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.
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