GLADE FOR YOUR ADS
You wake up one morning and your spouse says, "Good morning,
Dear. The sun is out. I hope you have a nice day. Call me." Then
your spouse leaves for the day. Your heart is warm and fuzzy
because you were wished a nice day, and you smile because you
received an invitation to call.
The next day your spouse says, "Good morning, Dear. The sun is
out. I hope you have a nice day. Call me." You think it's odd
that the same words are repeated, but you shrug it off and go
about your business, still feeling a little warm and fuzzy at
the sentiment.
By day 30 of hearing, "Good morning, Dear . . ." you'd be very
annoyed that those are the only words your spouse could say. You
would want to hear something different. You'd want a
conversation with a real person.
By day 45, you'd be tuning your spouse out altogether. You
wouldn't hear a word that was being said because you've got it
memorized.
How long do you think your relationship would last?
I subscribe to a number of ezines. When they arrive, I scan them
for important messages from the editors. Then I print them off
because I can't read well on the screen. This lets me read them
later, as I can, when I am not near my computer.
OK. I'll admit it - I'm about 6 weeks behind in my ezine
reading. But I'm still reading each and every one. I was trying
to catch up a little on my ezine reading this past weekend when
I noticed something interesting.
I'm pretty familiar with the ads of my loyal subscribers because
I process them all as I put my ezine issues together. When I was
reading through my backlog of ezines, I recognized a number of
ads because these ads are the same ones my subscribers are still
using - 6 weeks later!
Just like you wouldn't like to hear the same words from your
spouse over and over, neither do your customers or potential
customers want to see your same ad over and over. When they do,
after awhile, they tune it out altogether because they've read
it so many times.
If you are using the exact same ad you were using weeks or
months ago, then I strongly suggest you consider using a
freshener on your ads.
1) Take a look at your product or service with fresh eyes. Make
believe you've never seen it before. What stands out to you
about the product or service?
2) Spend some time listing every word and phrase that pops into
your mind to describe the features and benefits of your product
or service. At this point, nothing is too silly or outlandish.
Your personality is going to shine through. Don't be scared.
That's OK.
3) After you've developed your list, begin narrowing it down to
those words and phrases that are feasible to use in your ad copy.
4) Use this second list to find your Unique Selling Position
(USP). Identify those words and phrases that will give a unique
twist to your ad copy.
5) Using these identified words and phrases, update your
website, your sales letters, and your ad copy. You may have a
long enough list from Step 4 to freshen your ad copy several
times before using up all the words and phrases.
6) When you've depleted all the words and phrases on your list,
go back to Step 1 and start over.
Follow these steps, and it will be like using the air freshener
Glade on your ads. This will keep your ads fresh, interesting,
and clickable. After all, isn't that the point?