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Effective Advertising
One of the biggest challenges for most Internet Marketers is writing
effective ad copy. This is hardly surprising. Most marketers are not
professional writers and writing ad copy is a difficult skill for beginning
marketers to master. Here are some tips that might assist you in writing
an effective, profit-producing ad.
- Benefit from the experience of other writers. You can get ad copy
ideas by studying similar product's advertising material. Collect their
sales letters, classified ads, web ads, e-mail ads, etc. You can model
your ad on these-- but don't copy them word-for-word. That's a no-no.
- Set a goal for your ad. Know exactly what you want your ad copy
to accomplish. It could be to qualify prospects, make sales, generate
leads, attract web traffic, etc.
- Build your selling points. Make a complete list of your product's
benefits and features. Begin your ad with the most important benefit
either in your headline or first sentence.
- Make your ad benefits as specific as possible. Include exact numbers,
percentages, times, colors, smells, sounds, descriptive adjectives,
and so forth.
- Set yourself apart from your competitors. List all the ways your
product is different from your competitions. Include all the differences
in your ad copy that are better than their product.
- Emphasize the benefit(s) of your product. Use graphics, pictures
and drawings of people actually using your product to solve their problem.
Include a picture that also shows the results. Your goal should to
produce the "buying emotion" in your potential customers.
- You must determine who the target audience is for your product.
What age, sex, or background are they? Once you determine that, you
should write down what reasons would attract them to purchase your
product. Include those reasons in your ad copy.
- Include any proven facts in your ad copy. They could be customer
surveys, scientific tests, product reviews, etc.
- Don't forget about "after the sale". Tell your audience
what kind of support they'll get after they buy. It could be free consulting,
tech support, free servicing, etc. Product support can be a huge factor
in making the sale.
- Try to get feedback from those who chose not to buy your product.
Ask them why they decided not to buy. This will give you new ideas
on how to produce a more profitable ad copy.
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