The Marketing Tip of The Week

by Ken Varga


How To Write Ad Copy That Is So Powerful and Compelling

That Customers Are Forced To Buy - Part 3


Hi and welcome back for another exciting tip of the week.

This week and probably next week we’ll go over Display Advertising.

A display or space ad, differs from a classified ad in that it has a headline and a layout.

The fundamentals of writing the display or space ad are exactly the same as those we went over last week, for classified ads.

The difference is that you have more space in which to emphasize the formula.

The most important part of a Display ad, is the headline and sub headline, or some call it the lead sentence.

The headline is so important. Your ad is surrounded by other ads, so what makes you think they will notice your ad?

This is why the headline should be something that jumps out or grabs your readers attention. You must entice the reader to read all that you have to say.

Your headline has to make it more difficult for your prospect to ignore reading your message.

If you don’t capture the attention of your reader with your headline, anything you’ve written beyond it is useless and a waste of money, because they won’t read what you have to say.

Primarily, headlines are written as either promises or warnings.

A promise is one that will show your reader how they can attain a desired goal or solve a problem they have.

A warning cautions against something undesirable.

For example:

A Promise: “You can lose 25 pounds in the next 30 days.”

A Warning: “Before you buy a pet, call for this free report that reveals the five questions Pet Stores don’t want you to ask.”

Here’s a secret that very few individuals know about...

Whenever possible, use words that are not usually found in advertisements.

The idea is to shock or shake the reader and cause them to take notice of your ad. Most of the headlines you see all of the time, have a certain sameness with just the words rearranged.

Your reader may see these headlines with their eyes, but their brain fails to focus on any of them because there’s nothing different or out of the ordinary to get their attention.

Whenever you possibly can, work in the word “You” and “Free”.

The layout you devise for your ad, or the frame you build around it, should also command attention. Either make it so spectacular that it stands out, or so simple that it catches the readers attention because of its simplicity.

It’s important that you don’t get cute with graphics and artwork.

Your ad should convey the feeling of excitement and movement.

Once you get your readers attention, you should immediately tell them what your product will do for them. Your potential buyer doesn’t care in the least how long it’s taken you to produce the product, how long you’ve been in business, etc., etc.

They want to know specifically how they are going to benefit from the purchase of your product.

Generally, their wants will fall into one of the following categories.

Better health, greater comfort, increased leisure time, popularity, more money, greater beauty, success, or security.

Even though you have their attention, you must state again the advantages of your product or service that they will receive.

Anyone reading this tip of the week, can massage the above to their products or services. It might take a little creativity, but that’s what we’re trying to accomplish.

In next weeks tip, I’m going to go over something that will make the reader of your ad, desire your product or service.

So until then, keep those questions rolling in.

Best Wishes,

Ken Varga
  ...using experience from my 35 businesses to help you generate millions of dollars from yours

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