tailieunhanh - English for personal assistants - part 16

Tham khảo tài liệu 'english for personal assistants - part 16', ngoại ngữ, kỹ năng viết tiếng anh phục vụ nhu cầu học tập, nghiên cứu và làm việc hiệu quả | The principles of writing promotional copy 75 Getting the reader s attention Headlines Headlines have to be intriguing eye-catching and clever without being totally obscure. See if you can predict what sort of company ran these headlines. Task 1 Match the advertisement headline to the company. Headlines 1. On November 17th 2006 we set fire to our client s factory. It s all part of the service. 2. More Business Acumen 3. Could a greener fleet boost your company s growth 4. Find your Shangri-La HERE 5. DIRK RAVENSTEINER ACCEPTING IMPOSSIBLE MISSIONS DAILY. 6. In keeping with the Touareg s seductive lines here s another. Over 3 000 ofextras for free. 7. Efficiencyisthefuelofsuccess Companies a. abusinessschool b. acarmanufacturer c. aninsurancecompany d. acouriercompany e. ahotel f. avehiclemanagementcompany g. anairline The principles of writing promotional copy There are some techniques that may help you write advertising copy. One useful classic formula used by advertisers is AIDA. This stands for Attention Interest Desire Action 76 Writing promotional copy Attention - as already mentioned the headline has to attract the readers attention. Interest - and once you ve got their attention you need to create an interest in your product or service. Desire - you ve then got to convert that interest into a strong desire for your product or service. Action - and then you ve got to convert that desire into action. At the end of the ad you need a call to action. Tell people exactly what they need to do to follow through and make it easy for them to do so. This is where many people go wrong. Even if you have a good ad you still need to tell people precisely what to do - how to take action. Look through your company s advertising and see if it follows this advice. Attention Remember that this is the crucial starting point. If you don t attract the readers attention in the first place then all the other techniques will be worth nothing. When you look at the examples of .