09 Nov 10 PPC Ad Writing Tips
You do not get enough space to write 500+ word long sales letter when asked to write a PPC ad for your client, or even for your business. The space is limited, and to make profound impact using that space, you will need to be clever with the words. Just arranging any words, I know you call it a sentence, will not cut it for a PPC market in 2010 and beyond. It has become fiercer. You need to be creative, and have to think out of the box; rather, deny the existence of the box itself.
The tips I am going to share below will help you in that.
PPC ads writing tips
- Do not be verbose. Sometimes saying less actually creates more impact. What could be more effective than Nike’s Just Do It, and Apple’s Think Different?
- Add powerful call to action in the body of a PPC ad.
- Do not use your PPC ad as a sales engine. It will prove to be very ineffective sales engine. I would recommend you to use it as a hook to pull visitors to your website. The single goal of your ad should be to make visitors click the ad. Leave rest on your website’s copy.
- If you are a B2B wholesaler, use the order size so that people looking for one piece do not click and waste your money. You can say something like, minimum lot: 1000 pieces, or no retail inquiry, etc. Including lot size is a nice strategy to keep B2C customers from clicking your ads.
- Write multiple versions of a PPC ad, and send all live, do the testing, and keep the ones that converts well.
- Use action words and active voice. Do not use passive voice in your PPC ads. It will not get you desired result.
- Flaunt awards and recognitions, if they matter to end users.
These are some key rules of writing PPC ads. Do not tamper with any of the above. You will soon see the result.
Tags: 1000 Pieces, Active Voice, Ads, Apple, B2c Customers, Converts, Enough Space, Existence, Hook, Money, Nike, Passive Voice, Ppc, Profound Impact, Recognitions, Wholesaler, Writing Tips
07 Nov 09 Get Maximum Value out of your Marketing Writing
The marketing writing is different from any other form of writing in the sense that the former kind of writing requires people to take some kind of action, while general writing just aim at informing and persuading people. Thus, you need to make your writing clear, concise, and emphatic. You need to entice your customers into reading your stuff to the end, and to achieve this goal, you need to follow the following guidelines.
Use emphatic headlines
The goal of a headline is not to sell the product, but to push the audience to read further by generating interest in them. When writing a marketing copy or copy for print ads then write headline in such a way that audience get curious after reading this and decide to read further.
Use descriptive sub-heading
The purpose of the subheading is to explain the promise made by the headline and push the reader to read the body copy.
Write focused body copy
This is where you need to sell your stuff. Your body copy should fulfill the promises made by the headline and the sub-heading. Use a conversational tone, do not preach your target audience. They hate it like anything. Each word of the body copy should lead you to the next word, and the next word to the next word, and so on. You can achieve this only by using measured words.
Tips for writing body copy
- Use short sentences.
- Write the body copy using active voice.
- Keep the writing jargon-free. No one likes to read technical details.
- Express the benefits not the features.
- One size doesn’t fit all, therefore, right body copy with the target audience in mind. The copy you will write for a doctor who is 26 years of age and an artist of the same age will be different. Keep this subtle difference in mind.
- Talk, do not preach.
- Tell the reader, how you can help him solve his problem.
- Use direct sentences.
Add Call to action
The marketing copy will fetch no result, if there is no call to action included at critical juncture in the marketing copy. A call to action tells the user what is expected of him. What action you want from him. This is very, very important.
Conclusion
Marketing copy writing is as much a science as it is an art. You cannot achieve anything meaningful by just making the writing flowery. Always remember, you are not writing a birthday card, its marketing stuff that you are writing.
Tags: Active Voice, Aim, Audience In Mind, Conversational Tone, Critical Juncture, Doctor Who, Headlines, Jargon, Marketing, Maximum Value, Persuading People, Print Ads, Promises, Sell Stuff, Sentences, Size Doesn, Subheading, Subtle Difference, Target Audience, Technical Details
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