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2 Ways to Really Connect With Your Customer in Your Copywriting
Copyright © 2005 by Bruce Carlson One of the least talked-about areas in copywriting education is voice. This is probably because it’s tough to set general rules for something that’s so personal to each of us. After all, the same things go into...
Copywriting FAQs
One of the biggest challenges a copywriter faces is to make future clients feel confident in his or her ability. You know you can deliver, but your clients don't know that... yet! In my own experiences as a freelancer, I've noticed that the most...
Dreading the Writing Assignment? Outlines to the Rescue
Writing technical articles is a challenge. There you sit, surrounded by reams of research, notes and interviews. Where do you start?
Remember 5th grade English? You start with an outline.
Outlining has fallen on hard times lately. Mind...
"How To Get Started With A Career In Copywriting"
Careers in copywriting are booming. Could it be that the new and ever growing market on the Internet has helped to fuel this demand? You can bet your sweet keyword that it has! With so many businesses looking to the internet for their freelance...
Sticks, Stones and Lawyers
“But how can you say, 'It was only talk, so no harm was done?' Were this true, then your prayers, and your words of kindness, would be a waste of breath.”
- Nachman of Bratslav
Defamation ... slander ... libel. It doesn’t take a rabbinic...
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How To Write Little Tiny AdWords Ads That Bring Giant-Sized Profits
by Karon Thackston © 2004 http://www.copywritingcourse.com
It seems to be a phenomenon. You try Google AdWords Select, your ad gets “disapproved” by the powers that be at Google, you count your losses and give up. It doesn’t have to be that way. There are two primary factors to succeeding at Google AdWords. The first is getting the right keywords. The second is writing little tiny ads. Neither is all that easy, but they can both be done.
Mark Twain said it best. “If I would have had more time, I would have written you a shorter letter.” The point… it takes much more skill, and much more time to write short copy than long copy.
Let’s go through the process together and I’ll show you a few tricks of the trade that have brought me AdWords click through rates of 7.1%, 8.0%… even 25%.
Step One – You would be very wise to either use a benefit or an end result in your headline. In order to do this, you’ll have to be aware of the difference between features and benefits. Start by making a list. I’ll use the example of an online shoe store.
Here are a few features:
·huge inventory ·wide selection of sizes ·discounted prices ·free shipping
And here are the benefits associated with those features:
·hundreds of styles to choose from ·hard-to-find sizes in stock ·save money ·free shipping (costs nothing extra)
Step Two – Know what your customers are looking for. YOU may feel that one benefit outweighs another. However, your customer might feel differently. Be sure you understand what is important to your customer before writing your headline and your ad. You have no room to waste so it is vital that you find a so-called nail and hit it right on the head.
Step Three – Work in your keywords. There tends to be a greater click through rate on search results that use the exact keyphrase the surfer types in. The same holds true for Google’s AdWords program.
While the following have by no means been researched, we’ll assume that some optimum keywords for our shoe store are: women's shoes and sandals. We’ll want to include these in our ads.
Step Four – Start big and narrow it down. Begin by writing a few sentences or a paragraph about what you’d like your customer to know. