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Ad Copy – Making It Count
Ever find that some
ads just don’t quite get the pull as well as others?
Maybe some flounder while others even failed miserably.
And you just seem to have a little difficulty figuring
out what works and what doesn’t.
Well, start counting. Here are some
pointers on what makes good ad copy work.
1. Compelling Headline – Look around.
What grabs your attention in today’s newspaper
or main ezine headlines? Check the New York Times and
USA Today. Use buzzwords or whatever it takes. Reach
out and grab your targeted industry reader.
2. Sub-Structure –Readers today
have tired eyes. The Internet and email keep growing
and cranking out more and more each day. So make your
copy appealing. Chop up your copy by using sub-headings
and bullet points. Don’t make people read endlessly
to find major points.
3. Contact – People want to communicate
and not just toss money away. Offer a phone number with
a human on the other end. Skip the automated menus and
elevator music. You don’t like it; your clients
don’t either. You are busy; so are they. Tune into
THEIR needs.
4. Order Options –Buyers want choices.
So give them some. Set up ordering via as many ways
as possible; email links, toll-free phone and fax number,
online and postal forms. One size doesn’t fit all
here.
5. Free-something – People want
free samples, trials, bonuses or anything.
6. Price – Don’t shy away
from sharing price – at least a range. Don’t
irritate readers and make them search. How much? Make
it clear.
7. More info – Offer a place for
people to learn more. Make they reply email address
a domain name with information, maybe a free ebook or
report with photos, testimonials, etc. In other words,
don’t have readers reply to info@yahoo.com; have
them reply to free_report@MarketingTools.com. Be creative!
8. Ad Errors – Test your ad BEFORE
it goes out. Do you links work that you mention? Does
the phone number work? What does the voicemail recording
say on the phone? Does your email address work that
you’ve included? Make sure to check details and
look for spelling and grammar errors.
9. Legibility – Can you read it?
Is there so much content that your ad is too tiny to
read? Make sure to see a proof beforehand. Then print
it out and look it over.
10. Font – Don’t get fancy
& use scripts that people can’t read. Keep
it simple!
In summary, before you head to the press
with your next ad copy, count and see how many good
points you’ve covered. Put your copy to work and
make it a return on your investment, not a write off.
1howto.com
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