Are you falling into “the trap”? This trap I talk about plagues around 90% of the ads out there, making them weak and completely ineffective. Yet, this trap can be avoided so easily that it’s almost embarrassing falling into it. The trap: Not clearly stating the benefits of your product or service in all your advertising and promotional materials.

In fact, benefits are the key element to every single successful advertising campaign ever created. So let’s get started by answering the obvious question…

Keep reading: The key to advertising success

As a copywriter, one of the most important skills you need to learn is to paint a movie in the mind’s eye of your readers. The more vividly you can paint your images or movies, the better your messages will be comprehended (and acted upon).

The human brain works of the stimulus it receives, and it is 100% literal. The input it gets comes mainly from our 5 senses and can process that information with ease. On the other hand, we also make it work with words and abstract concepts… and that’s the part that it almost always has trouble with.

Keep reading: Writing for the mind’s eye

Few marketers and copywriters are familiar with the name Edward Bernays. He’s not your average guru. But his work is legendary and even today, we are all affected by his influence without knowing it.

For more than half a century, Bernays (nephew of Sigmund Freud), pioneered the techniques and strategies of shaping and manipulating public opinion. He called his craft “engineering of consent”.

Keep reading: Meet the father of propaganda