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The Casual
Approach
© 2004 By Bob
Osgoodby
When writing anything,
especially ad copy, how you convey your
message and your words are what count. When you
get down to it,
isn't it all about what you say and how you say
it? A good ad
stands out from the crowd. The reader is
compelled to take their
time and actually read it, while quickly passing
by the others.
My position is that first, your ad copy must be
short, to the
point and have no spelling or syntax errors.
Once you make an error,
the odds of finding it diminish with each
reading. I guess this all goes
to prove, that the concept of having someone
else read your copy,
is really the best idea.
Let's talk about some of the things you must
take into account.
You need to ensure your message is read,
otherwise you are simply
wasting your time and advertising dollars. In
order to do this,
your copy must stand out from the rest. There
are a number of
ways to do this, and contrary to what many of
the "pundits" say,
there really is no magic formula.
If you are in business, you should subscribe to
a number of
ezines. Take care to read the ads, and see which
ones get your
attention. There are some very good copywriters,
and you could do
well to learn from them. Keep an electronic
scrapbook of ones you
feel are worthwhile.
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Any good copy should entice a prospect to click on the link
and
open it. Whether you wish to point them to a website, or
request
an email from you, it is critical that you make this easy
for
them. Always list your website with the http:// in front of
the
URL. Example: - http://adv-marketing.com - This allows them
to
simply click on it, and they will immediately be taken to
your
site. Likewise, always include mailto: in front of your
email
address. Example: mailto:bob@adv-marketing.com = as this
will
open their email client and easily allow them to send you an
email.
So once you get your ad copy written, where should you
advertise?
Ezine advertising is affordable, fast and effective. It
allows
you to get your message in front of your potential customers
quickly and easily, wherever they are in the world. Ezine
advertising should be high on your list of advertising
methods.
While spam accounts for about 75% of all email sent, it is
is becoming passe'. This has resulted in overflowing inboxes
across the globe, and essentially means that your email
message
is competing with hundreds of others to gain the attention
of the
reader. Most people simply hit their delete key as fast as
they
arrive. Others, myself included, filter out the majority of
the
spam automatically, and it is never even seen.
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While spam accounts for about 75% of all email sent, it
is
is becoming passe'. This has resulted in overflowing inboxes
across the globe, and essentially means that your email
message
is competing with hundreds of others to gain the attention
of the
reader. Most people simply hit their delete key as fast as
they
arrive. Others, myself included, filter out the majority of
the
spam automatically, and it is never even seen.
The best use of email is to respond to a prospect's request
for
information, follow up with former clients or contact your
existing customers. Former and existing customers are
normally
your warmest market.
You can write articles in your area of expertise, and send
them
to your own list of ezine editors. The articles should be
non-
commercial, and not be simply ads for your business. Most
publications however, allow you to include your author's
credits
at the end of the article. This again, should not be
blatantly
commercial, but can invite the readers to your website or to
send
you an email.
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There is another effective technique that can be used in
emails.
You should create and use a signature file to go at the end
of
every email you send. Most email software allows you to do
this
automatically. It should always include your URL and be no
more
than four or five lines.
Being casual might be acceptable when conversing with a
friend,
but if you hope to attract people to your offers, you must
get
your act together. If you don't, you will quickly "lose"
your
prospect's interest.
ABOUT THE AUTHOR:
Did you know that subscribers to Bob Osgoodby's
Free Ezine the
"Tip of the Day" get a Free Ad for their
Business at his Web
Site? Great Business and Computer Tips – Monday.
Wednesday. and
Friday. Instructions on how to place an ad are
in the Newsletter.
Subscribe at:
http://adv-marketing.com/business/subscribe2.htm |
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