What Do Dumplings & Herbs Have to Do With Advertising?

What do Dumplings & Herbs have to do with Advertising? by Rhonda Hailey

If you have been advertising online for any length of time, you will have learned the importance of your headlines.

If your copy were Chicken Soup, your headline would be the chicken…

So, if headlines are the Chicken, then “herbs” are your Fonts and Magic words must be “dumplings”. Fatal Words would be the pesky bones you want to be sure and remove before you start spooning out your soup.

You didn’t know you were going to need a spoon to write your ad copy, did you?

Spice it up with FONTS

You don’t want to ruin a good soup with too much spice. SO add just the right amount of HERBS for flavor and eye appeal.

Use plain readable Fonts and avoid special characters or caps. Use caps only to EMPHASIZE specific words. For instance, if you scan back over this article/lesson; you will note that I have used CAPS where I would have EMPHASIZED a word. Had I been speaking to you in public, you would have HEARD the emphasis on certain words and been aware of pregnant pauses.

In print, we use Caps to draw your readers eye to Keywords or MAGIC words (which elicit an emotional response). For your chicken soup recipe, Magic words are your DUMPLINGS.

Ever been the last one to the kettle to find all the dumplings gone?

Dumplings are something we all want… delicious, comforting, tasty and DESIRABLE!

Examples of DUMPLINGS for your advertising copy:

FREE ……………………LOVE ……………………..SAFE
NEW …………………….BENEFITS…………………RIGHT
YOU …………………… ALTERNATIVE …………..SECURITY
SALE ……………………NOW ……………………..WINNINGS
INTRODUCING ………….WIN ………………………FUN
SAVE ……………………GAIN …………………….VALUE
MONEY ………………….HAPPY …………………..ADVICE
DISCOVER ……………..TRUSTWORTHY…………WANTED
RESULTS ……………….COMFORTABLE ………..GUARANTEED
PROVEN …………………PROUD ………………….WHY
ANNOUNCING…………..HEALTHY…………………EASY

Now you would never ladle up your Chicken Soup with bones in it. So before you serve up even a single helping of your ad copy, be sure to remove those PESKY BONES…

In copy writing, the BONES would be any words that squelch the desire to buy or take action, or stir up negativity in any way.

Strain your copy for PESKY BONES, such as:

BUY …………………….DIFFICULT………………DEATH
OBLIGATION …………..WRONG …………………ORDER
FAILURE………………..DECISION ………………FAIL
BAD …………………….DEAL ……………………COST
SELL ……………………LIABILITY ……………..WORRY
LOSS …………………..HARD …………………..CONTRACT

GARNISH with a Call to Action and your soup is ready and sure to have them coming back for seconds.

Bon Appetite!

BOLA TANGKAS
Chicken Malai Tikka Boti without oven/tandoor with English Subtitles | White Chicken Tikka

Please watch: “Restaurant Style Chicken Pahadi Tandoori Recipe Without Oven/Barbeque | Green Chicken Starter”

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White chicken Tikka

Chicken – 250 gms
Curd – 2 tbspoon
Fresh cream – 2 tbspoon
Ginger Garlic paste – 1 tbspoon
Crushed Black Pepper – half teaspoon
Garam Masala Powder – half teaspoon
Kasuri Methi – half teaspoon
Lemon – Half
Salt to taste
Oil – 2 tbspoon

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BOLA TANGKAS