How To Write a Good Ad
TLN is a unique system that offers the power of a large network of webmasters appealing to a very broad user base that virtually covers the entire spectrum of demographics. The system is designed as a distribution tool making it easy and extremely affordable for advertisers to reach specific publishers willing to display ads that would appeal to their specific users. In other words, the system was built to help advertisers meet their marketing objectives.
While there is great value in branding and there may be reasons for wanting to display ads across a wide spectrum of diverse websites, direct response is what we had in mind when we began building the network. We assume the majority of our customers (advertisers) will find the greatest value in TLN lies in the fact that the network can generate more direct responses than any pay-per-click service or alternative ad distribution service for far less money. That is the definition of return on investment. To this end, we offer some tips here on how to write a good ad.
WHY ARE YOU RUNNING AN AD?
The first step is to know what result you want to see. How
your ad is written and displayed depends solely on what
you want it to do. Once you know what you want from the ad,
TLN offers tracking tools to give you impressions and click-through data so you can gauge the effectiveness. All you need
to do is check your advertiser's admin panel to see which sites
are displaying your ad, and when displayed, what percentage
of visitors are responding.
HITTING YOUR NUMBERS
In order to keep prices down, the system is set up to run ads at very low cost, but that does require running the ad for a minimum of 30 days. This has to do with automating how the network webmasters get paid. We also feel 30 days is a good time frame to effectively evaluate which ads on which sites actually generate a positive return. If after a 30-day run, your ad is not producing what you need to make a profit, then you have to decide whether to alter the message and watch your numbers again the following month, or discontinue the project.
IF IT AIN'T BROKE - DON'T FIX IT
Once you find something that is working, do it again and again. If one campaign makes you money, then another one will make you more. That is the theory, but we always recommend letting your own numbers dictate your decisions and not some cliché that some guru has spouted off. The point is to set an objective and then let the stats tell you when it is working. If it isn't producing a profit, either change the campaign until it does produce profit or stop doing it.
SOLID ADVICE ON WRITING AN EFFECTIVE AD
Here are some characteristics shared by successful direct response print ads and these are solid guidelines to follow when preparing your ad.
Stress a benefit. The main selling proposition is not
cleverly hidden but is made immediately clear. Example: "How
to Win Friends and Influence People".
Arouse curiosity and invite readership. The key here is not to be outrageous but to address the strongest interests and concerns of your target audience. Example: "Do you Make These Mistakes in English?" appeals to the reader's desire to avoid embarrassment and write and speak properly.
Provide information. The headline "How to Stop Emission Problems-at Half the Cost of Conventional Air Pollution Control Devices" lures the reader because it promises useful information. Prospects today seek specific, usable information on highly specialized topics. Ads that provide information the reader wants get higher readership and better response.
Make them knowledgeable. Successful ad copy reflects a high level of knowledge and understanding of the product and the problem it solves. An effective technique is to tell the reader something he already knows, proving that you, the advertiser, are well versed in his industry, application, or requirement.
There are a lot more things that could be discussed regarding writing good ads. This is no way meant to be a comprehensive tutorial. It is merely pointing out some of the basics that will offer a better chance of having your ad perform for you.
These tips were taken from a man named Robert Bly. His site, www.DirectMarketingEvents.com, offers a lot of valuable information.
