from the Horse's Mouth
weekly column to help you drive more paying
customers to your website or affiliate site,
increase your traffic and targeted leads, and
make your monthly e-biz paycheck more stable
and predictable. -- By Harmony Major
5 Ways to Send Your Ad Response
"THIS IS *NOT* A
How many times have we
seen ads that begin like this, that we just
skip right over? Or delete?
I'd have to say a
I was compelled to write
this article yesterday as I was going through
ads that people wanted to place in my ezine.
Even with high-visibility ad placement, you're
STILL lost if the ad itself is terrible.
So ... my mission today is
to warn YOU of the many disgraceful faux pas
that can make any and every ad campaign a
flop. Each of the following five ad-writing
techniques can mean DEATH to your ad's
Let the user beware.
Use phrases like
"This is NOT a scam!"
First of all, if it's not
a scam, you shouldn't need to waste valuable
advertising space to tell me that. Talk more
about your product and what it IS -- not what
you claim it ISN'T.
In addition to lessening
the credibility of your ad, you're also
telling us that you're not confident enough
about what you offer to leave that judgment
up to us.
SUICIDE MISSION #2:
Use phrases like
"HEY you! FREE SEX!!!"
Just *why* would people
think we'd want to buy something from (or
work with) someone that uses street corner
"cat calls" to get our attention?
This was a very popular
technique designed to make readers take
notice of an ad due to the shock factor in
seeing the word "SEX" in huge
letters. Problem was, it was commonly (and
disgracefully) used to advertise BUSINESS
Thank heavens we don't see
THAT much any more.
Again, spend your time
telling people about your product ... not
yelling offensive obscenities at them. If sex
is completely irrelevant to what you actually
offer, why run the very real risk of
targeting the wrong audience?
SUICIDE MISSION #3:
USE ALL CAPS IN
YOUR ENTIRE AD.
Not only is this
unnecessary, it's also rude. All caps means
that you're "yelling" at your
audience, and should only be selectively used
to stress certain points.
Typing everything in all
caps also makes your text VERY hard to read.
That's why companies' limitations of
agreements) are always typed in all caps, I
SUICIDE MISSION #4:
Write a down-right
BORING advertisement, like...
"If you ever wanted
to make money on the Internet, you can do it
now, with XYZ Company. My sponsor makes money
like this every day. You can be like us and
sell what we sell. http://I'm-a-Big-Loser.com"
And not ONLY was that ad
boring, it told me nothing but the fact that
you sell things, your sponsor makes money,
and you think I can make money from whatever
mysterious product you sell. Huh?!
If your ad doesn't get your prospect
EXCITED about what you offer, it's *not*
doing its job.
Which leads me to...
SUICIDE MISSION #5:
Spend a lot
more time telling me how your product
works than how it can improve my life.
I don't care
that SpeedyCleen Vacuum Cleaners have a 75ft
I want to know that
SpeedyCleen guarantees that my 4ft 10inch
stepmother will finally be able to reach
those cobwebs in the formerly
impossible-to-reach crevices in her vaulted
We don't care
that ZippyLemon Laundry Detergent has a
"garden-fresh" lemon scent.
We want to know that
ZippyLemon will blast out the three-year-old
mustard stain on our husbands' favorite
shirts ... in only ONE washing.
To make a long story
short, spend more time telling prospects HOW
your product will make THEIR lives easier,
not how the gadgets on it work. Do this, and
boost your ad's response rate several times
Be sure to check out the follow-up to
this article, "The Top 5 Ad
Tricks to Seduce Your Prospects Into
Article by Harmony Major.
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