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Writing an Effective Ad
Writing an effective ad is critical if you are running an online business, whether selling tangible products or information, referral or affiliate marketing, or simply generating leads and decide to attract traffic through advertising. Whatever your business is, you will have to learn how to write an effective ad that works.
The age old mantra of successful websites has always been traffic traffic traffic! A well put together ad should attract specific, targeted traffic that is already looking for your product or service. All you got to do is to convince them to get it from you rather than someone else. But first, they need to click on your ad.
Writing an Effective Ad Will Get You the ClickWhen advertising, you cannot rely on your ads to make the final sale. All a good ad can do is to get the click; which is exactly what you want. More clicks on your ads will result in more visitors to your website and hopefully more in sales. However, once on your website, it is your website’s job to make the sale to the visitor.
Writing a great ad can be challenging if one doesn’t understand the composition of an ad that compels the visitor to make the click. Many often struggle with writing an effective ad, thinking that ad creation is more art that science. Research shows however that if approached systematically, successful ad writing can be broken down to a routine; attract, convey and compel.
What Is Effective Ad Writing Meant To Do?Don’t mix up the purpose of your ad campaign. Rarely does an ad make the sale immediately. You should only use your ads to sell immediately if you have a product that is well known in the market on which you have a competitive advantage. The best products for this approach are usually commodity products if you have a price advantage in selling them.
Otherwise, focus your ads on getting that click. It is difficult to persuade a visitor from buying from you based on just a few words of ad-space. It is more effective to let your website’s content do the magic once you get them there.
Write an Effective Ad & Attract All Eyes on YouYou may have already guessed that the most important component of writing an effective ad is a well presented and catchy headline that not only grabs your attention but also makes you want to explore more.
That said; don’t just write a headline to grab someone’s attention if it contains misleading or falsified information. You will be surprised how often Internet Marketers do this. Stand behind what you scream to the world or you will leave your visitors disappointed. What good is that when you have wasted both their and your time?
Present your offer clearly in your headline, use verbs (action words) and something to compel action from the visitor. Don’t be afraid to use caps – but only with headlines. The bottom line is that you need to appeal to your potential visitors. You do this by catering to your potential customer by addressing a need they have. Thus, it is important to understand who your customer is.
Keep headlines to an 8 words maximum. You want to have it flow right into the body of the ad so that the reader does the same. Read the following two ads and ask yourself if the writer was successful in accomplishing their goal.
How to Persuade Your Reader to Read Further?Your ad reader will read further if he or she realizes that you have something that would benefit them. Therefore it is important to demonstrate the benefits of your products or services in your ad message.
We all have limited time, and your reader will want to make sure they spend their time only where they can receive some benefit in return. So if your product helps men look younger, say so in your ad. You will have mid-aged men clicking on your ads left and right. Just remember to use those verbs (action words).
Writing an Effective Ad to Deliver the GoodsOnce your reader has learned about the benefits you have to offer them, you need to compel them to take action. You do this by reiterating the benefit and at the same time asking your reader to click on your link for further information on achieving that benefit. This absolutely works like a charm!
Going back to the example above – if your product’s main benefit is to help Men look younger; you can finish off your ad by saying the following: “Click here to start looking younger today!” It is highly likely that more often than not you will have readers click on this proposition.
Length Matters in Effective Ad WritingUnfortunately for ad writers the Cyber Real Estate for text ads is expensive. Ads usually have to be short and to the point. It can definitely be challenging designing a great ad with all the limitations. However, don’t let it bother you too much.
Go ahead and create the best ad you can, and then go back and trim the fat so that you are left with a clear, concise and well focused ad.
Always Catch & Keep the Good OnesYou will find many attractive ads as you browse through the Internet. What I recommend is keeping a word document or a notepad text file on your desktop where you can simply copy and paste a good ad each time you come across one.
Keep collecting them as you will need them to brainstorm your own ads when you are ready. I keep numerous word files on my desktop for various purposes, similar to the one I just mentioned.
Experiment and Find the Ideal MixTesting is key when it comes to writing an effective ad. No matter how good an ad might appear to you, you just never know how it will perform until you test it in the live environment.
Make sure to spell check your ad and have someone else look at it as well before testing it live. Read your ad to see if it makes sense. Does it compel you to take action?
Make sure all the lines are aligned. Though this not a must it just makes your ad look much cleaner and better. eMail the ad to yourself and click on the links to see if they work. Finally, Track your ads. You need to know what works and what doesn’t so you can focus your time and effort on writing effective ads that deliver results.
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