How to Write Text Ads People Will Click

March 17, 2009 | By Kenneth Koh 

This is not the first time I get members asking me how to write text ads. There is a simple formula that I use to write text ad or almost any other types of ads. Today, I’ll share this formula with you.

My Simple Formula To Write Text Ad

Writing text ad is an art. Different marketers have different style of writing.

For me, I follow a simple formula. My formula is:

A-E-A

A - Attention
E - Expectation
A - Action

Most text ads are made up of a headline (or title) and a text body.

The objective of the headline is to grab Attention.

The objective of the text body is to build Expectation and call to Action.

For example, I may write an ad like this:

I Made $6K in my First Month
Learn Exactly How I Did It.
Free Download.

Can you see how I use the A-E-A formula in this example?

How To Write Attention Grabbing Headline Or Title?

There are many ways to write a headline or title that grabs attention.

For example, you can ask a question that invokes curiosity. You can also tell a story like I did in the example above.

One simple way is to use some power words that can capture people’s attention.

Some of these power words include: How To, Secrets, Free, Download, Exposed, Save, Amazing, Time-Sensitive, Proven, Step-By-Step, Shocking Truth, Cheap, Urgent.

Why Build Expectation?

Once you grab the prospects’ attention, you need to tell your prospects what they can expect from you after clicking your ad.

This is the hardest part and if it’s done right, 90% of the battle is won.

To build an expectation is to create a desire. As you know, once a person has a strong desire for something, he can do anything to satisfy that desire.

In this case, once you successfully build an expectation, your prospects will be motivated to click on your text ad to get what they’re expecting.

Again, there are some power words you can use to build expectation. These words include: Learn, Discover, Find Out, Increase, Reduce, Eliminate, Save, Loss, Gain, Heal, Change, Transform.

Call To Action - The Final Push

Many marketers put too much emphasis in the call to action. My view is, the most important element is Expectation building. Once the expectation is built, call to action is simply a final push.

Call to action is for the subconscious. What I mean is subconsciously, our hand react to some words.

For example: Click Here, Download Here, Instant Access, Start Here, Get It Now, Buy Now, Watch It Here, and … (i.e. ending your ad with …)

Anyone Can Write A Text Ad Like A Guru

No one is born an ad writing guru. Every ad writing guru I know has a habit of keeping a library of ads that they think is good.

Whenever you come across a good ad, keep it and refer to your collection whenever you need to write an ad. It’s just a matter of time before you become another expert in writing text ad.

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