Ad Copy Making It Count

By Charles Hopkins Published 04/20/2006 | Advertising
Ever find that some ads just dont quite get the pull as well as others? Maybe some flounder while others even failed miserably. And you just seem to have a little difficulty figuring out what works and what doesnt.

Well, start counting. Here are some pointers on what makes good ad copy work.

1. Compelling Headline Look around. What grabs your attention in todays newspaper or main ezine headlines? Check the New York Times and USA Today. Use buzzwords or whatever it takes. Reach out and grab your targeted industry reader.

2. Sub-Structure Readers today have tired eyes. The Internet and email keep growing and cranking out more and more each day. So make your copy appealing. Chop up your copy by using sub-headings and bullet points. Dont make people read endlessly to find major points.

3. Contact People want to communicate and not just toss money away. Offer a phone number with a human on the other end. Skip the automated menus and elevator music. You dont like it; your clients dont either. You are busy; so are they. Tune into THEIR needs.

4. Order Options Buyers want choices. So give them some. Set up ordering via as many ways as possible; email links, toll-free phone and fax number, online and postal forms. One size doesnt fit all here.

5. Free-something People want free samples, trials, bonuses or anything.

6. Price Dont shy away from sharing price at least a range. Dont irritate readers and make them search. How much? Make it clear.

7. More info Offer a place for people to learn more. Make they reply email address a domain name with information, maybe a free ebook or report with photos, testimonials, etc. In other words, dont have readers reply to [email protected]; have them reply to [email protected] Be creative!

8. Ad Errors Test your ad BEFORE it goes out. Do you links work that you mention? Does the phone number work? What does the voicemail recording say on the phone? Does your email address work that youve included? Make sure to check details and look for spelling and grammar errors.

9. Legibility Can you read it? Is there so much content that your ad is too tiny to read? Make sure to see a proof beforehand. Then print it out and look it over.

10. Font Dont get fancy & use scripts that people cant read. Keep it simple!

In summary, before you head to the press with your next ad copy, count and see how many good points youve covered. Put your copy to work and make it a return on your investment, not a write off.