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Who Else Wants to Know How-To Write an Effective Advertisement?

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    A Free-Reprint Article Written by: Bill Platt Article Title: Who Else Wants to Know How-To Write an Effective Advertisement? See TERMS OF REPRINT to the end of
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      A Free-Reprint Article Written by: Bill Platt

      Article Title:
      Who Else Wants to Know How-To Write an Effective Advertisement?

      See TERMS OF REPRINT to the end of the article.

      Article Description:
      Webmasters struggle everyday with the question of how they should

      advertise their website. There are so many advertising venues; it

      is hard to know which is the right venue or the right combination

      of advertising venues.


      Additional Article Information:
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      1431 Words; formatted to 65 Characters per Line
      Distribution Date and Time: 2011-08-25 11:00:00

      Written By: Bill Platt
      Copyright: 2006-2011
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      Who Else Wants to Know How-To Write an Effective Advertisement?
      Copyright (c) 2006-2011 Bill Platt
      the Phantom Writers
      http://thePhantomWriters.com



      Webmasters struggle everyday with the question of how they should
      advertise their website. There are so many advertising venues; it
      is hard to know which is the right venue or the right combination
      of advertising venues.

      The answer to this question is actually simple. The right venues
      are the ones that allow you to earn enough sales from the
      placement of your advertisement to make a profit. Your
      advertisement should earn more money for you than it cost for you
      to buy the advertisement.


      Choose Your Words Carefully

      "If it takes a lot of words to say what you have in mind - give
      it more thought." --- Dennis Roth

      With advertising of any type, you must learn to choose your words
      carefully.

      Most online advertising is in the form of a classified ad. With a
      newspaper, you can choose any size of advertisement to
      communicate your message to readers. The newspaper charges you
      based on the number of words in your classified ad.

      Online, you don't get the option of buying additional words.
      Instead, you buy an ad, and the publisher tells you how many
      words or characters you are allowed to use in your advertisement.

      Here is how the different search advertising options break down:

      ExactSeek.com through the ISEDN.org network:
      Headline Length: 30 characters
      Description: 100 characters

      Google Adwords through Google.com:
      Headline Length: 25 characters
      Description first line: 35 characters
      Description second line: 35 characters

      Overture.com through the Yahoo network:
      Headline Length: 40 characters
      Description: 190 characters


      As you can see from these numbers, you generally do not have that
      much space to tell your story so you need to select words that
      best tell your story, using as few words as possible.

      Most products or services cannot be sold in just a few words so
      your goal should be to get people to your website and let your
      website do the selling.

      On your website, you can tell your story in the way it needs to
      be told. Your website can also answer all of the questions that
      the reader might have about your products or services.


      Choosing The Right Formula For Your Advertising

      In your own mind, you might think that people need to know all of
      your credentials. But, advertising should not be viewed as a
      "brag fest". People do not care what you have done; they only
      care about what you can do for them.

      So tell them how you can help them and give them a reason to
      visit your website for more information.

      If you understand why your customers buy your products and
      services, then you can answer their questions and help them solve
      any problem they might have.

      If you can solve their problems, they will buy what you are
      selling.


      Pre-Qualify Your Visitors

      If you are engaged in PPC (Pay-Per-Click) advertising, you
      definitely need to pre-qualify your visitors in your advertising.
      Why pay for people to visit your website if they are not likely
      to buy what you are selling?

      If you are engaged in selling wholesale products to retailers,
      why would you want to pay for visitors people whose sole
      intention is to buy one of what you are selling at retail prices?
      You wouldn't, would you?

      Provide enough detail in your advertisement to help people make
      an informed judgement as to whether you can actually help them
      accomplish what they want to accomplish.

      Give your prospect enough information to skip your advertisement,
      if he or she will not benefit from your offer.

      Even if you are using other types of advertising like pay-for-
      inclusion, you will still want to pre-qualify your visitors,
      because if you don't, it will skew your website conversion
      numbers. Too many unqualified visitors to your website might give
      you the erroneous idea that your sales copy is not performing as
      well as it should.


      Use Power Words In Your Advertising

      "Let thy speech be short, comprehending much in a few words." ---
      Aprocrypha

      Copywriters are always talking about "power words" or "power
      phrases". These are word combinations that influence the reader
      to take an action.

      One example of using power words in your copy is to substitute
      the word "children" for the word "kids". Parents are more
      influenced by the reference to children than they are by the
      reference to kids.

      "Guaranteed" is another power word. It gives your reader an added
      incentive to buy what you are selling. Prospects take comfort in
      the idea that if they discover later that they have made a bad
      decision, they can always get their money back.

      "Proven" is another power word. It tells your reader that you can
      back up what you are saying with "proof". Your prospect can see
      "scientific" or empirical "evidence" that you are telling the
      "truth". These are more power words for the person who is paying
      attention.

      Power words attract attention, spur reader curiosity and compel
      readers to take the action that you want them to take.


      Pay More Attention To Your Headline

      The 25 to 40 characters that are available to you for your
      headline are the most important part of your advertisement, hands
      down.

      On most websites, the headline is in bold print. The truth is
      your prospect will not see your description at all, if their
      attention is not captured first by your headline.

      "Speak properly, and in as few words as you can, but always
      plainly; for the end of speech is not ostentation, but to be
      understood." --- William Penn


      Test and Track Your Results

      If you do not take the time or effort to track your advertising,
      you will never know what is, or is not, working for you.

      Set up different landing pages for your ads to determine which
      ads are producing results and which ads are failing to deliver on
      their promise.

      This one step will save you more money than you can imagine. It
      will allow you to dump the dogs and build upon your successes.


      Shades Of Gray

      Ad tracking will enable you to pinpoint the effect of the
      slightest changes in wording and presentation.

      Changing one word in your headline or description could make the
      difference between selling one unit and selling 500 units, but
      without a tracking system that might never be apparent.

      Let's compare two headlines:

      * Read Our Wealth Tips,

      * Read Our Wealth Secrets.

      Which of these two headlines is more compelling to you?

      Do you see how much of a difference one word can make in your
      copy?

      Play around with your copy to find text that is more likely to
      compel your reader to visit your website.

      The words you use in your copy can make all of the difference in
      the world.


      Stand Above Your Competition

      The PPC advertising companies are going to hate me for telling
      you this, but you don't need top placement in their search
      advertising results, if your ad is written better than the ads of
      your competitors.

      The company with the most compelling headline is going to draw
      the attention of the reader. It's not uncommon for the
      advertisement in position five or six to get the click because of
      a compelling headline and an attention grabbing description.

      Fortunately for you, most of your competitors probably do not
      understand how to write an effective advertisement. This will
      allow you to quickly jump to the head of the class without
      spending more money for those higher spots in the PPC bidding
      process.


      Start Small and Take Care With Your Advertising Budget

      When you are testing new advertising copy, you should start
      small. You don't want to spend $1 a click in a pay-per-click
      advertising venue, using an advertisement that hasn't been tested
      or proven successful. To do otherwise is a waste of valuable
      resources.

      Google Adwords ( http://adwords.google.com ) and Yahoo's Overture
      ( http://www.overture.com ) systems both require you to start
      your bidding at five cents a click.

      At http://www.7search.com , you can buy advertising for as little
      as one cent per click.

      At http://www.ExactSeek.com, the founding member of the ISEDN
      (http://www.ISEDN.org), you can build an ad around a specific
      keyword phrase for as little as $12 per quarter or $36 per year.
      Your ad is then displayed through more than 200 ISEDN member
      websites.


      After You Have Mastered The Art Of Advertising...

      After you have mastered the art and science of advertising, you
      will learn the most important lesson of all.

      All venues can produce exceptional results, if you have written a
      compelling and effective advertisement.

      When you write effective advertising copy, you will be able to
      convert anyone's traffic into sales.





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      the owner of both of these web properties.


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