Wrong appeal = DISASTER in an ad Wrong appeal = DISASTER in an ad | Justin Goff

Wrong appeal = DISASTER in an ad

by Justin Goff on May 24, 2010

I’m going to make a few new posts this week with some of my biggest copywriting tips…

Since one of my main niches is fitness/weight loss – a lot of the examples will be from this niche.  With that said, don’t think that these are exclusive to this industry.

Let’s get right into it…

If you thumb through John Caples Tested Advertising Methods, you’ll notice a large majority of the book is dedicated to two things – the headline and the appeal of the ad

Whether you’re doing a sales letter, a video or an autoresponder series – this is where the sale is made or lost.

You could have the greatest sales letter in the world – one that you paid $25,000 to have written and it’s absolutely perfect – but if the appeal you’re trying to sell to the customer is wrong then you have NO SHOT at making the sale.

What do I mean by the appeal?

Let’s take the weight loss niche for example….

In general there are 2 categories when it comes to weight loss.

1. People who want to lose weight to look good

2. People who must lose weight because of some medical condition

If you’re targeting the people who want to lose weight to look better, then your whole appeal throughout your ad has to be about that… You’ll need to appeal to their ego and play up things like…

  • You’ll be the one who turns heads at the pool this summer
  • Your wife won’t be able to keep her hands off you
  • Your friends will be jealous and they’ll think you look 10 years younger

Either way, these are the appeals that work when it comes to selling weight loss/fitness etc…

One of the biggest mistakes I see is that people base their appeal on logic and reasoning…

This is totally wrong.

Human beings buy on emotion – and then rationalize it to themselves based on reasoning.

People don’t buy $145 Nike’s for the traction or ankle stability – they buy them for the feeling they get when they wear them.

People don’t buy  a $45,000 BMW for the turning capabilities or the handling – they buy it to be part of an elite class – they’re buying recognition and appealing to their ego

Whether you like it or not, people have irrational reasons for buying something – don’t try to go against it…  Make sure you appeal to their irrational fantasies…

– Justin

P.S. – I’ll be back with more copywriting tips this week.  Leave me a comment and let me know what you’d like to see me write about…


purposeinc June 21, 2010 at 10:57 pm

Great article. This is just the direction I have been thinking on lately, as I have been working on a ton of ad copy.

Nii Wilson June 28, 2010 at 6:47 pm

Justin this is soo on point. It was good to get a reminder on this. I liked when you broke down the 2 main fitness consumers of those that do it for looks versus those that do it for health.

Justin Dupre June 29, 2010 at 10:10 pm

Nice post! It’s important to know who our audiences are and what make them tick. Very nice points on weight loss/fitness niches.

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