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The CopyWriters Connection
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Using Ad-OverloadViews: 294
Feb 07, 2006 3:56 amUsing Ad-Overload#

Steven Boaze

Some say you need to be subtle, some say be
harsh, some say be round-about, some say be
direct. There is one technique, though, that is
coming to the forefront as one of the most
successful to employ.

Ad-Overload is the style of overloading an
advertisement with information about your product
or service. The theory is, you give the customer
more information than they'd ever want on your
product/service, and they'll feel more confident
about you and what you offer. Also, the customer
that actually reads through it all is the one
who's interested enough to buy what you offer.
The good news is, it works!

Here's how to do it. Say you're planning a
quarter-page display ad in a magazine. Instead of
leaving a lot of white space, so it looks open,
and instead of putting pictures in to catch the
eye, fill the whole space with text! Load it
with as much information as you can fit in,
without making it unreadable. To prevent it from
looking like a grey blur when the reader's eyes
scan through the page, put a bold, black box
around the ad, a bold headline, and emphasize
important words and phrases with bold print.

You can do the same thing with a mailing. Put
together a four-page sales letter loaded with
copy, then add a brochure/flyer that
re-emphasizes the important points in even
greater detail.

A few cautions with this technique. First, make
sure you actually have something to say! We are
so conditioned to being economical with our words
in advertising that it'll be hard to Ad-Overload
without feeling repetitious. Instead of rambling
on about features, tell customers every single
benefit they'll get from your product/service.

BENEFIT is the important word.

Steven Boaze

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