Introduction advertising unit Structure

13.4.2 Essentials of Selling Points :
The essentials of selling 
points are as follows : 

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1. It must be Truthful :
A copywriter should try to create repeat 
business for his firm through his copy. In order to achieve to 
achieve the same, he has to include true facts in his copy. False 
claims and misleading statements will destroy repeat business. 
2. It should be Specific :
It means, a claim made by a copywriter 
should be supported by facts or explanations. Therefore 
expressions such as „most delightful‟, „most dependable‟. „most 
economical‟ etc., will be meaningless if they are not properly 
amplified and supported by explanations. 
3. It must be Believable :
The facts and figures finished should be 
such as can be easily believed by readers. Sometimes readers fail 
to accept facts and figures though it is correct. Therefore the 
copywriter should cautiously proceed with while giving details of the 
product. 
4. It must be Understood by the Reader :
The copywriter should 
have before him the prospects while writing the copy. Therefore the 
ideas should be easily communicated, since a reader will not waste 
much of his time in reading it. In short, the language used in the 
copy should depend upon the type of readers. 
Buying motives are concerned with the urges which compel the 
prospect to buy. Selling points are the talking points for the 
salesmen. 
13.5 VISUALISATION
Visualisation is a mental process. Visualis
ation means „seeing 
in the mind‟s eye the form of the idea as it would appear in the 
advertisement‟. It is communicated to the prospects by way of an 
advertisement. Fundamentally, visualisation is the process of 
playing with different ideas. A visualiser must possess fertile mind 
so as to develop worthwhile ideas. Later, these ideas are 
transformed into effective advertising message. 
Advertisement comprises of several component parts like 
headline, 
sub-headline, 
slogan, 
body-text, 
illustration 
etc. 
Visualisation is the skill to determine which elements an 
advertisement should contain and also how they should be 
featured. Through a gradual process, a visualiser imagines how his 
advertisement will appear when it takes the final form. Visualisation 
is generally undertaken by copywriters and art directors.