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I was chatting with a client yesterday about his advertisement.

And when first looking at it, it appeared to be an okay advert to the untrained eye.

But then I asked him a question -

What's the most common question you get asked when you talk at seminars... when clients are interested in purchasing your product... etc?

He answered my question and a light bulb went off inside my head because I knew I had found the new angle.

And this is what people miss when they try to simply "swipe" sales copy from another advertisement.

They think they can just pull out a few words like:

Who else wants to

or...

WARNING

or...

They laughed when I

or whatever.

But if you get the angle wrong, then you are dead in the water.

For instance, let's say you are trying to sell aquariums - then you might think an ad in the paper which says:

Who else wants to buy an aquarium

or...

Warning: Don't buy an aquarium before you read this

... is going to be a winner, simply because you have seen these sort of ads somewhere else before.

But if I was to chat with you and dig a little deeper, we would discover...

- Who bought aquariums from you in the past (the 20% of your business that makes up 80% of your customers)

- What questions they generally ask

- Why they buy aquariums

etc. etc.

And let's say the answer was (and I am totally guessing) that most aquariums were bought for kids between 5-12 years old. And the number one priority was that they were easy to maintain.

If that was the case, then a "warning" style headline simply wouldn't cut it unless you were advertising to readers who were specifically looking for your product via a phone directory or internet search.

So what would cut it?

An advertisement which focused around making someone's child the happiest kid on the block. i.e.

Headline: How to make your child the happiest kid on the block this Christmas

Followed by a question about "how do you choose a present for your child and what to look for"

Followed by a story of just how an aquarium gave so much joy to a young child

Followed by taking away the objection of "high maintenance" and explaining how easy it is.

Remember, every product has an angle. The problem is just like I would have a problem trying to work out what was going on with my car by opening up the bonnet (as compared to a mechanic) it's very difficult for the untrained eye to spot.

As a direct response copywriter, Scott Bywater strives to educate business owners on how to generate more leads, get more of the "right type" of customers, differentiate themselves from their competition, and convert their leads into sales via his underground and "outside of the box" strategies. You can get his copywriting and marketing tips delivered to your inbox via his eye opening "Copywriting Selling Secrets" newsletter available at http://www.copywritingthatsells.com.au