19 Secrets to Making Your Ad Copy More Effective - Be focused and...
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5. Be focused and talk to only one person with your sales letter. You and I. Just like when having a conversation. Have you noticed that I'm only talking to you right now and not a group of people?
6. Make sure that the ad copy is "YOU" oriented and not full of "I's, me's, my's." Unfortunately, your potential customer has absolutely no interest in you nor your business or service. They don't care for you. Instead, he or she is preoccupied entirely with his or her own needs, wants, wishes, interests and so on. Concentrate on telling them what's in it for them and not you.
7. No copy is long copy. It could only get boring. You visitor will read until he or she gets bored. So, don't worry about the length of your ad copy. Keep it interesting at all times. It helps to ask someone to read it for you. How do you make it interesting? As long as you're greatly focused on your potential customer, they will be reading.
8. Have fun with the paragraphs. Don't write massive letters with no breaks in between. Make one paragraph with one sentence, next one with 2 or 3 and so on. And keep the sentences short and to the point. Having massive paragraphs with run-on sentences discourages people from reading.
9. Make the sales copy "scanable." When people arrive at your page they usually scroll down and back up before they start reading. Along this "scanning" process, they will stop at everything that gets their attention. How do you make a page scanable?
Do anything that will break the monotony. Have various different sub-headlines indicating what each section in your ad copy is all about. Highlight certain lines, make them bold, include bullet points, and so on.
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