| Find four ads from your junk mail pile or the Internet. | | | | Interview Survey says 81 million Americans experience |
| This time, I want you to go for the larger ads. Look at | | | | dry skin in winter months. |
| each one and see if they introduce proof. | | | | Maybe I'm rewriting a sunscreen ad. I will search for |
| You always see proof on internet sales letters, but do | | | | "skin cancer" million and find out that every year, 1 |
| you notice proof in TV and radio commercials? | | | | million Americans are diagnosed with skin cancer |
| McDonald's marketing campaigns: "America's favorite | | | | (according to the Boston Globe)... you could write that |
| fries according to a national taste test." | | | | as: "One million Americans will be diagnosed with skin |
| Commercials for household cleaning items show their | | | | cancer in 2008... will you be one of them?" |
| cleaning solution and a competitor's side-by-side, | | | | I also learned spending 15 minutes in the sun with an |
| showing that theirs is better. I know you see people | | | | SPF-15 sunblock is equivalent to only 1 minute in the |
| pouring blue stuff on diapers at least once a month. | | | | sun unprotected, according to the American Academy |
| If the ad doesn't introduce proof, add some. Are you | | | | of Dermatology. |
| looking at a pizza ad? Do they show pictures of their | | | | Get the idea? Research can actually be fun! If you get |
| pizza? Good... maybe you could add a testimonial. Get | | | | the hang of doing research for these obvious |
| on a search engine and search for: "keyword" review | | | | examples, like pizza, lotion, and sunblock, you'll have an |
| (with the quotes)... for example: "dominos pizza" review. | | | | easier time finding facts about the products you |
| I can quickly find positive reviews about delivery time, | | | | promote. But remember, you are not limited to just |
| ease of ordering, talk about crusts and toppings. | | | | statistical research... |
| Maybe you can find a frightening statistical fact. | | | | You can provide testimonials, still images, action videos, |
| Search for "problem keyword" percent, or "problem | | | | before and after demonstrations, analogies... anything |
| keyword" million, or "problem keyword" million | | | | to get the message through and say: |
| Americans. | | | | There is a PROBLEM... There is a SOLUTION... Here is |
| If you're rewriting an ad for a skin lotion, search for: | | | | PROOF my solution works... Here is how you can |
| "dry skin" million Americans... The National Health | | | | GET my solution. That is copywriting. |