Internet Ad Copy is Not The Same as Direct Sales Ad Copy

When the internet started to gain momentum and marketers from all niches started to create websites, landing pages (squeeze Pages), blogs and replicated websites they only had offline sales copy techniques to use as examples.

In the beginning, this was enough, because almost all websites, emails, and ads were basically just plain text with little use of images.

The 21st Century has brought us SEO (Search Engine Optimization) keywords, long tail phrases and a boatload of new analytics for us to review. On top of that, psychology has come into play, and we now know what works and what doesn’t work when it comes to engaging the emotions of multiple personalities at once.

Don’t get me wrong, there are always two sides of an issue, and there are plenty of people who will disagree with me, and tell you “Long Ad Copy” is the way to go. This article is not to debate the issue, but to give you some points to ponder.

Here are the four elements I do my best to stick with when I am creating ad copy via email marketing, social networking, landing pages, or replicated marketing sites. (In the above video I talk about tone and structure)

Factual – This is not easy for most marketers and may take a little work. In today’s politically correct, subjective statements seem to be the norm. However, once you have this element down, you will see very quickly how much more your effective your writing will become.

Task Oriented – This element allows you to focus on the tasks, roles and the overall sale-funnel process required to move your prospect through the conversion process, becoming raving fans. Write your ad copy in the order of importance for your website visitor to gain the information they need to make an informed decision.

Be Precise – It is critical that your ad copy be clear and precise if you want your blog or social profile visitor to be able to make an informed and fast decision. Unlike old style profiling, based on the demographics of a newspaper, magazine, email-marketing list or direct marketing mailing, your website will bring visitors from all backgrounds, ethnic backgrounds, and demographic groups. Be careful in using words with different meaning in different countries. In other words, never use puns, metaphors or try to be funny in your ad copy.

Concise & Tight – Anyone can look up big words in the dictionary to sound smart. However, it takes a real word miser, to write concise and tight ad copy. Always ask yourself this question after you have written a sentence “Is this really important to say, do I need to communicate it at all?” Short and to the point ad copy, allows the reader to absorb and recall what they just read faster and easier, which in turns allows them to make a fast-informed decision.

Living An Epic Adventure,

Troy Dooly

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2 thoughts on “Internet Ad Copy is Not The Same as Direct Sales Ad Copy”

  1. Hi Troy,

    This is two for one. First, great article on ad copy that I learned things from. Then your commenter, obviously experienced himself, gives some more golden nuggets.

    Thanks for being there,

    .-= Alan Eames´s last blog .. What Else Do I Need To Know? =-.

  2. You need short and concise along with sufficient ad copy to allow everyone to make an informed decision. I rarely read a salesletter, web or written in its entirety anymore. I get too many of them, maybe I built a resistance to them. Maybe they have all become redundant being built on cookie cutter software packages designed to make the newbie write like a guru. Who knows, but I tend to skim. If the writer fails to inspire I am gone.

    Of course I have to also remember I am not my prospect. They are most likely not a student of direct response marketing. Therefore they may not be subscribing to as many list as I have and receiving 150-200 sales messages in their inbox each day.

    So what do we need to do as marketers?

    For me, the most successful marketing pieces revolved around a story. Or the story around the event. I would fill that story with several benefit laden subheads. Enough to make a bullet point sales pitch to people like myself whether through time constraints or ADHD have a short attention spans.

    The space between the subheads will be filled with enough copy to let people who got hooked into the story to have enough info to make a purchasing decision.

    Of course the whole thing is useless unless you ask people to buy. Most marketers lose me when they ask for the order at the end. I never get there. Sales 101 has you asking trial closes throughout the entire presentation to take the temperature of the prospect. Put in the trial close throughout the marketing piece.

    So whether you write in paper or on the web, you need to follow the concept that what you are doing is salesmanship in print. So start selling.

    My recent post So You Think Network Marketing Is Tough?

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