Ad Copy the Sells
Ever find that some ads just don't quite get the pull as well as
others? Maybe some flounder while others even failed miserably.
And you just seem to have a little difficulty figuring out what
works and what doesn't.
Well, start counting. Here are some pointers on what makes good
ad copy work.
1. Compelling Headline - Look around. What grabs your attention
in today's newspaper or main ezine headlines? Check the New York
Times and USA Today. Use buzzwords or whatever it takes. Reach
out and grab your targeted industry reader.
2. Sub-Structure -Readers today have tired eyes. The Internet
and email keep growing and cranking out more and more each day.
So make your copy appealing. Chop up your copy by using
sub-headings and bullet points. Don't make people read endlessly
to find major points.
3. Contact - People want to communicate and not just toss money
away. Offer a phone number with a human on the other end. Skip
the automated menus and elevator music. You don't like it; your
clients don't either. You are busy; so are they. Tune into THEIR
needs.
4. Order Options -Buyers want choices. So give them some. Set up
ordering via as many ways as possible; email links, toll-free
phone and fax number, online and postal forms. One size doesn't
fit all here.
5. Free-something - People want free samples, trials, bonuses or
anything.
6. Price - Don't shy away from sharing price - at least a range.
Don't irritate readers and make them search. How much? Make it
clear.
7. More info - Offer a place for people to learn more. Make they
reply email address a domain name with information, maybe a free
ebook or report with photos, testimonials, etc. In other words,
don't have readers reply to info@yahoo.com; have them reply to
free_report@MarketingTools.com. Be creative!
8. Ad Errors - Test your ad BEFORE it goes out. Do you links
work that you mention? Does the phone number work? What does the
voicemail recording say on the phone? Does your email address
work that you've included? Make sure to check details and look
for spelling and grammar errors.
9. Legibility - Can you read it? Is there so much content that
your ad is too tiny to read? Make sure to see a proof
beforehand. Then print it out and look it over.
10. Font - Don't get fancy & use scripts that people can't read.
Keep it simple!
In summary, before you head to the press with your next ad copy,
count and see how many good points you've covered. Put your copy
to work and make it a return on your investment, not a write
off.