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20 Ad Copywriting Tips For a Better Response
Before putting pen to paper, or fingers to keyboard, and
writing ad copy for your next promotion, you should read
and consider these helpful copywriting tips. They're
designed to give you more insight into your customer's mind
and write copy that will generate a better response.
1. Take some time out to research your customer, so you
know who you are writing to and what their problems are
that you can solve.
2. Write in the first person as though you are having a
conversation directly with your prospect.
3. Consider their possible objections and answer their
questions in advance.
4. Many prospects won't read past the headline if it doesn't
compel them to read more... Therefore it makes good sense
to spend as much time as possible crafting a headline that
will stand out and demand attention. Select descriptive words
and phrases that ellicit interest in the main benefit, such
as the ones found in this freely downloadable document here.
http://www.evieb.com/bestheadlines.exe
5. Ensure the copy is written in simple English in a
flowing style that's easy to read. Consider asking a friend
to review your copy before submission.
6. Take time to write a compelling first line to keep the
reader interested, and an action-taking last line to
fulfill the need of the ad -- to get a click-thru to your
web site. Reiterating the main benefit in the closing line
is worthwhile.
7. Try not to confuse the reader by keeping a consistent
tone to your writing. Sometime you need to detail exactly
what the prospect needs to do.
8. Don't be afraid to use shorter paragraphs and punchy
bulleted lists. This makes your copy easier to read.
9. Only write as much information as you need to to get
your version across. Long is ok, as long as you're not
needlessly repeating yourself.
10. Using more verbs in your vocabulary can be more
persuasive than using adjectives.
11. If you're writing an ad to be published in HTML, make
sure you use a simple font in black text.
12. Many prospects fear the thought of losing out on a good
opportunity. Take advantage of that fact. Create a sense of
urgency by giving a deadline or a good reason why they
should take the desired action NOW.
13. Use simple commands wherever necessary to instruct your
prospect of the next step to take. The easier you make it
for them, the more chance you have of them following your lead.
14. Use testimonials throughout your copy to add
credibility and real-life user experience to your offer.
Wherever possible, detail the exact problems that your
offer alleviated.
15. Focus on benefits rather than features. That's what
your prospect is really interested in.
16. Use the word 'You' more than the word 'I'. Remember,
it's all about your prospect and what you can do for them.
17. Don't forget to use a PS. This is the second most read
area of an advertisement. Consider mentioning your
guarantee here.
18. Why should the prospect trust you, let alone buy from
you? Let them know the reasons why.
19. Write as though you are an expert on the particular
subject. Convey experience and satisfaction to the reader
to project honesty.
20. Make sure your order process is as simple and
straightforward as possible. Don't make it hard to figure
out and place it in a position where it will be noticed.
I hope these tips give you some good food for thought when writing your next ad for promoting your business.
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All achievement is the triumph of persistence.
John Rennie
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