20
AD COPYWRITING TIPS FOR A BETTER RESPONSE
© by Eva Browne-Paterson - www.evieb.com
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.
