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Writing Winning Ads That Will Attract

January 04, 2012 | Comments: 0 | Views: 106

Dynamic, magnetic ads that stand out from the crowd! This is what we all want!.

How do we go about it? What are the guidelines?

Let's start with understanding the goals of your ad - three of them. A good ad attracts the people you want to attract - when you know your target audience - these are your best prospects. What are the goals of the ad?

1. Generating clicks from qualified traffic/visitors

2. Discouraging those people from clicking on the ad who are not likely to become your customers.

3. Establishing the expectations of your prospects so that your website gives them more than they expected - they are satisfied.

How do you attract the right prospects and yet discourage the wrong type? The clue is in the offer in the ad itself, not the sale. You can't make a sale in an ad but you can make the ad itself so attractive that their attention is captured. This is the first step of the ladder if you like.

The follow up is done with e-mails, your website and possibly phone calls, but not the ad itself.

If you are paying for clicks on say, Google, then you don't want to pay for the wrong clicks! A lot of money out with nothing coming in!

So how do you start with making your ad unattractive to the wrong person? Negative qualifiers for example. State who should not apply - ie only for serious entrepreneurs, no get rich quick schemes - if you are looking for this - dont click here.

Then it is important to manage expectations of your visitors. ie if your ad is conveying playfulness for example, then you can't send your visitor to a serious, ultra-professional looking landing page! There has to be congruency - if you are making a particular point of a particular benefit then the landing page needs to focus on that benefit. Make sure that your prospect understands that you will keep your promises - even the smaller ones that are in the ad - it is all about building a trusting relationship.

Your ad is the headline of your landing page if you like - ensure that it shows the absolute benefit that someone will get when they click through into your website.

Using the keyword and tuning to it is of the utmost importance. Who you are selling to - your target market - this is where your keyword comes from. Keep it as personal as you can to them. The Ad is all about (you) them.

The keyword is defining who your market is and what they want. It is also the message that gets through to their desires and their perception of their identity. Keeping your ads in tight groups can pinpoint more exactly the target market and therefore the tone and style of the ad; the message and then the offer can relate to what each market will respond best to.

This is a difficult market - the most competitive one there is on-line. How do you cut the cake differently? All ads appear together on Google - no differentiation into sections as there is in the white pages or yellow pages. That would definitely make life easier!

Ad Words has been likened to the game of tennis - Google rewards relevance in the ad with lower prices and a higher positioning.

Perhaps the most important rule when trying to stand head and shoulders above the crowd is, you go the opposite way to everyone else - zig and zag. Always keep in mind your prospect's biggest question of why they should click on your ad rather than someone else's - when you are composing it.

Study your competition - search for your 5-10 top keywords - print out the results. Keep studying them - note down your thoughts about each of them:

What is the tone?

What is the emotional appeal?

What is the big promise?

What proof is offered?

What features are highlighted?

Is there a logical appeal?

How do each of these ads try to position itself as different from the others?

What is the call to action?

Different is good, but perhaps not enough. Your ad must be better also! Your goal is to write an ad that sets you apart from the other ads in such a way that it will connect you with your target market. Offer what they are not after you have checked out the competition on AdWords.

Your market research can show you ideas about what your niche wants and what is currently being provided and talked about by your competition. Now you can write ads that focus on needs that have not been met by anyone else!

What are your goods and services? Can you offer them at a better price?

Slice the niche differently. Do your research. Break it down and offer differently with a better first offer than the competition. Even though the ultimate goal is to buy, the first step can be to offer something else that will whet the appetite of your prospects - advice, newsletter,reviews, samples etc Just ensure that this 'magnet' will attract prospects rather than the non-prospects.

Finally, no matter what you sell you can always position yourself as an expert in the field. Your customers are searching - which shows there is a gap in their knowledge as far as they are concerned. If your ad offers to guide and educate in this rather than just selling - then your offer can stand out because you are offering the most important thing of all - value!

Here's to your success

Learning how to negotiate the internet as a newbie marketer is a confusing maze to say the least - so many directions - so many websites - so many offers of training in this or that modality. Finding a company with integrity that has a second to none training platform is the answer here. Under their umbrella you can become great with time and effort. There are no get rich quick schemes - only scams! You get out what you put in - having the knowledge just gives you the edge! All my training is what I am able to pass on to you - it is the best there is!

Source: EzineArticles
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Attraction Marketing


Writing Winning Ads



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