardly any other store says these things, people judge the one who does say it to be
better, more complete, more successful in some way. Don’t you want to convey that?
Contact us today to learn more about the options we can offer your business. You can also place
your order directly from our website at www.mannmagnetics.com
