Making Your Ad Copy Work

Eliminating Disconnect

[digitalghost]

Disconnect is what happens when your ad copy lets the reader know that you have absolutely no clue about them, how they speak or what their interests are.

Disconnect can happen for a variety of reasons, insincerity, inappropriate familiarity or simply being clueless about your target market, for example, selling skateboards using a 40 year-old's ad exec vocabulary rather than finding out how 14 year-olds talk about their boards. Whatever the reason, when a disconnect occurs, a sale is lost.

Larry Chase offers some insight into what makes disconnects occur and provides some insight into how to keep if from happening.

[wdfm.com...]

[Birdman]

Very nice article. Bookmarked it ;)