Friendly Ghostwriter

How the Friendly Ghostwriter
Thinks About and Writes Your Ad and Web Site

Goal: Create ads and web sites that draw the customer you want to make the transactions you want.

Strategy: Understand the psychology (decision style, process, values and wants) and behavior of target client.

Tactics:

1.  Define the key words or ideas your customer must believe.

  1. Analyze customer traits that define him for your purpose:
    age, sex, race, marital status, profession, education, income
    lifestyle, music he likes (fastest route into the emotions)
    special needs
    other traits you think of

3. Choose or create professional-quality web site design and images
that communicate your key words to the unconscious mind.

  1. Write text (headlines, subheads and body copy)
    that reinforces the key messages.

5. Position key words in headline and text to make them
prominent and memorable.

Guiding principle: Stress the benefits to the customer
not the features of the product or service.

Ideal: Text supports the instant unconscious decision
the viewer made from the non-verbal elements.