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10 Tips To Higher Response Ads
Copyright 2007 by
Obono John Obono
You're ready to launch that new product or promotion, &
you're really counting on a piece of advertising copy to
come through for you.
You're looking for stellar results! And, you're
determined to do everything in your power to get them.
Which means surveys, thorough testing, and ongoing
refinement of your ad copy.
Hold the phone!
When you've got your draft, run it through this 12-point
inspection. Cover off these basics, and you can be sure
you're off to a running start.
1 – Do You Have A Compelling Headline?
Does it generate curiosity or envy? Does it promise a
benefit that will compel someone with an interest in
what you're selling to keep reading. Remember, your
headline is the ad for the ad.
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When I am being paid to write direct response ad copy, or
a sales letter, or have a very important sales objective of
my own, I normally write 25 headlines before I begin the
body of the piece.
Then I'll pick half a dozen that I think will work & test
them. The best of the rest, I use as sub headings throughout
the piece to propel readership, and draw skimmers & skippers
back into the copy as they move down the page.
2 – Are Your Headlines Pleasing To The Eye?
I most often find that headlines work best when they are
centered on the page, & present a balanced appearance in
terms of the shape they create. Encasing them in quotation
marks also serves to grab more attention.
Long top headlines tend to reduce readership, but if they
help qualify more effectively they can improve sales! Try
them, but look for ways to modularize the text using
punctuation & spacing so your readers don't suffocate trying
to read them. Sometimes a long top headline is better
presented as two or even three separate headlines.
3 – Is Your Opening Provocative & Arresting?
Does it trip the reader, interrupting the internal
turbulence of the day? Each line of your ad copy must serve
to "sell" the reader on continued reading, especially at the
You are looking to build enough momentum & interest to
convey the points necessary to generate a greater desire for
the product than it's price. Generally speaking, the higher
the cost of the product, the more words required.
4 – Are You FAB Balanced?
You must focus on painting a picture of your prospects
future life, as a result of their purchase. Does your copy
promise emotional benefits? Does it pledge the realization
of positive feelings, or the relief of negative ones?
Does it show how these outcomes are achieved with concise
descriptions of the features & advantages that will deliver
them? Your ad copy must strike a balance between emotion &
logic if it is to be effect.
5 – Are You Creating Excitement & Enthusiasm?
Demonstrate your personal belief in what you are selling.
Will your message quicken the readers pulse? Is it upbeat,
positive, & full of inspired energy? Is there a sense of
6 – Is Your Body Copy Highly Readable?
Remember simple is best. Keep sentences short. Use a plain
10-point to 12-point font. Paragraphs no more than a few
lines. Words that are comfortable & specific to the audience
you are targeting. Inject subheads to break up text.
Highlight important points.
7 – Do You Have High YOU density?
Remember to you use the words YOU & YOUR to the hilt. Your
reader is auto translating to ME & MINE.
8 – Are you speaking intimately?
Can you get a strong sense of personality when you review
your letter after being away from it for a while? Visualize
yourself, or the character you are personifying, writing a
personal letter to your perfect prospect. Never write to a
9 – Are you inspiring the readers imagination?
You must trigger mental images with your writing. The mind
has difficulty distinguishing between vividly painted word
pictures, & reality. Daydreams enchant, & emotions flow in
When you have emotion, you have desire. When you have
desire, you have suggestibility. When you have
suggestibility, you can direct action. Your levers are
allegory (storytelling), metaphor, similes, verbs,
adjectives, & specificity.
10 – Do you offer proof?
Specific testimonials & convincing guarantees worked into
your ad copy are essential.
ABOUT THE AUTHOR:
Obono John is the owner of http://www.butterflymarketzone.blogspot.com,
The Viral Marketing Experiment.