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Tips For Ad Creation
Below are suggestions on how to make the most of your advertising. As with
all Internet Advertising, you will need to experiment with different styles
in order to determine what works best for you.
Make Offers and Calls to Action:
- Use the
four most powerful letters in online direct response: F-R-E-E
- Make an
offer that provides viewers with something they can respond to and
reward them for responding. (A coupon, free trial, $ off, or drawing
entry).
- Use the
offer to sell the next step -- not necessarily the ultimate goal. Get
them to take a little step of commitment first. (For example, encourage
users to provide contact information -- not close the sale; get an
estimate -- not buy a new roof. Drive viewers into the store and then sell
them your product or service).
- Always
include an attention-getting element, a call to action and a reason to
click through.
Be Concise:
- Use
questions to initiate interaction.
- Including
active phrases, like "Click Here," tends to improve responses.
- Interest
viewers with games or an "invitation to interact."
- Use
words that have tested well in direct marketing copy, such as "Buy
Now," "New," "Improved," "Intro
offer," and "Limited-time Offer."
- Keep it
short, simple and to the point.
- Don't
crowd the Ad with a lot of text.
Get the viewer's attention:
The first objective of your ad is to grab the attention of your target
audience. Make an offer or provide an enticement to "tease" the
viewer into wanting more information. Here are some examples of teasers:
- Free
Software!
- Feeling
Lucky?
- Enter to
Win!
- Take
Control of Your Future
- 20% Off
Purchase
Get viewers to take action:
Once you have grabbed the viewer's attention, the next step is to entice
them to take action based on the ad. Simply tell the user what to do. Here
are some examples:
- Call 800 xxx-xxxx NOW!
- Click Here!
- Free Estimate! Click Now!
- Act Now
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