“Wait..advertising…that’s for newspapers.”  I know you may think that way…but today we mostly look to advertising online.  It is basically like when we would advertise in print.

There remain 5 major key components to good online as well as offline advertising copy:

(The order of these is essential to success)

  • Command Attention because you only have seconds.
  • Quickly Highlight Benefits of Products/Services upfront and then provide more detail to back it up.
  • Offer Proof/Testimonials of the Benefits in more detail to get the prospect to recognize this solves their pain points.
  • Persuade People to Embrace the Benefits.
  • Call to Action to buy now.

Advertising is still sales but today we do it online. So, you need to think about the unique benefits your products/services offer and showcase that in a persuasive way. You need to emphasize results, not features.

Let us take a minute to talk about each of these components:

  1. Command Attention: This is usually accomplished with the headline. You need an attention-getter that makes people want to know more about your products/services. The best headlines give a vivid portrayal of the benefits or show how a problem can be avoided with your products/services. The headline is the advertisement for the advertisement.
  2. Quickly Highlight Benefits: You must begin by highlighting the benefits of your products and services because you only have seconds online.  They will grab the reader to want to know more.  Then you show how they will solve a pain point or prevent a problem. They need to know what’s in it for them. Include useful, factual and clear information to show precisely what the benefits are and how they are going to help the customer.
  3. Offer Proof: This is where you prove what the advertisement is offering. You need to establish you have a method to deliver. Consider information that establishes credibility and past performance.
  4. Persuade: You need to add compelling reasons for your potential customers to purchase your products/services. Use a hard sell approach and create scarcity. This will enact your potential customers to feel like they have to act now. Which leads into the last component.
  5. Call to Action: You need to compel your potential customers to DO something. They need to check out your site, sign up for your newsletter, purchase your products, contact you about services…something.  Offer a freebie-a booklet, sample, product, bonus, demo, consult, limited time price…the list goes on. There are lots of ways to get potential customers excited about ordering and help them feel like they are getting an amazing deal.

Good advertisements online using small attractive ads to get prospects to a landing page includes all these components and are not complete without any of them. You can sit down and think through any one of these components, then figure out how to best place them together for the most effectiveness.
Struggling with creating/finding the right advertising copy. Ask us for some advice/tips on good online advertising copy. Email or call us at 508-226-4565.

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