Seven Easy Ways to Increase Your Ad Response Online
Did you know that measuring
results of your ad headlines and body copy is the most important
thing you can do as an advertiser? If you're a bottom-line
oriented business person or professional, you can't afford to run
ads and Internet copy that doesn't grab the reader and get them to
take immediate action. By using these seven tips in your web copy,
you can actually show readers why they should take action get them
to order your information or product right away
Using these techniques, you
can test all the parts of your ads and Web copy to see what gets
the very best response. You will be able to track the number of
potential customers or clients who respond to each version of your
ad. Using the following simple techniques can take the mystery out
of the lead generation process and turn it into a science.
Following are seven specific money making suggestions for
developing outstanding ads that sell!
1) Create a compelling
headline. The first thing a potential customer sees is the
headline and if your ad or Web copy doesn't have one, the reader
may just pass your information by in favor of something else.
Unfortunately for us as advertisers, readers are generally not
looking for ads to read. They are reading articles and it's very
important to attract their interest with a good headline.
Studies have shown that the
headline is 80% of the pulling power of the ad. A good headline
can improve your results from zero responses to hundreds from the
same size space in the publication.
2) WIIFM (What's In It
for Me): When you're writing your copy always keep in mind
that unfortunately your potential customer has no interest
whatsoever in you or your business or service. Instead, the
customer is entirely preoccupied with his or her own interests,
wants and needs. Therefore, it becomes your job as the writer, to
"grab" the attention of your potential customers, interest them in
what you have to say and make them an offer they can't refuse! If
you can do this, then you have a great ad or copy for your
Web page!
3) Use the AIDA approach
in developing and writing your ad. This includes getting the
Attention of your potential customer. Then get that customer
Interested. Next, create a Desire in the reader to buy your
product or service and finally direct this customer to take Action
immediately! The attention span of readers is not very long so you
must interest the potential customer quickly by making a strong
offer that the reader can't resist.
4) Test your ads and your
Web copy. Try different approaches and measure your results.
It's very important to measure the financial results you're
getting in order to decide whether advertising is profitable for
your business. Different types of ads with different headlines,
copy and graphics can give you dramatically different responses.
So for best results, be sure to test and measure each headline
first, then the body copy of the ad. Location in the publication
can make a big difference as well.
5) Offer a bonus or
special coupon or "deal" with a time limit if the reader calls
or responds immediately. This will help spur the customer to take
that all-important action which will result in more profit for you
and your business. You can also offer free reports, videos,
audios, or CD's to get action! It's important that the free items
you offer also do a great follow-up selling job so that your ad
money is well spent and you'll get the sale.
6) Use bulleted lists of
benefits to your customers or clients. Bulleted lists of
customer benefits prioritized with the most important ones first
along with carefully crafted headlines can significantly improve
sales. Focus on benefits rather than features of the product or
service because this appeals to the customer’s sense of WIIFM or
“what’s in it for me” (see tip number 2).
7) Try an "editorial"
style ad. This type of ad looks like a regular article in the
publication you're using. Many tests have shown that "article" ads
often get much better results than the regular style of ad with
lots of white space or graphics. When reading any publication,
your customer is much more likely to read an article than an ad.
In fact, you may notice that publications will often require that
the advertiser put the word "advertisement" at the top or bottom
of these types of ads because the reader may not realize that this
is an ad.
BONUS IDEA: HERE are
the TWO most POWERFUL WORDS IN THE ENGLISH LANGUAGE for
advertisers: "FREE" and "YOU". Many millions of dollars have been
spent testing ads to discover that these two simple words can put
more pizzazz in your ads! Whenever you write the words "FREE" and
"YOU" in your ads, you are multiplying the pulling power.
For more on advertising see
this report,
Results Focused Advertising
and
Write Great Copy
A note to readers of this
special report: Even though many of these concepts may seem
obvious or simple, in actuality they are the secret of good
advertising and Web copywriting! Please don't discount the
pointers in this report because you've "tried that before and it
didn't work".
I've had many clients say
that, then find that a simple change in the headline resulted in
tremendously improved results. Many times, it’s the way something
is executed that makes the difference. If you don’t follow the
rules of copywriting and you don’t test headlines, you’ll never
know how much better your advertising or Web copy could have
performed.
Find great articles on
Internet marketing, sales success, web copywriting, advertising
tips and much more!
http://www.websuccess77.com/
Copyright 2005 Teddi McDonald
Please feel free to use this article on your site or in your ezine
including the information box with links and the copyright
information at the bottom of the article
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