Better Ads for the Better Networker

Copywriting Basics: Better Ads for the Better Networker

Your headline is your most important piece of information. If you don’t grab your audience with your headline then it won’t matter if your ad content was written by a Nobel award winning genius or a Martian…no one will read it and no one will care.

What makes a good headline and how do you write one?

Here’s an easy exercise to help answer this question.  First, read other people’s headlines.  Go to the Opportunities tab and start reading the headlines.  Don’t open any ads (unless you feel you must), but instead really take note of the ones you want to click and open. Now, if you actually click on an ad headline be sure to write the headline down because if it worked on you it will work on others.

See, that’s the first step secret to good headlines.  Does the headline compel you to click on it? Are you compelled to read the ad itself?  If the answer is “yes” then it’s a good headline.  Now, what may be a great headline for you may not affect me what-so-ever and that’s fine too.  Some ads are aimed at specific target audiences…women for example. Naturally, I won’t be the least bit interested in an ad aimed at women and that’s a good thing because the author should not be enticing me to look at opportunities aimed at women. On the other hand, there may be ads that cross numerous demographics, like “I’ll give you a $100 just to read this.”  Something like that will draw a lot of attention from all kinds of diverse people. 

So, as you take note of the ads that interest you, try to note why they interest you. What is it about the ad that appeals to you?  Does it make you curious? Does it offer a unique benefit? Is it talking about something you’re personally interested in?  It doesn’t matter why it interests you as much as noting why it does. Observations can help you to write better headlines.

Be sure to write the best headlines and keep them where you can reference them later. I am not suggesting you plagiarize, but do note the style and the construction. The best headlines are mimicked a lot.  For example, take the headline I wrote above, (I’ll give you a $100 just to read this.”)  This can be re-written in a variety of ways: “I’m Giving Away Money – Get Your Share Here!” or “Money Made Here – Free Samples” or “$100 to Anyone Who Reads This Ad.”  The point is not so much the words of the headline as much as it’s the spirit behind the headline.  If we can take a headline that grabs our interest and we study our reaction; asking questions like, “what is it about this headline that compels me to take action?”, and if we can tap into the “spirit” of the ad’s magic over us then we stand a good chance at re-creating that magic in our own ads.

Headline magic is essential, but the ad copy must have magic too.

Ad Copy Magic: How do you write good ad copy?

The truth is there are some people who can write well and there are others who can not.  Do not despair if you do not write very well. There are tools available to help. Perhaps the cheapest and easiest is to use the same exercise described above, but apply it to ad copy.

Once you find a headline that grabs you, go ahead and click on it.  Now, as you’re reading the ad copy study yourself. Is there something in the writing that compels you to contact the writer or to take further action?

For example, let’s say the headline reads, “Click Here for $100!”  So you do and the ad copy reads as follows:

“Congratulations! Your $100 will be sent to you very soon. I’m stupid rich and I recently realized I can’t take my millions with me when I die so I would love to give some to you. Please send me your name and address in the box below and I will send you $100. No questions asked and no obligations what-so-ever! I know it sounds crazy, but it really is that simple. Hurry, as I’m only giving 5 million away and it could all be gone any time.”

Assuming this ad were legitimate it would be hard not to resist the offer. But what if the same offer were written like this:

“Congradulations Your $100 will be sent to you very soon. I’m stupid rich and I recently realised I cant take my millions with me when I die so I would love to give some to you. Pleeze give me your name and address and I will mail you the moolah. Trust me! No questions asked and dude, I promise no one will come to your house in the middle of the night when you’re alone…I know it sounds crazy, but it really is that simple. Hurry, as I’m only giving 5 million away and it could all be gone any time.”

The second ad is very similar to the first except many of the words are misspelled and punctuation is wrong in a few places.  Also, and more importantly, the “spirit” of the second ad is considerably different than the first.  So there are two lessons to be learned here: 1,  the “spirit” of the ad is a very important part of successful ad copy writing and 2, never forget that regardless how an ad looks and feels, if something sounds too good to be true, then it probably is!

Ad Copy Acid Test:

I don’t care how good your ad looks and feels…the real question, the real acid test is this; is your ad successful? Are people signing up? Are people buying product or doing what you instruct them to do? If your ad looks great but no one signs up or takes any action then that may be a sign that you need to reevaluate your ad and perhaps even re-write it.

On the other hand, it may simply mean you’re not targeting the right audience.  There are a lot of factors involved with a successful ad campaign, so don’t be the least bit discouraged if your ad doesn’t generate immediate success.  Keep working at it and don’t ever quit.

