Creating successful ad copy is important to the success of your company or web site. Without the right structure or word format your chances of selling your products or services are slim to none.
One of the most important aspects to writing killer copy is you first must really believe in your product or service. If you don’t, forget it. If you truly believe your product or service is something very special, everything you write, say, or do with it will be done with enthusiasm. This enthusiasm will be read in your sales letter, literature, and even in your ad copy.
Here are some tips that will help to make your ads stand out:
1. Make the ad enticing.
2. Use short words and short sentences if possible. People can’t and won’t read long complicated copy.
3. Make sure every sentence flows into another. Explain who you are, what your product is and what benefits the buyer will get out of using the product or your service.
4. Get testimonials and publish them. This will create credibility for you and your business.
5. Write your ad like you are talking to somebody, not at them. Use informal language and keep it simple and easy to understand.
6. Make sure all your information is clear, concise, effective and error free.
7. Remember the acronym AIDA (Attention, Interest, Desire, Action). You must write your copy to grab your customer's attention. Then create interest in your product or service. Once you have sparked the person’s interest then stir in him or her desire for your product. You can do this by using carefully selected words. Then, of course after all this you need to cause him or her to take action. You need to stimulate in them the need to take action.
8. Use "FREE' in your ads, especially when offering information.
9. Describe your products using benefits rather than features. For example, don’t say "this xxxx has a, b, c and d" instead say xxxx will save you time and money because it has a, b and c features. Remember, your customer only cares about what it will do for them. Show them how your product is a solution to their problem. Here is an example of what I’m talking about: Did you buy a car with air conditioning just because it had a/c or because it would keep you very cool and comfortable on hot days? Did you buy it because it had antilock brakes and airbags, or because it was very safe for you and your family?
Benefits are not "quality and service" or "cheapest". They are the answers to "why should I keep reading?" or "why should I order?" Make sure to give specifics.
10. Try to place yourself in the position of the buyer and understand what they want, and then show them how to fulfill that need. You are selling a solution to a problem, remember that.
11. Remember step 7 above. well, let’s expound on that a bit. Be careful with words that you use. For example, saying, "We are the best and we are cheaper than everyone else" is too strong, and poorly written. It makes you look like a cheap small business. However, saying, "Serving you with quality and low prices" promises or conveys a benefit to the reader. Also it uses the word "you" and the promise is not overstated.
There are certain words that have the power to turn prospects on and motivate them to buy. Some examples are:
Free, love, safe, new, benefits, right, you, alternative, security, sale, now, value, fun, save, gain, money, happy, advice, how to, discover, introduce, easy, your, proven, penetrate, suddenly, proud, healthy, guarantee, natural, fast, precious, secret, solution, magic, and comfortable
12. Always transfer ownership in your ads to make them more personal by using "you" and "your".
When you are done with the ad make sure to put it down and come back to it later when your mind is clear and refreshed. Then read the ad and edit it if needed. Then, after you are satisfied the ad is good, submit the ad to as many classified ad sites as possible. If your ad is well written you will start receiving inquiries within 24 to 48 hours.
But don’t stop there. Keep on updating the ad on a consistent basis, evaluating the results. You want to find out what ad pulls in the greatest responses.
Harry Husted is a freelance writer, copywriter, instructor and computer expert, living in Edison, NJ. He has published a computer repair and copywriting book. His Web site is http://www.thecomputersociety.com. You can write him at husted@thecomputersociety.com.
