Effective Ad Writing How To Get The Most Results from Your Adverts by Joy Miller Limits of Liability / Disclaimer of Warranty The authors and publisher of this book have used their best efforts in preparing this programme. The author and publisher make no representation or warranties in respect of the accuracy, applicability, fitness or completeness of the contents of this programme. They disclaim any warranties (expressed or implied), merchantability or fitness for any particular purpose. The authors and publisher shall in no event be held liable for any loss or other damages, including but not limited to special, incidental, consequential or other damages. As always, the advice of a competent legal, tax, accounting or other professional should be sought. The authors and publisher do not warrant the performance, effectiveness or applicability of any sites listed in this book. All links are for information purposes only and are not warranted for content, accuracy or any other implied or explicit purpose. Email: joybells34@gmail.com Page 1
Contents Contents... 2 Who is Joybells? And Why I Wrote This Book... 3 The Evergreen Principle... 5 How To Write A Good Ad Title... 6 How To Write A Good Description... 8 What Makes A Good Ad?... 9 What To Avoid When Creating An Ad... 10 Using Appropriate Images In Your Ads... 11 My Ad Is Getting A Lot Of Views But Not Many Replies... 12 My Ad Is Not Getting Many Views... 13 If You Need Help... 14 Email: joybells34@gmail.com Page 2
Who is Joybells? And Why I Wrote This Book Hello I m Joy (Joybells to my friends) and I live in Durban, South Africa. So why did I write this book? It s mostly because people kept asking me, How did you make a comfortable pension online in under 10 months? My simple answer is I used my PC for about an hour a day. That s the short answer, so let me share with you how Effective Ad Writing helped me do that. First, I ll backup just a little and start from the beginning. I ve been blessed to have a good husband who earned enough so I could stay at home and look after our 2 boys, Kevin & Peter. I really enjoyed being there for them while they were growing up. Anyway, after our boys grew up, I found myself with some time on my hands. I know it sounds a bit corny but I ve always wanted to make some money from home by myself. Hubby provides very well but I wanted to contribute to our pension too. After lots of looking (and plenty of guidance from Robin) I found the right opportunity in a lovely company called Be Motivated Today and started my business career. It may sound impressive, but actually I was quite nervous. I knew how to email OK but that was about it. So I started inviting friends to have a look at my Be Motivated Today website. I ve been very blessed to have some good people join me, especially my friend Val. Email: joybells34@gmail.com Page 3
Then Robin told me some secrets about Outlook and MS Word which improved my inviting dramatically. When I qualified to move up from Silver to Gold membership, he encouraged me to write about how it happened so quickly. That s how my first book called Effective Inviting came about. (Let me know if you want a free copy) Now that I was making some money, I really started enjoying myself. Because Effective Inviting took so little time, I wanted to know what else I could do to make my business grow. When Robin suggested I get better at writing adverts, I said OK.. tell me more He did and that s what this book is about I wanted to share it with you and I also want to encourage all the ladies (and men) out there who want to create their own income. It really is possible. So there you have it. You're welcome to share this book with your downline. In actual fact it s the smart thing to do. If you help your downline, you re actually helping yourself. Update May 2010 It s amazing how things have turned around. My little business has grown way beyond my first expectations. So much so that Robin has taken early retirement to work with me on growing my business. We re excited that Be Motivated Today is going international in August and we ll be focusing on writing good ads to grow our business. I hope you have lots of success and would love to hear from you. Best wishes Joybells joybells34@gmail.com Email: joybells34@gmail.com Page 4
The Evergreen Principle There is a process we all go through when we re buying something. It doesn t matter whether it s from a newspaper, TV, Radio or Internet advert, the process is always the same. It doesn t matter whether it s advertising a car, a puppy, a house or Be Motivated Today, the process is still the same. If you understand this process and use it wisely, you can effectively guide your prospective customers through it to your desired outcome. You can easily remember it with the acronym A.I.D.A. which stands for Attention Interest Desire Action Attention This is definitely your Headline if you get no attention, nothing is going to happen Interest This can be partly your Ad Header but most definitely it is the start of your Ad description. Turn their attention into interest, getting into more detail. Desire This is your Ad description fueling the client s interest and turning it into desire. Think benefits here. What does your prospect want that your advert can offer them. It s all about them. It s not your super duper opportunity with this feature and that feature. What benefits will your features give your client? Action Leave this out and the rest was a waste of time. Tell the prospect what to do next and tell them to do it now. If it s click this link, then say so. If you can create a genuine sense of urgency great, but don t force it. Email: joybells34@gmail.com Page 5