Should I Advertise on Better Networker?

One great aspect about Better Networker is that it allow you free space to run ads under the Opportunity tab, but even as great as that is, there still are limits you should consider. Remember, the members here are in love with their product and opportunity. Unless you’re the Pied Piper for MLM / Direct Marketing nobody is going to suddenly drop what their doing and sign up with you. Sorry, but it ain’t going to happen.  So why should you advertise here at Better Networker?  You should advertise for feedback.  You want people (like myself) to evaluate your ads. 

You should develop relationships on Better Networker and then tell your friends that you’re posting an ad on the Opportunity tab. Ask your networking associates to read and evaluate your ad copy. You know, get their feedback…positive or negative…it really doesn’t matter.  As long as the feedback is honest it can help you develop and write better ad copy.

Ask them questions like, “Did the headline grab you?” “Did you feel compelled to take action?”  “If you were open to a new opportunity would the ad compel you want to look further into it?”  These are the kinds of questions you will want to have answered.  Then be sure to do the same for them as well. Encourage your networking associates to run ads and to notify you to give them feedback as well.

Ad Examples:

Below are actual ads I’ve recently seen on the Better Networker Opportunities tab. I won’t name the person posting the ad and I will try to avoid mentioning the product/opportunity, but otherwise this is what people are posting. My comments and criticisms are listed below each ad…Please understand my observations are strictly my opinion. I am not trying to ridicule or belittle anyone’s product or ad copy writing. I hope to challenge the author and hopefully point out issues that can be effectively cleaned up so that the ad can work at its fullest potential. If I hurt anyone’s feelings then please allow me to formally apologize now as it really is not my intention. Again, as this is strictly my opinion and you are free to disagree.

AD #1: I want to split a 1k profit with you. No $ required

I am looking to train the right person. If you have more time then money, we need to talk.

I can even supply some leads. 

Normally, the series costs 1795. That gets you qualified for the 1k profit. 56 day money back guarantee, you don't have to do that.

I offer full training and support.

0 dollars to get started. Limited time offer while I am in my startup stage.

It works like this:

200 for the lead

200 for talking to them

100 for getting them started

PROS: Good headline. It grabbed me and I immediately wanted $1,000

CONS: Huh? This ad confuses me. 0 dollars to get started, but the series normally costs 1795.  What is this series? 200 for the lead, 200 for talking to them, 100 for getting them started? I think I have an idea what this means, but I’m not motivated to go any further. It’s just too ambiguous and I’m too lazy to seek out more information

SUMMARY: Good start, but the lack of clarity implies disorganization which raises my suspicion, which in turn kills any interest in pursuing this any further. The ad needs more detail. Remember, people are generally lazy. We’ve seen too many false promises and fear of disappointment will keep many from taking any action.

AD #2 Traffic Wave Rocks!!

Traffic Wave Rocks Just click on the website below for more information.

PROS: Spelling is correct

CONS: Who cares?

SUMMARY: I don’t care if Traffic Wave rocks, rolls or disappears, so I am not clicking on any link.

AD #3 Will You Leave the Planet Better Than You Found It?

PROS: Headline is expertly aimed at target audience

CONS: Unless you’re the target audience why bother looking at it?

SUMMARY: I’m not the target audience so I didn’t bother looking at it.  That doesn’t mean this is a bad ad at all. Kudos to the writer for honing in on the specific group of people that might be interested in both the opportunity and product!

AD #4 Another Lame Lead Capture Page...

That's right.  Nothing special about this page... a woman who just got married, a guy who recently visited Hawaii, a couple of nice houses, and a Lexus.  That's the stuff capture pages are made of, eh?

The difference here is that you'll find a solid product and business on the other side of it, which is not always the case.  A money saving service, a simple way to earn extra income, and a really powerful marketing system make this one actually worth putting in your name and email address.

So, go ahead.  Give some random guy your information one more time.  This just might be exactly what you're looking for.

PROS: Unique and inviting…really tempted to click his link

CONS: Give me ambiguity or give me…whatever. 

SUMMARY: I’m tempted to click on his link, but his advice, “Give some random guy your information one more time” hits home and I realize if I click on his link I’m just substituting that random guy with this random guy.

Conclusions:

It is very easy for me to criticize any and all ads posted here and in some sense that’s not playing fair.  So let me point out that AD #2 was the only ad I would dismiss and label as lousy.  AD #1 is weak in content, but could be easily cleaned up and #4 nearly got me.  AD #3 weakness (limited audience appeal) is also its strength.  This ad is focused on its target audience and that is always the goal. The best ads are focused and cater to specific target groups.