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copywriting :: Internet Marketing :: Copywriting
Writing Powerful Effective Solo Ads
When most people think of
articles,marketing and wealth, what comes to mind is usually basic
information that's not particularly interesting or beneficial. But
there's a lot more to articles,marketing and wealth than just the
basics.
Everybody wants to make more money... In fact, most
people would like to hit upon something that makes them fabulously
rich! And seemingly, one of the easiest roads to the fulfillment of
these dreams of wealth is writing effective solo ads and using them correctly
The only thing is, hardly anyone gives much real thought to the
basic ingredient of selling by email - the writing of profitable solo
ads. If your online business is to succeed, then you must acquire the
expertise of writing solo ads that sell your product or services!
So what makes a solo ad good or bad? First of all, it must appeal
to the reader, and as such, it must say exactly what you want it to
say. Secondly, it has to say what it says in the least possible number
of words in order to keep your operating costs within your budget. And
thirdly, it has to produce the desired results whether inquiries or
sales.
Grabbing the reader's attention is your first objective. You must
assume the reader is "scanning" the page on which your ad appears in
the company of two or three hundred solo ads. Therefore, there has to
be something about your ad that causes them to stop scanning and look
at yours! So, the first two or three words of your ad are of the utmost
importance and deserve your careful consideration. Most surveys show
that words or phrases that quickly involve the reader, tend to be the
best attention-grabbers. Such words as: FREE... WIN... MAKE BIG
MONEY...
Whatever words you use as attention-grabbers, to start your ads,
you should bear in mind that they'll be competing with similar
attention-grabbers of the other ads on the same page. Therefore, in
addition to your lead words, your ad must quickly go on to promise or
state further benefits to the reader.
In the language of professional copywriters, you've grabbed the
attention of your prospect, and interested them with something that
even they can do.
The next rule of good solo ad copywriting has to do with
the arousal of the reader's desire to get in on your offer. In a great
many instances, this rule is by-passed, and it appears, this is the
real reason that an ad doesn't pull according to the expectations of
the advertiser.
Think about it - you've got your reader's attention; you've told
them it's easy and simple; and you're about to ask them to do
something. Unless you take the time to further "want your offer," your
ad is going to only half turn them on. they'll compare your ad with the
others that have grabbed their attention and finally decide upon the
one that interests them the most.
What I'm saying is that here is the place for you to insert that
magic word "guaranteed" or some other such word or phrase. So now,
we've got an ad that reads: MAKE BIG MONEY! Easy & Simple.
Guaranteed!
Now the reader is turned on, and in their mind, can't lose. You're
ready to ask for their money. This is the "demand for action" part of
your ad. This is the part where you want to use such words as:
Limited offer - Act now! Write today! Only and/or just...
Putting it all together, then your ad might read something like this:
MAKE BIG MONEY! Easy & Simple. Guaranteed! Limited offer. Send $l
to:
These are the ingredients of any good solo ad - Attention -
Interest - Desire - Action... Without these four ingredients skillfully
integrated into your ad, chances are your ad will just "lie there" and
not do anything but cost you money. What i have just shown you is a
basic solo ad. Although such an ad could be placed in any leading
publication and would pull a good response, it's known as a "blind ad"
and would pull inquiries and responses from a whole spectrum of people
reading the publication in which it appeared. In other words, from as
many "time-wasters" as from bona fide buyers.
To give you an example of the kind of solo ad you might want to
use, say to sell a report such as this one... Using all the rules of
basic advertising copywriting, and stating exactly what our product is,
our ad reads thusly:
MONEY-MAKER'S SECRETS! How To Write winning solo ads. Simple &
easy to learn -should double or triple your responses. Rush $1 to BC
Sales, 10 Main Anytown, va 75001.
The point i am making is that:
1. You've got to grab the reader's attention...
2. You've got to "interest them" with something that appeals to them...
3. You've got to "further stimulate" him with something (catch-phrase) that makes them "desire" the product or service...
4. Demand that he act immediately...
There's no point in being tricky or clever. Just adhere to the
basics and your profits will increase accordingly. One of the best ways
of learning to write good solo ads is to study the other solo ads out
there - try to figure out exactly what they're attempting to sell - and
then practice rewriting them according to the rules I've just given
you. Whenever you sit down to write a solo ad, always write it all out
- write down everything you want to say - and then go back over it,
crossing out words, and refining your phraseology.
Generally speaking, readers respond more often to solo ads that
include a name than to those showing just initials or an address only.
However, because advertising costs are based upon the number of words,
or the amount of space your solo ad uses, the use of some names in solo
ads could become quite expensive. If i were to ask our ad respondents
to write to or send their money to The Research Writers &
Publishers Association, or to Book Business Mart, or even to Money
Maker's Opportunity Digest, my advertising costs would be prohibitive.
Thus we shorten our name Researchers or Money-Makers. The point here is
to think relative to the placement costs of your solo ad, and to
shorten excessively long names.
The important thing is to know the rules of profitable solo ad
writing, and to follow them. Hold your costs in line. once your solo ad
is written, now is the time to use it wisely know the basics...grab
their attention... the rest is up to you.
About The Author
Steven Boaze (Chairman) is The Owner of The Corporate Headquarters Boaze.com Which houses and controls four companies (Web Development Technology - www.webdevelopmenttechnology.com) (Boaze Publishing - www.boazepublishing.biz) (Business marketing Guide- www.businessmarketingguide.com) (Ezine Remedy- www.ezineremedy.com). Steven is also the author of "Hidden Secrets To Business marketing" Ebook along with numerous articles on marketing and Advertising published by Boaze Publishing. Copyright © 1998-2003 Boaze.com
webmaster@boaze.com
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