#Writing Effective Ad Copy for Your Paid Search - Campaigns -More -Visibility

 

COPYWRITING FORMULA

                            

#So, what makes a good copy?

Michel Fortin, a copywriting guru, has a mantra on how to generate outstanding copy that goes by the acronym QUEST. A lot of people use this abbreviation to say that I qualify the reader, teach them, make them excited, and then move on.

Know your audience first and foremost. A woman's magazine isn't the place to advertise a mustache wax. If you're advertising in a high-end publication, consider running an ad with the headline "How to Become a Great Writer in 3 Days!" It will be a complete waste of money.

You will be acting at your own risk if you do so. You'll probably get a sneer in return.

If you're selling a motorcycle, for example, it could be a stretch to encourage your reader to pull out his credit card and place an order right now!!

More importantly, in the age of the internet, we are moving away from the concept of eyeballs and toward the moot question of "what use are these eyeballs if no sale results?" As a result, the reader must first be qualified. 

You want to optimize your website for serious prospects rather than just attract casual visitors. Writing Effective Ad Copy for Your Paid Search Campaigns (more visibility) has two examples that are quite useful:

Your ad should prequalify users by ensuring they are prepared to visit your landing page. Non-qualified users should be eliminated from your ad. If you're selling a DVD of the poker game "Sharks," for example, 

Your ad shouldn't be constructed so that fishermen looking for shark tackle won't click on it. Also, if you're selling a software program that's also available as freeware elsewhere, using the word "purchase" in the title will limit freeloader clicks.

Make a point of bringing up the issue. Take a look at the ad on the right. It's hard to say which photograph or the headline will catch the reader's attention first. 

                                                       Illustration foto: special

#However, no one who wears dentures will be unaware of the significance. 

The commercial then goes on to describe the issue. Don't blame your son for running away, Mister! He aspires to be adored! Your denture breath, however, is too strong for his tiny nostrils. 

This is a bad way to offend people.

If you suspect he has terrible breath, it's more than likely his raw nerves. As a result, you've already won him over by empathizing with him. 

"Don't trust regular cleansers that scratchplate material," the ad continues. Food particles and film build faster and stick tighter as a result of these scratches, resulting in foul denture breath... Brushing with regular pastes, on the other hand, 

This frequently wears down the tiny fitting ridges that keep your plate in place. Your plate will loosen as the ridges wear away. There is no danger with Polydent because it does not require brushing. "

So, how did the copywriter come up with this? He's brought up the issue, expounded on it, demonstrated that he understands it, and offered you a workable solution. 

The scene is completed by an adoring son and an ecstatic father. The benefits of Polydent have been demonstrated by your copywriter. Except for the call to action, it's an ideal ad.