One of the most important things to learn as a marketer is how to write successful "Ad-Copy." So this week I am going to focus on the various types of ad-copy and what makes great ad-copy, as well as pointing you to places where you can see countless examples and tips for "borrowing" from the best.
BUT I'M NOT A WRITER!
If that's your first reaction to the idea of writing ad-copy, relax. You don't have to be Shakespeare to write Ad-Copy. In fact, you may do better if you're not a writer, since brevity is one key to great Ad-Copy and writers, let's face it, do tend
to go on! (Including me!) In fact, it isn't even that important to have all the grammatical rules down.
What is important is a firm grasp of your audience and of your product.
BUT WAIT-- WHAT IS Ad-Copy?
Ad-Copy is a generic term for all the various types of advertising content that is included when marketing in a word-based media. It originates in the print medias of newspaper and magazine which explains the "copy" portion of the name since all content in those media have traditionally been termed "copy". Thus, Ad-Copy distinguishes the advertisement area from the other content areas (i.e., sports-copy, news-copy, human interest-copy, etc.).
In online terms, Ad-Copy is the content for solo ads, Free-For-All (FFA) ads, ad-blaster ads, safelist ads, and ads in traffic exchanges such as Traffic Swarm. In short, any ads that the marketer will be called upon to write themselves. Now, many times the company will furnish some basic ads for their marketers. But these quickly become stale and over-exposed so that fresh ads are needed. In fact, it is a good idea to freshen up ads occasionally -- especially in the media mentioned here -- in order to continue to attract new customers.
Plus, once a marketer learns to write their own Ad-Copy, they are that much more able to control their ad campaigns. This, alone, makes writing great ad-copy worthwhile.
1) Your Audience / Your Product
Obviously, you want to put your product in front of the right audience. After all, it's a "hard sell" to get little old ladies to buy work-out equipment. BUT-- another aspect of that to bear in mind is to change or "gear" your marketing TO that audience.
For instance, when marketing an affiliate sign up on a "Moms at home" site (or forum) you would feature stay-at-home benefits of working online, such as the time they could spend with their children, etc. But, when on a gaming forum (which is populated by men between 19-35) it is better to highlight the independence and freedom of working for yourself.
2) Be A Tease
In ads, it's a good idea to focus on the most important aspects of a product, service or program, even if it seems a bit cheesy. Why? Because "Start Making Money Today" or "This Program Works" will grab a viewer's attention faster than, "This program is really good and can make you a lot of money." So focus on the single best aspects of your product. A great way to begin is to make a list of those features, limiting each description to a few words.
These will translate well to the subject of an email, the title area of a solo ad or in a traffic exchange like Traffic Swarm or TrafficCane. For the content, add more features or aspects.
3) Be Brief
In all of these, limit yourself to as few words as possible while still making sense. Using the samples, above, "This Program Works" is better than "This program is really good and can make you a lot of money" simply because, especially online, people rarely want to stop and read something in detail. They usually skim over most things. So to "grab" them, you must get your message across quickly.
4) Not Creative? No Copyrights
Bear in mind that there are no "copyrights" on most online ad-copy. This means that, if you see an ad that you found particularly enthralling in an email, for instance, there is nothing saying you can't use it. Of course, if you "borrow" from a major company like GMC or McDonalds or Honda, there may be a problem-- but when "borrowing" from other online marketers there is no copyright involved. So make note of the ads that YOU see that are the most appealing-- and use them. Plus, trust me, if you join a safelist, there will be no lack of samples to review.
With this in mind, however, I would avoid using some of the over-exposed slogans that have been online forever. Such as the "Fire The Boss" campaign or "Work In Your Pajamas" ads, both of which have been used 1,000 times already.
And, while there ARE definitely some ethics with online marketing, this does not infringe on them.
5) Keep It Fresh
Whatever medium of advertising you use, change your ads regularly. If you keep using the same ads, they will repeatedly attract the same type of people. By changing your ads regularly, you can market to different segments. Once a month or once a week, refresh your ads with new wording.
6) No Program Identity
One aspect that I tend to AVOID in an advertisement is naming the program/product specifically. Why? To help you stand out from all the other affiliates signed up
to the same product. Let a prospective customer view your page first before making a decision.
Below I've included 3 different ads that you are free to use to help you get started. Each includes both a title and content, but can be adapted to a single line ad-copy situation.
AD 1
Title: Hot Program, Quick Sign Ups
Content: This program is taking off. Recently Launched,
it is promising to be one of the best online this year.
AD 2
Title: A Matrix That Pays
Content: This matrix system is paying out now! And has
several different ways to advertise. Awesome products, too.
Ad 3
Title: Brand New Program
Content: With a completely fresh concept, new payment
system, everything. Check it out.
These should get you started. To best accommodate everyone, these are for affiliate sign ups rather than specific products. If you need help with product ad-copy, please let me know. If you like, I can help you write ad-copy by sending your proposed copy it to me for input.
Happy Marketing!
Marige
(Tracker Mo)
