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Define the Goal, What do you want to say?
Define what you want your message to accomplish before you
begin writing. Do you want to generate inquiries (leads)?
Do you want to get orders? What action do you want readers
to take? How do you want them to respond? Put your goal in
writing and refer to it often as you develop your message.
Everything you write should directly support this goal. Get
rid of anything that doesn't.
Understand
your audience, what do they want?
Advertising to one targeted group will be more likely
to buy.Once you know your audience and what they want you
can personalize your writing to appeal to their specific interests.
Appeal
to their needs, not yours
Customers don't care about you, your product, your
company, or your professional qualifications. They only care
about the benefit they get from buying your product or service.
Make it
emotional, not logical
Your web advertisement should dramatize the feeling your customers
get while enjoying the benefits provided by your product or
service. Get them emotionally involved so they want to start
enjoying those benefits immediately. Use word pictures and
real life stories to draw readers into your message.
Make
the best offer
The offer is the "deal" you're promoting (free information,
special price, free bonus with order, etc.). It's the only
reason people respond to your advertising copy. The stronger
your offer the greater the response you'll get. Always include
the best offer you can afford and a reason to act fast.
MAKE IT
EASY
Simple, clear web advertisement is easy to read and understand.
It propels your customer to the decision point with no hesitation.
Use lots of 1 and 2 syllable words. Shorten sentences and
paragraphs. This is especially important for your web site
where relief is just a click away.
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