Avoid making these ad copy mistakes:

      Forgetting to include a reason for reading. Don't give audience members a reason to stop reading before they get started. Ask: "Am I offering an incentive for reading my message?" If not, rewrite.

     Using headlines that don't excite readers. Readers will skip a message if the headline fails to address their needs.

     Trying to be clever. People may remember your cleverness but will probably forget your product.

Note to Sweet Adelines International members: When writing an ad, sending out press releases or promotional materials, producing a commercial or public service announcement, making an appearance on a talk or radio show, always remember to mention that your chorus/quartet is part of Sweet Adelines International. If each chorus/quartet mentions Sweet Adelines International every time that they are promoting themselves, we will together reach others and achieve our ultimate goal of Harmonizing the World!

Source: Maxwell Sackheim's Billion Dollars Marketing, cited in Fred Goss' WHAT'S WORKING, 11300 Rockville Pike, Ste. 1100, Rockville, MD 20852. The above information was taken from COMMUNICATION BRIEFINGS, A monthly idea source for decision-makers. Volume XVI, Number III. Note to Sweet Adelines International members is not included in the original copy.

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