Web Advertising

Web Advertising, Creating Successful Copy

Writing effective web advertisement, sales letters and other marketing communications is not difficult when you know what works. These rules apply to writing copy for any type of marketing communication.

Define the Goal, What do you want to say?
Define what you want your message to accomplish before you begin writing. Do you want to generate inquiries (leads)? Do you want to get orders? What action do you want readers to take? How do you want them to respond? Put your goal in writing and refer to it often as you develop your message. Everything you write should directly support this goal. Get rid of anything that doesn't.

Understand your audience, what do they want?
Advertising to one targeted group will be more likely to buy.Once you know your audience and what they want you can personalize your writing to appeal to their specific interests.

Appeal to their needs, not yours
Customers don't care about you, your product, your company, or your professional qualifications. They only care about the benefit they get from buying your product or service.

Make it emotional, not logical
Your web advertisement should dramatize the feeling your customers get while enjoying the benefits provided by your product or service. Get them emotionally involved so they want to start enjoying those benefits immediately. Use word pictures and real life stories to draw readers into your message.

Make the best offer
The offer is the "deal" you're promoting (free information, special price, free bonus with order, etc.). It's the only reason people respond to your advertising copy. The stronger your offer the greater the response you'll get. Always include the best offer you can afford and a reason to act fast.

Simple, clear web advertisement is easy to read and understand. It propels your customer to the decision point with no hesitation. Use lots of 1 and 2 syllable words. Shorten sentences and paragraphs. This is especially important for your web site where relief is just a click away.

Copyright DEO Consulting, Inc 2004

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Dale Obrochta -mbd2.com
Phone (708) 744-0234
email dale@mbd2.com
16334 Boardwalk Terrace Orland Hills, IL 60477

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