Ads Not Pulling? Don't Blame the Publisher Yet! Ad Writer's
We all work hard to write that hot prospect pulling ad but many times we
get little or no response at all. Publishers take alot of heat when it comes
to this problem. Just the other day I listened as an ezine publisher told a
story of a guy who wanted all his money back when his ad didn't pull. Should
the publisher give a refund?
For many years I was an advertising consultant in the mail order industry. I
heard so many people complain about how bad so and so publication was and
how it didn't pull any or very few responses. Sometimes, people never
consider that their ad may have been to blame for the outcome. As
advertisers, we need to shoulder the responsiblity. We need to understand
that to write ads that pull, means learning another profession or at least
learning the bare basics so our advertising is not in vain. Read on and you
can discover the ad writer's formula used for decades by successful
copywriters.
First, think about words for a moment. Think about how powerful they can
be. Words.... so powerful they can cause people to fight or a whole country
to
go to war. Words make us laugh and they can make us cry but they can also
make people buy! Ads written with a proven formula and with the right words
can pull responses like crazy. If the ad is in a place where it can be read
for years, the responses will just keep coming. One of my best ads was
placed in mail order publications back in 1993 and today I still get
responses to that particular ad everyday! Here is that ad:
Save up to 50% on Groceries!
Plus Earn Thousands of $$$'s
Helping Others Save!
Write or call today!
This ad was written using the basic formula that most copywriters use. The
fact is that anyone can use this formula and when you, you will see
measurable results. Here is the formula:
attract - Attention
generate - Interest
stimulate - Desire
ask for - Action
When people are scanning ads, and their eyes move across your ad, you only
have a few seconds if that to capture their attention. The first objective
is to write a headline that can attract the reader's Attention. This is the
first step of the four part
formula for writing successful ads. You want it to be your ad that grabs the
reader's attention. You may have to write pages of different headlines to
get one that stands out from the rest but this is really a small price to
make the difference between success and failure.
Start by writing down the main benefit of your product or service. A
benefit is something that fills a need in the reader's life. It may be more
money or better health. It maybe a service that saves valuable time or just
makes life easier in some way. When you know what your main benefit is,
start writing headlines using power words to emphasize and magnify your
main benefit. Before you begin, it would be wise to read ads for the purpose
of learning to write ads. You will start to see the big differences between
ads.... from the bland to the downright compelling! One person might write
'Eggs for Sale' but the next person may make his eggs sound so much better
even if the eggs are identical! 'Farm Fresh Eggs for Sale!' Now don't those
eggs sound much better?
Once you have a headline that you feel can get the reader's attention, your
next job is to develop 'Interest and Desire'. As with most ads, you will
have to do this with a limited amount of words so don't waste them! The
reader of your ad should be persuaded that what you offer will solve one of
their problems. Let them know that your Herbal Pain Relief Formula really
will give them a pain free life once again! Use power words to emphasize
the benefits they will get if they respond to your ad. Solve one of the
reader's problems with words and your are just about there!
One of the biggest mistakes made by ad writers is when they fail to ask the
reader to take 'action'. If you have a Herbal Pain Formula website, you
might close the ad by writing 'To End Your Pain - Click Here! If you want
the person to respond by email, by phone or to write to you, tell them how
to respond. If you don't tell them to respond they probably won't! Here is
how an ad for a herbal pain formula might read:
Live Pain Free!
New Herbal Formula with
Pain Free Guarantee!
To End Your Pain - Click Here Now!
Ad writing or copywriting is an art and you can't learn it all from any one
article. But if you will seek out the information and spend some time at
developing this art, you can see a difference in your response rates. With
time, you may even write an award winner that could pull for years to come!
About the Author
Robert Olson publishes FreeWebPromote a tutorial based newsletter for
internet beginners. Visit the FreeWebPromote website and place your
ads for Free on 42000 High Traffic websites with one click. Plus get
Free Software that Remembers Passwords and
all your personal info - Fills out internet forms for you! Click Here Now!
http://freeyellow.com/members8/freewebpromote/adland.html