When we write ads, our goal is to get the very
best response we can, right? There are several factors involved in
grabbing the attention of readers to help you achieve results. You’ll notice
that some of these tips also apply to writing and posting blogs.
Writing an attention-grabbing headline is the
most important tip I can give you. Most of us are pressed for time and on
information overload. So we just skim over the page to find something
that looks interesting. If your headline doesn't get their attention your
ad likely won’t even be read.
Write a list of all the features of your
products, service or business opportunity. Then, ask yourself, how each
feature will benefit your potential customers. Put yourself in your
customers’ shoes and ask, “How will this help me?” or simply, “So what?”
Do not simply provide a list of good features; explain how the features will
help your customer.
I’ll use one of my company’s products as an
example. We offer a discount dental program. What makes our service
better than our competitors’ and what purpose will it serve our
customers? By using our program, our members often save hundreds of
dollars on their dental care expenses. We are better than our
competition, because our network of dentists is the largest in the
country.
Start with your strongest selling points. Use
the first lines to create a desire for your product or service by briefly
touching on the major benefits it will bring the customer. Do not provide too
much detail. Your ad should pique their interest enough that they will go to
your website where they can learn all the details.
The end of your ad should be a “call to
action.” Tell the reader what to do. For instance, "Click here
to learn more!"
Do not “hype” your readers in your ad.
By doing so, you can ruin your reputation or worse. Be persuasive, but
not too much so.
Finally, be sure you know your company’s
policies regarding use of their name, logos, etc. Some company’s require
you to submit your ads for approval prior to publishing them.
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