Ad Copy - Making it Get Replies and Sales

by Chaun Soh

Ever find some ads just don't quite pull as well as others — and it's hard to figure what works and what doesn't?

Here are key ways to make your ads work harder:

1. Compelling headline. Look around. What grabs your attention in newspaper, magazine or e-zine headlines? Use buzzwords. Be very aware of who your prospect is. Visualise that prospect, tailor your message, grab their attention in a way that makes them want to know more about what you're offering.

2. Make your copy easy to read. Today's reader has tired eyes. The internet and e-mail keep growing and cranking out more and more information by the minute. So make your copy appealing. Chop it up by using sub-headings and bullet points. Don't make people read endlessly to find out what you're offering or want them to do.

3. Human contact. People want to communicate with other people. Real people. Give a phone number with a real person on the other end. Skip the automated menus and elevator music. You don't like it; your clients won't either. You are busy but so are they. Tune into THEIR needs.

4. Order options. Buyers want choices. So give them plenty. Set up ordering by as many ways as possible: e-mail links, toll-free phone and fax numbers, on-line and postal response forms. Make it as easy for them to order as possible.

5. Free offers. People always want something for nothing. Offer free extras to go with your product, samples, trials, bonuses — whatever it takes to get them to buy your product and not your competitor's.

6. Price: be upfront. Don't shy away from talking price; at least give a ballpark figure or price range. Don't irritate readers by making them search. They may well walk away from your offer, thinking it's all too hard or that you aren't being honest with them. Don't be embarrassed about price...but make sure you offer value for money.

7. More info options. Show people how to learn more about your product, your company, why they should prefer to buy from you. And have a real e-mail address, preferably one with your own domain name. Don't have prospects reply to something like info@yahoo.com; have them reply to yourname@yourcompanyname.com.au. Your personal touch begins here...and you're immediately seen as a serious player.

8. Avoid ad errors. Test your ad BEFORE it goes out. Do the links you offer actually work? (Try it on someone else's computer as well). Does the phone number work? What does your voice mail recording say — is it right for you? Does your e-mail address work? Check all details and look for spelling and grammatical errors.

9. Be legible. Can you read your ad easily, at a glance? Or is there so much content that you've had to reduce your type size so much it's too hard to read? People simply won't bother. Just cast your mind back to times when you've ignored an ad, even after a first glance. Ask to see a proof beforehand. Then print it out and look it over. Ask your colleagues.

10. Keep fonts simple and legible. Don't get fancy and use typefaces that people can't read. They won't bother. Keep fonts simple, readable and large enough to make reading effortless — so people can concentrate on your message.

Before you run your next ad, check to see how many of the points listed have been covered: preferable all of them. That's the way to put your copy to work so it creates a solid return on your investment, rather than fade into an unread write-off.