cta

Click-Through Rate (CTR) is a way of measuring the success of an ad by how many people click on the featured link contained within the ad.  A good click through rate is said to be about 2%, which can be greatly improved.

Buying advertising slots and spreading your ad all over the net won’t do much good if the ad does not get attention.  Your ad must motivate people into following the call to action contained within the ad. 

Advertising is mainly psychological and we need to learn how to use that to write effective, profit-pulling ads.  If you know some of the proven tips on how to write effective ads, it can make all the difference for your business and advertising budget.

captureeyes

The Importance of the Headline:  The success of an advertisement 
lies largely in the headline.  The headline needs to capture the 
reader’s eye and make him want to read the rest of the ad.  
Research shows that five times more people read just the ad
headline as opposed to the entire ad so you need to make it a 
good one.

Also, be sure to make your headline or some part of the ad bigger and darker than the rest.  Put this tip to the test.  Open a newspaper and see which ads draw your attention.  Your eyes will go to the ads with the biggest darkest headlines.

The headline should be centered around the product and what it can do for the customer.   Do not fill your headline with exaggerated hype.  Make it catchy but do not try to mislead or trick the customer into buying.  If your ad is not believable, it will be passed over.

For example:    If you are selling a pain relieving product, instead of this headline:
Painkill Takes Care of Pain

try this headline:
Are You Tired of the Pain – Take Painkill

Negative headlines actually get a larger response than positive headlines:

Positive Headline:
PainKill Always Works the Best

Negative Headline:
Experience the Worst Pain Ever without PainKill

Once you write an attention getting headline, you need to focus on the problem of the customer and show them that your product is the solution to that problem.  Use short, concise sentences that get right to the point.  The reader isn’t interested in reading a novel.

novel

For example:

Are You Dealing with Pain?  PainKill can rid you of your pain so you can live your life.

The ad needs to motivate the customer to buy your products.  The product is not what sells, what sells is what the product can do for the customer.   Thus, you need to focus on the benefits of the product, not the features. 

For example:

Instead of:
Painkill contains this ingredient and that ingredient for more effectiveness.

Try this:
With newly discovered ingredients, Painkill will free you of your pain.

Always proofread your ad for any possible tweaks.  An ad is one place you do not need to be grammatically correct.  You need to get your point across.

Although, one grammatical error you don’t want to make is using the exclamation point.  Overuse of this end punctuation has made it a death sentence, of sorts, for your ad.  Have you ever seen ad that looks like this:

Our Product is the Best!!!!  Call us now to get your discount!!!!  You will not be sorry!!

Because of this type of overuse the exclamation point is considered a way to cheapen your ad and take away its credibility.  They can make your company seem weak and desperate.  Do not turn your writing to junk by adding exclamation points.

The last thing your ad needs is a “call to action”.   Don’t assume that the customer will know what to do to get your product.  Always provide a call to action to get them to act now.

For example:

Call now for a 25% discount on your first purchase.

Or:
Order online now at painkill.com and save $5.00.

Power Words:  Power words are words that can persuade, entice and motivate people to do what you want them to do.  They are used by politicians, public relations personnel, public speakers, etc.

wordspower

Some common power words you can use are: 

Free
Secret
Proven
Guarantee
New
Innovative
Improved
Save

The word that is listed as the #1 power word is YOU.  

You should definitely try to use the word “you” in your headline.   This personalizes the ad and makes it about the individual reader.

[Tweet "Is Your Ad Getting Results?"]

Some reasons your ad might not get results:

1. Nothing about your ad draws attention to it. 
2. Your ad content is flat and does not generate interest.
3. People just do not believe what you claim in your ad. 
4. Your offer is not totally understood and creates confusion.
5. Your ad does not contain a clear call to action.

So, when writing your ad, remember the following guidelines:

1. Grab their attention with your headline.
2. Focus on the benefits of your product, not the features.
3. Let the customer know how the product can help them.
4. Use power words that can increase the chance of a sale.
5. Motivate them into a call to action NOW.

Following these tips should raise the success of your advertisements, saving you money and increasing your sales.

About the Author:
Terri Seymour has over 15 years of internet marketing experience and has helped many people start their own business.  Visit her site for free articles, resources, information, resell ebook business opportunity and more.  Get three free gifts including The Big Book of Social Media Tips. 
https://www.SeymourProducts.com

 

Written by Larry Newman

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