WRITING EFFECTIVE AD COPY

Copy writing is an art that can be learned. If you are new to this, you need to read and study the ads you are getting in your e-mail, especially those with a product or service like yours. Do not copy them but use them as a guide and learning tool. Unfortunately, most new copywriters take a great ad offering a product similar to their own and just change a few words in the headline, rewrite and/or rearrange the paragraphs, and then they might add in an extra "bonus" of some kind to sell their product or service. This will just confuse the public. Try to be original.

Start by identifying and choosing a single benefit of your product or service that you wish to showcase above everything else. This is your first selling position. To choose this, ask yourself what specific benefit makes your product or service different, better, or special. Is it the price? The convenience? Your service?

Create A Headline that Sells.

The first part of your ad will be your headline. This is the most important part of your entire sales copy. You must write a headline that grabs attention and entices your viewer to read on. Most of your visitors will only read your headline. If it doesn't instantly grab their attention, they'll click on to the next e-mail and you've lost them.

Writing an Introduction.

Once you've captured your viewer's attention, you'll want to direct their attention to your introduction that quickly explains what you have to offer them. Keep your introduction brief and to the point.

Use A Lot of Sub Headings.

When creating your ad you will need to add subheadings. Subheadings are just smaller headlines used to break up your text blocks and make a selling point. Use plenty of subheadings all through your ad, since not all of your visitors will read your copy word for word. Most will only scan your ad and catch only the headings in bold.

Writing the Body of the AD.

Write down a list of all the features of your product or service then make each of these into a benefit for your customer.

For example, don't just say that you product is speedy (a feature) tell the customer that it will give them more free time (a benefit). Write copy that emphasizes the features or benefits in a way that makes an emotional connection. For example, let's say you're selling vitamins. A feature would be that it has antioxidants within the formula. So say it "Fights the Aging Process". You've turned a boring feature into a strong emotional benefit linked to people's dread of aging. Start with your strongest selling points first. The first few sentences are very important. Don't give too much detail in the beginning rather make the selling points. Do try to get your important points in early. If you have Testimonials, use them edited as short as possible without losing the point. Good, believable testimonials from real people will help your sales, especially on the web where establishing credibility is a tough job. Write like you would talk or pitch a live body with your natural style. Do not use words that an eighth grade student would not understand. Just write it the way you'd say it.

Basics of an Effective Ad For Marketing Online.

It must include a good offer; e.g. "30% off!" or "Free trial" etc.

It must ask for an immediate response; e.g. "Only five more days!" or "For Free Information fill out the Request Form" etc.

It must be risk free; e.g. "Backed by a 30-day, no-questions-asked, money-back guarantee!" or "No obligation" when they fill out a form etc.

Ask for the Sale or Action.

End by telling the viewer what to do; such as "Fill out the form now" or "Click here to order now for immediate delivery!" Note: If ordering is not simple they will pass. Make ordering details clear and easy to follow.

Use Common Fonts.

Do not use fancy fonts. They make text difficult to read plus your visitor may not have That font on their computer. Use dark text on a light background for easy reading.

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