Can't Get Right - Maybe It's Just a Word

One of the people I worked with in
advertising, had an expression "Can't Get
Right". What the heck does it mean? Well,
when he could not seem to get ad copy....
right, he would walk in and say, this ad
"Can't Get Right".

This was his way of telling me that he
had come to wits end trying to get this
particular ad to his level of perfection.
Actually, he would tell you that it was
my level of perfection that was not met. :o)

What does one do when they reach a point
of knowing that something is just not
quite right with an ad?

I know I spent the time researching and
going through all the steps necessary
to write a successful ad. But something
is just not quite right.

Ad writing is a very sensitive operation.

Amazingly, sometimes the addition of one
word can totally change the effectiveness
of an ad. In the same light, removing a
single word can sometimes be just as
effective.

I am going to give you a couple of examples.

A while back I ran an advertisement for
Solo Ads in Money For Hire.

The first time I ran the ad with this
headline.

Solo Ad to 3000 Opt-In Subscribers

The ad did pretty well but I decided to
try adding a word to see what kind of
results it would bring. Here is the
revised ad.

Solo Ad to 3000 Totally Opt-In Subscribers

The revised ad brought a 60% increase in
click through.

Why? Sometimes there is no sane reason why.
Personally, I like the first ad much better.
But the fact is, results are the only thing
that counts and sometimes trial and error
is the only way to find the ad that actually
brings the greatest results.

Here is case where dropping a single word
did wonders. The first ad headline was
basically a total flop.

Create Your Own 24/7 Money Making Machine

You have probably seen many versions of
this ad. This particular ad ran in a
number of ezines. It did not produce
very good results. But dropping a single
word, instantly made it a winner. Here is
the revised headline.

Create Your Own 24/7 Money Machine

One of the steps to creating a successful
ad is testing your headlines. When you
test a headline and it does not bring the
results you are looking for, sometimes a
single word can make all the difference
in the world.

Next time your ad screams "Can't Get Right"
A simple word may be the answer.