The old adage, "A picture is worth a thousand words," may hold true when deciphering a complex diagram, but it falls short when it comes to advertising. Images can grab attention, but it's the words that truly sell. In the realm of online sales, every word should guide the reader towards the desired outcome, whether that's requesting more information or making a purchase.
Images serve as attention grabbers, drawing people in to read the ad's content. However, it's the words that truly sell. Each word should guide the reader towards the desired outcome. For classified ads, the goal is often to prompt the reader to request more information.
Sales are rarely made from the first ad a person sees. If your ad can prompt someone to seek more information, it has successfully completed the first part of its job.
Anyone involved in online sales without a web page is wasting their time. However, many web pages are poorly designed. In the pursuit of creativity, many forget their primary purpose. Once you've drawn someone to your site, it's time to close the sale, a point where many falter.
Your ad must have been effective to bring them to your site. They're seeking additional information. Some want a quick presentation, while others are willing to spend time researching your offer. To be effective, you should cater to both groups.
An effective presentation provides a summary of what you want to cover. It should also include a link for in-depth information. More is better in this case, but don't use words just to fill space. Each word should be carefully chosen to guide the reader to your order page.
Studies have shown that one large web page with internal links to additional information ranks better with search engines. These internal links act as bookmarks within your page, quickly directing someone to the desired spot.
Images can make your page more attractive, but only include one if it serves a purpose and aids in closing the sale. A large image that takes a long time to load can deter visitors. If they click away from your page because the image loads slowly, it's counterproductive.
Some experts recommend power words like "free" or "earn without work," but these terms are overused. While power words may still have a place in your teaser ads, use straightforward language on your website. The words should be vibrant and alive, driving the reader towards the desired outcome.
You must learn to write persuasive words specifically for your target customer. If your target market is professionals, tailor your message to them. However, remember that many potential customers may have a limited vocabulary, so avoid using words that the average person wouldn't understand.
Your text should be written in a black, legible font on a light background, preferably white. Avoid using fancy fonts or backgrounds that are difficult to read, as people will simply click away.
Every word you use should have one specific purpose: to lead your prospect to buy what you're selling. When writing sales copy, use words like "you" and "your" - write as if you're speaking with just one person.
Finally, many Internet users are apprehensive about making a purchase online. Ease their concerns by displaying your full name, company name, and contact information. This builds their confidence in you and your product. While a picture may be worth a thousand words, it's the words that truly sell.
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