Advertising 101: How To Write Advertising Copy That Sells

Discover How Good Advertising Copy Really Works!

I want to teach you how you can earn more money with less effort, just by changing the way you write your ads. 

Let's face it folks: If advertising was a waste of time, we would see very little of it.    Let me help you to understand how to stop spinning your wheels and produce results.

It's amazing how many people attempt to advertise online without a clue as to what works and what doesn't.  If you've been in business very long it's safe to say that you have experimented with writing "ad copy" and had mixed results.  Have you found yourself relating to that?  I applaud you for at least trying.  If you find yourself about ready to give up on it then read on and invest some time in finding out what is actually working and what isn't.

There are many different types of advertising that we see everyday (TV, Radio, newspapers, magazines, billboards, bumper stickers, signs, and online methods) and only some of them are effective for our specific needs.  Since most of us appear to focus on online businesses that is where I shall put my focus today.  Let's begin.
 

Audience

Determine to whom you want to reach.  Is it network marketers?  Is it housewives?  Is it teenages?  City dwellers?  Home Owners?  Who do you want to respond to the ad?  You must understand how your intended audience thinks in order to reach them.  You must appeal to their emotional needs and interests in order to get them to respond.  Write your ad copy with them as your focus and not yourself.

Headlines

Statistics say that your electronic (online) ad has 2-6 seconds to capture the reader's attention, depending upon the type of media used (email, banner, website, etc.) before they click off of it with their mouse.  That is not much time.  That means that your "headline" must touch them immediately.  It must demand an immediate desire in them to know more.  It must appeal to their, "What's in it for me?" 

This attention getter is key to determining if your ad will get results.  It absolutely must answer the reader's question, What's in it for me?.  It needs to be clear, to the point, and all about the person reading it.  You need to appeal to their emotions, not their logic.  That's right.  People respond to emotional stimuli.  You do too!  Address how your product is going to take care of their need.  Remember that the word "YOU" is very powerful in marketing.

Write out your rough headline, and then honestly ask yourself, What's in it for me?  If the headline does not answer the question but instead leaves you saying, "So, what is in it for me?", then rewrite it.  Repeat the procedure.  Keep doing it until your headline spells out how you have the answer to their need.

Try my neat widget    - becomes  -   Widget Puts Money In Your Pocket Fast

First Paragraph

Great.  You got a good headline.  Now what?  The first paragraph is equally important for producing copy that sells.  Depending upon the space available, here is where you must expand upon the headline to figuratively write them a brief picture of how your widget (product) will answer that emotional need you spoke of in the headline.  Again, you need to be brief and to the point here, especially if your ad has even more room for information. 

If it is just a teaser to get them to a website, do NOT give too much information here.  The main information will be on the website.  Marketing is just like fishing.  Many good prospects are lost here because of trying to fish with the whole tackle-box instead of just a lure.

Body of Advertisement or Website Content

Assuming that your advertisement is long enough to contain more information, this is where you spell out for the prospect the problem they have and then you provide their answer to the problem (your widget).  This information may be contained on the website itself.  Build credibility on the products with believable testimonials from people just like your prospect.

Be creative in your writing style as though you are writing specifically to someone, because you are.  You're writing to your reader.  They need to not feel a need for what you have, but they need to WANT to do business with YOU.  Relate to them, yet keep it serious enough that they take YOU seriously in your ability to help them.

Review the body of your copy to see if the paragraphs flow in a logical and natural manner.  Are you darting all over the place in the text, or does your information flow from one paragraph to the next?

Warning: Some people have a tendency to exaggerate in their ads.  That is a very bad idea.  How do you feel about being lied to or misled?  Don't do it to your audience.

Call to Action

Whatever you do, don't forget to ask for the sale.  Remember: If you don't ask, the answer is already NO!  Keep it simple and easy to follow, but tell the prospect what they need to do.  Giving them a little incentive is a good tactic too.  Example: Include a free item or discount if they act today.  Create an urgency for them with phrases like: This offer ends in 48 hours, so act fast!

• Click Here For Immediate Information
• Act Now By Clicking Here!
• Order Now And Save 20%      

Don't expect to have fantastic results right away if you are new to marketing and are writing your own copy.  Be patient and willing to change your advertising copy until you find something that produces good results.  Be persistent and continue to adapt to the guidelines above.  Keep a log of what works and where.