What Makes Your Online Ads Persuasive?
by Lil Waldner
Published on this site: August 17th, 2005 - See
more articles from this month
The first impression that the people get from your ad decides
if they click or skip. This shows that writing really persuasive
ads is not easy. Writing irrestisible internet ads needs some
skills. You can acquire these skills, if you follow some rules.
Simplify your message
Focus on your customers need! What are they looking for?
What is special on your website for your customers? Write
a simple language with common words. Use verbs more often
than nouns. Using verbs makes your texts dynamic. Propagate
a positive message and avoid hype.
Follow the AIDA rule:
Attention:
Your ad needs to catch the attention of the audience. The
title has to be determined with caution. Look at the title
of this article as example. Why have you clicked to view this
article? Does it exactly offer what your are looking for?
Your ad title has to meet the people's need. You can use a
question to awake the curiosity of the audience. You can use
Overture and Google Adwords in order to find out popular phrases
for your ad title.
Interest:
Your ad text should be convincing. You praise your produce
or your website. Why should the people use your produce? What
is special? How does your offer differ from others? What is
your USP = Unique Selling Proposition? You may describe your
produce with strong words, e.g. amazing, ultimate, superior,
incredible, guaranteed.
Decision:
The audience has to be lead to a decision. Some advertisers
give the impression of urgency. Here are some examples: "Join
today and get a free ebook." "Sign up and receive
a bonus." "Be among the first 500 to join."
"Limited time offer!" All these kind of phrases
try to persuade the customers to make up their minds.
Action:
Every ad has to call for action. The people should know what
to do. Following phrases might help: join now - sign up today
- click to view - visit the homepage - etc. It is recommendable
to address the audience directly with "you". This
makes the readers feel that the message is written to them.
Repeat and repeat
The people usually do not join or buy if they see your ad
the first time. Your ad has to be displayed again and again.
Some people visit your website several times, study your offers
and deliberate before they decide. Look at TV advertisements!
Even the famous brands with great marketing budgets have to
repeat their ads again and again. The people have to get familiar
with your ad, they need to gain confidence. Do not forget:
Your ad text should be credible.
Lil Waldner is a business economist. She is experienced
in project management and marketing. She has worked as editor
of newspapers and she has written booklets and essays with
economic and public issues. Her websites: http://affiliatechain.com/GetASite.asp?ID=51105
and
http://www.store-owner.com/owner/lwmall
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