How come you're seeing certain ads over-and-over again? Why are they working. and why do some display ads deserve to be nothing more than bird cage lining. Since we've been discussing sales copy "voices" lately, I'll let you in on a little secret about display ad voices. The biggest problem with display ad "voices" is that, for the most part -- there really aren't any. Most display ads read more like checklists that spit out facts, rather than engaging and conversational "recommendations", which is how they should read. I hope you caught what I just said because therein lies the key to nailing down the right "voice" to use for your display ad. You want the sales copy voice of your display ads to read like a non-biased third party came in and reviewed your product, and then wrote up a quickie description of it. Here's an example of what I'm talking about. It's a small display ad I wrote for a U.K. client some time ago: (you can see the ad right here: http://www.kingofcopy.com/tips/display_ad_sales_copy_voices_083005.html *** At last, FREE phone call gives fast and easy results! "New Unique And Proven System "Beats" Your Debt Problems... In Just 5 Days!" Picture this: You, one week from today, with a completely clean slate and a fresh new debt-free start. What a relief that would be! Imagine, GONE are all the nagging headaches, aggravation, and sleepless nights... no more stressful and intimidating phone calls that have you constantly coming up with one sorry excuse after another... and most important, your peace of mind and your self-esteem -- which somehow seems to have been lost in all this mess -- is once again fully restored. It's true! You see, there is now a new patented "debt control system", called XXX XXX that is the ONLY system proven to beat your debt problems -- lock, stock... and barrel! And, it works like a charm. Call FREE on 08000 XX XX XX, right now for more confidential information! *** Of course there are a number of other elements you must have in your ads to make them effective at all -- this ad just showcases a few of them. |
