| Writing Ad Copy That Sizzles |
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By Marige O'Brien, Copyright© 2006
Ad copy -- the collective term for the content of all types of advertising such as solo ads, adwords, opt-in email marketing, safelists, etc. -- is the single most important factor in successful online marketing. Great ad copy jumps off the page, grabs the viewer and never let's go. It compels the viewer to act, to decide and to make a move. In short, it is the difference between amazing and forgettable sales.
And writing dynamic ad copy is NOT that difficult. It simply requires a clear understanding of the fundamental ingredients needed.
1. Inspiration
Writing great ad copy begins with the excitement of believing in the product itself. When a marketer really believes in its worth, his or her own genuine enthusiasm bubbles over and onto the paper.
2. Heart Vs. Head
One of the first things to understand about advertising is that the average person does not make purshasing decisions based on reason, but on gut response. Oh, they might look for reasons to justify their decision, but the basic decision is an urge, a desire. Even when meeting a need, like food, most people will choose what they want over what they should have.
One critical factor in any compelling ad copy is to find that factor that is the most appealing on a gut level and focus on it. For instance, many of the work-at-home opportunities are simply independent sales positions, similar to being an independent contractor, and very much like running your own business. But what is compelling about that? Most people are afraid to run their own business and just as many do not like the competitiveness nor the instability of sales.
So, instead, the ad-copy for these points out the chief advantages: working in a bathrobe, on your own schedule, which conjure images of comfort and freedom from the usual trappings of conventional work. Others even go so far as to promise no work and a wealthy life style, which is true, for the top earners. This is also true, eventually, of top real estate brokers and car dealership owners. In fact, these are very good comparisons.
3. Balance of Results and Truth
Another key factor for a great ad is to balance potential results against a grain of truth. When only the results are mentioned, the ad-copy seems too good to be true. To say, for instance, "Earn $10K/Month" is not so much untrue but is misleading and is often dismissed as a scam. This is because it appeals to the heart too much and the head is left unappeased. Yet many types of sales positions earn that kind of money, eventually. But it is better to say something like, "Start Today And Begin Earning Money Online," which implies a process-- something the head knew was part of it.
4. Concise
Ad copy should be concise and to the point, since a few well-chosen words can pack a powerful punch. In fact, sometimes less really is more. For instance, "pack a powerful punch" is a stronger statement than, "pack a more powerful punch." Avoiding adjectives, quantifiers and modifiers is a good rule of thumb.
The wording needs to be chosen very carefully, based on the images they conjure. It is not uncommon for a professional marketer to work for days on a single sentence of no more than four or five words. Marketers who use Adwords ads, for instance, often fuss over each nuiance of their phrasing until it is just right.
5. Product Placement
Identifying the product within the ad copy is essential for successful sales. Besides standing out from its competition, it is a statistical fact that most consumers view an ad at least seven times before deciding to purchase. Without any way to distinguish itself, an ad fades quickly from the potential purchasers psyche.
By putting all these elements together, the result is dynamic ad-copy that compels the purchaser to act. It demands attention and is distinctive enough to be memorable.--mo
About the Author
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Marige O'Brien (Tracker Mo) actively works as a writer,
web designer and internet marketer. Visit her website, Tracker Mo's Den (http://www.trackermo.com), for her
latest recommended business opportunities, etools and articles.
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