How To Write A Good Ad Title Your ad title is THE most important thing that people see when they search the categories and search results. If they are attracted to it they will click on it to find out what your ad is all about. This is your chance to get their ATTENTION. It s a fact that when someone is searching for something, it is your ad title that needs to draw their attention to what you are advertising. So it is very important that your title has eye catching words that stand out and explain what you are offering them. Your ad title should be to the point, describing accurately what you are offering, and most important, keep it short and simple. Keep away from clichés such as For Sale, Best Offer or The Best Thing Ever... they do not tell your potential buyers what you are offering and it won t arouse their interest to click on your ad to see what you have to offer them. Therefore you might miss a customer. For example.. If you had a 95 Corolla that you wanted to sell, you would not advertise it under For Sale, Great Car or Car 4 Sale. No, it is not telling them what you are offering, and possibly what they are looking for. Now if your ad said 1995 Toyota Corolla, straight away the potential buyer knows what you are selling and you could make a sale. It makes it a lot easier and quicker for the person wanting to purchase your item. Likewise If someone is looking to buy a white Golden Retriever puppy and the ads out there are Available in June, Puppy 4 Sale, or Great with Kids, they will get frustrated because they can t find what they are looking for. BUT, if the ad said White Golden Retriever puppy, what a pleasure, it saves the person time and effort, and you will have a satisfied customer. Everyone is smiling! Be precise about your ad title and get the person s attention. If someone wants to work from home by stuffing envelopes, they will look for, Work from Home Stuffing Envelopes, or Earn Money Stuffing Envelopes. If your ad says that, Email: joybells34@gmail.com Page 6
you have got their interest, and saved them time in looking around and you have made a sale. Looking for Employees or Earn $30,000 per month will not do it for them, because it is not what they are looking for. Keep your title short and descriptive, get their attention. Use key words in your heading. For example: 1995 Toyota Corolla, NOT This is a great 1995 Toyota Corolla for sale that you just have to see. That s far too many words. Keep it simple but effective. Ads that are short and with an attention grabbing title are usually more successful. It makes it easier for your potential customer to see straight away what they are looking for, and this attracts more clicks to your site. And after all, this is what you want isn t it. I cannot stress enough how important your ad title is to you and your business. It is the first thing customers look at before reading your ad. It needs to be the magnet that will interest them and draw them into the advert. There are lots of people out there looking for opportunities. It is up to you to create ads that tantalize and stir their interest in what you are advertising and offering. Email: joybells34@gmail.com Page 7
How To Write A Good Description Your ad body needs to be descriptive and inviting. This will determine whether you make a sale or not. And we all want to make sales don t we. When putting an ad together, try to think of the kind of person that you would like to attract to your ad. Ask yourself what kind of information they would like to see in the ad, try to see it from their side, meet their needs. While your ad heading should be short and informative, your ad body should include lots of information and descriptions about your product, together with clear photo s if you have any. This will answer any questions that they may have without bugging you. An important point here to remember is to include as much information and details as possible. Such as shipping terms, costs, your returns policy if you have one, and the total cost. When the customer can expect to receive the item, and please provide tracking information etc. Give as much information as you can up front, this will be a tremendous help to your customer, and it will make your life a lot easier. Email: joybells34@gmail.com Page 8
What Makes A Good Ad? A successful ad is one that is eye catching, getting the customers attention. It should contain a clear and accurate description of the product/products. Pricing costs, excellent images if you have any, and any other information that they will need to know about, such as shipping costs etc. If you came across two ads advertising the same item, and the one ad had very little information about the product being sold, you would not be interested. But if the other one is clear and concise with lots of information about the product and is more interesting, which one would you choose? The second one of course. Why? Because it gave you what you where looking for. Ads that are badly presented, with bad spelling and punctuation will not inspire customers to buy from you. They will go to a more presentable and pleasing ad. Email: joybells34@gmail.com Page 9
