Creating Powerful Online Ads that Sell Your Products!
The Internet is a superb marketing tool. Words onscreen can reach an audience of millions all at once. Just when you thought the competition for advertising in the real world was stiff, you log on and see a myriad of online advertisements, all struggling to outdo each other in flashiness, visibility and scope of readership.
A newbie to online advertising might find the cyber-arena overwhelming, and threatening indeed. What’s more – the traditional copywriter might find that online ads seems to rely on an entirely different set of criteria than offline ads.
What makes online ads work?
In answering this question, let’s first define what distinguishes cyber ads from print ads. On the surface, the answer is simple: Net-based ads are shorter and more to-the-point, seeming little more like a collection of keywords standing out on the page.
But if you want your online ad to really sell, you must know that it takes more than keywords to write effective online copy. A good online copywriter’s first and foremost objective is to entice a potential consumer to reach into his or her pocket, pull out a credit card, and buy “that great new product I’ve just GOT to have.”
Here are a few tips on how to put the right words together, in order to accomplish exactly that:
- Keep your copy simple. Be concise. Avoid sentences that are too long and roundabout. These closely resemble rambling, and will surely lead your reader to seek elsewhere for sane copy. Most of the time, short copy works better than long copy. It is just a fact that more people bother to glance at a piece of text that promises not to take up a lot of time. However, this doesn’t always work for all kinds of copy. Know your audience, and know what they are looking for in promotional materials. Your copy might be more effective as a repository of in-depth, scholarly information. In this case, you won’t have to worry so much about length, as about keeping your audience’s interest. Tailor your style to suit your target customers’ tastes.
- Know the right “triggers.” Get a hold on the keywords that your target market responds to. In other words, know your target market. If necessary, don’t hesitate to do a little research into educational backgrounds, media exposure, and daily routines. Be knowledgeable enough about your audience’s vocabulary to know when you’re breaching decorum. By no means should you use offensive language, or talk down to your audience – unless what you truly want is enemies, not customers.
- Personalize. Adopt a friendly, enganging tone of voice. Use the pronoun “you” liberally, inspire a feeling of familiarity in your reader.
- Also, ask questions. This is a good way to introduce a new product or service. Invoke your reader’s curiosity before going into details.
- Experiment with formatting. Work with boldface, italics, empty space, and other elements of style. Make your copy as easy on the eyes as possible. Use simple fonts, as decorative fonts can be hard to read.
Flashy graphics take time to load. Why include visuals in your ads when fast-loading text appeals to your readers’ sense of aesthetics all the same?
- Proofread! One cannot stress enough the importance of good grammar and formatting in any sort of marketing material! The smallest typographical error can seriously damage your business’ image, make you seem sloppy and insincere.
Moreover, heed the lessons that other entrepreneurs have learned regarding the evils of typo. Take special care that important information, such as prices and contact data, are properly spelled. A poor eye for detail can cause your business to suffer grave setbacks.
- Give your reader the option of “more info.” A hyperlink that either allows your audience to know more or inquire about the product enhances their idea of your business as customer-friendly. Your “more info” link could be a link to your store itself…or better yet, a series of informative, eye-catching materials that tell more about the product you wish to sell.
