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Today, more than ever, it is crucial that your ad copy explodes the reader's curiosity. Are you interested in simple yet powerful ways to improve your ad copy so your readers will rush to action? Invoking a reader's call to action can be communicated in various effective ways. Great ad copy is more than simply plain conversation; it takes special style. The words must be ordered in such a way that they unlock the reader's mind and walk right in.
Think about your ad copy for a moment. Does it inspire and thrust you into a blind rush to action? If not, take a giant step into increased profits today by enhancing your ad copy with the following tips.
CALL TO ACTION
To some, this might seem like an obvious step in crafting great ad copy. However, it is left out time and time again. Readers need to be told what you want them to do. Consider the following two examples:
Ad One: We guarantee you will lose up to 50 pounds safely with our new diet pill!
Ad Two: Take our new diet pill today and lose up to 50 pounds safely-guaranteed!
You probably noticed that Ad Two has a stronger pull to action. Ad One represents a common advertising line seen today. There is no call to action in this line. It hopes you will come to the conclusion that you need to take their pill. Ad Two is not only telling you the same information but also commanding that you take the pill and do so now.
Weak persuasion attempts in your ad copy will completely destroy any chance for action you had. Many times ad copy can make calls to action that are too subtle. When this happens, the whole attempt is out the window. Let's take a peak at a couple examples:
Ad Copy One:
Our new patented technology will assist you in promoting your website to its fullest potential. Order your copy of XYZ today!
Ad Copy Two:
Our new patented technology will assist you in promoting your website to its fullest potential. You'll wonder how you ever managed without it. Order your copy of XYZ right now!
Ad Copy One, while having a call to action, has a somewhat weak closing. It left the door wide open for the reader to ponder the action, which normally means no closure. Ad Copy Two adds a power line before the closing attempt that gives the reader the feeling of doing too much work and the thought that this tool is a requirement. Additionally, I changed "today" with "right now" to strengthen the added line. Let us look at some other persuading calls to the reader.
There are many more but this should give you an idea on how to make stronger persuading suggestions to your readers.
Perhaps the best way to improve your ad copy is by replacing simple common words with more descriptive ones. It is important that your ad copy reads well so don't just rapid fire in alternative words. Following are some common examples of words you might use and some excellent replacements.
Example: Our product is good.
Our product is top-of-the-line.
Phrase: Saves Money, Value Priced, etc.
Example: Our product is cheap.
Our product pays for itself.
Word: Money Making
Example: Our product will make you money.
With our product you will make money the easy way.
With a little crafting you can turn ordinary ad copy into a goldmine. Read through your ad copy many times to find the holes. Every word written down or spoken to a potential customer must make a statement. Competition on the business gridiron is brutal and you simply can not afford to drop the ball when it comes to ad copy. For more helpful tips, please visit Internet Business Entrepreneur.
©2005 Jason Andrew Martin LLC
Jason A. Martin has been conducting business on the Internet for 11 years. He is a free-lance writer on many topics and is currently working on obtaining a degree in Journalism and Law.
His official blog can be viewed at: Jason A. Martin
Nieman Journalism Lab at Harvard
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