What To Avoid When Creating An Ad Avoid irrelevant information. Your ad should only contain information that is meaningful to the product that you are advertising. Any other information that does not relate to the content of your ad can be very confusing and frustrating for your customer, and this could create a bad impression. Spelling and punctuation are equally as important because an ad filled with typo's sends the wrong impression to buyers who will move on to the next ad and buy from your competitor if they have a better written ad. Ad titles are very important and you should avoid generic titles such as "for sale" as that doesn't tell potential buyers what's being offered unless they click and view your ad description. Avoid writing in all capital letters. It looks 'spammy', unprofessional, and makes it hard to read. Emphasizing a single word is OK, but not the whole title. Making the first letter in every word a capital is fine. Avoid too short a description. Make sure the content and description of your ad is clear and concise. That your customer gets the information that they need, this will make them want to click on your link to go to your website to find out more. They will be interested in what you have to offer, because you have given them good information. If they have to search for the information for themselves, they will lose interest especially if they haven t got the time and could not be bothered. Email: joybells34@gmail.com Page 10
Using Appropriate Images In Your Ads Only upload images which relate to the item that you are advertising. You can upload as many images of the item that you like; this will show potential customers what you are offering. It could mean a sale and a satisfied customer for you. Do not upload images that have nothing to do with the product you are promoting, this can be very irritating and confusing. Email: joybells34@gmail.com Page 11
My Ad Is Getting A Lot Of Views But Not Many Replies This is a good indication that something is not clicking in your ad. Your ad is interesting enough for them to go and have a look at, so what is wrong. Go and have a good look at your content and ask yourself if it is relevant to what you are advertising. Does it tell the person what they need to know about the product, shipping, costs etc. Does it satisfy their need? If not then change it. Make sure that your pricing is not too high. Customers like to see a well written ad, with all the relevant information that they need, with the price included and a clear, inviting title. If the description is poorly written and does not tell them what they need, they will not waste their time. Photos are great to add to your ad. And they get a lot more attention. Photos are a good way of showing customers what you are offering them; they can see for themselves exactly what they are getting. Writing your ad properly is of the utmost importance. Make sure that your grammar, spelling and punctuation are all correct. Use only capital letters where necessary, doing everything in capital letters is unprofessional and makes it hard for people to read. Your ads need to be easy on the eye and easy to read. If you want your ad to be effective and to get good results for you, then make sure that you give a clear and correct description of what you are offering. Adding multiple images to your site will also help in the performance of your ad. For your ad to be productive, you need to make sure that it is well written.it might take a bit more effort on your part, but it will be worth the time and effort that you put into it. State clearly what you are promoting and what the costs are. No matter where you put an ad, it must look professional if you want the right clientele and to make the sales that you require. It is important for you to have an email address or link to your own website included in your ad, so that your customers can either email you or click through to your website for more information. By giving them access to your email you are opening the door for them to communicate with you and build relationships. This can be beneficial to you and your customer. Email: joybells34@gmail.com Page 12
My Ad Is Not Getting Many Views Make sure that you place your ad in the right category. Do some research before you place your ad to make sure you put it where people would expect to see it. Your title needs to be concise and to the point so that it stands apart from all the other ads. It needs to jump out at people when they read it. Your title is the most important part of your ad. It is the first thing people see when they are surfing the ads and it can make a good or a bad impression. They need to be able to see at a glance what you are offering. Your title needs to be concise, accurate and contain words that people are looking for. Remember the ad sites search function. What are people searching for? Are those words in your Title? If so your ad will be returned when they search. Examples of bad titles: Beauty2 FOR SALE Piebald female MAKE $1 MILLION IN ONLY 7 DAYS!!!! Examples of same ads with good titles: White Golden Retriever Puppy For Sale 1995 Toyota Corolla For Sale Piebald Female Royal Python Hatchling For Sale Make Good Money At Home With Trustworthy SA Networking Company Avoid unrealistic claims such as MAKE $1 MILLION IN ONLY 7 DAYS. This is totally misleading. It can give you and your company a bad name. Stick to the facts; write an honest and realistic ad. Do not exaggerate, tell the truth. As always and its worth repeating, good grammar, spelling and punctuation are vital. Any thing else just plain gives the wrong impression. Email: joybells34@gmail.com Page 13
If You Need Help If you have any questions about Effective Ad Writing or our other books Effective Inviting or Effective Offline Advertising, just let me know at joybells34@gmail.com With a little practice you too can get really good at writing effective ads and growing your Be Motivated Today team. Bye for now, God Bless Joybells Email: joybells34@gmail.com Page 14