Basics of All Advertising and Selling: Summary!


Forget these Hi-5’s  and you can forget about either a career in advertising or writing more effective ads for your business.

There are all kinds of rules, guidelines, checklists, books and articles for writing copy. You’d go crazy trying to memorize and apply all of them in one ad. Better than learning all the rules is to understand why they usually make sense. Here’s a super-shortcut way of burrowing under the foundations of all these rules and become a better copywriter.

If you can remember five words (and if you can’t, give up the idea of becoming a better copywriter) you’re well on your way of developing more effective copywriting skills. Just remember BENEFIT, SEDUCTION, VERISIMILITUDE, WHY and WHEN. Don’t continue until you can repeat the list. “The Hi-5” handles are—

BENEFIT To whom are you selling what ultimate benefit that will improve their business or lifestyle?

Use “rationalization ammunitions, “ the Benefits, to seduce your prospects into doing what you want them to do.

Your sales story must have the appearance of truth, i.e., verisimilitude. If there’s any doubt about the believability of your story, they’ll throw you out. Deliver a believable story to the right audience and you’ve got it made.

The only two reasons why people will buy anything, anytime, anywhere is to either get something new or protect what they already have. Products like insurance and investment services touch on both reasons.

People will only buy anything, anytime, anywhere when the perceived benefits of the product or service outweigh the value of the money saved by not buying.

Understand why your prospects will buy and then seduce your them with benefits having verisimilitude and help them to conclude that the perceived benefits of what you’re selling is more valuable than the money saved by not buying.

Lewis R. Elin
Lewis R. Elin Consulting
Lewis R. Elin spent most of his working career selling work uniforms and flame resistant safety clothing via direct mail and catalogs. He is a recipient of the DMMA “Direct Mail Spokesman” award and participated in panels and lectured for the DMMA and the DMA. He co-taught a course on Direct Mail Basics at the Indiana University extensions in South Bend and Indianapolis. He has also lectured at the Merit Direct Business Mailer’s Summer Co-Op. Mr. Elin is best known for his “Hi-5 Eternal Truths of All Successful Direct Mail Advertising.”

About Nate Marks

We live and work in a world of visual images.
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4 Responses to Basics of All Advertising and Selling: Summary!

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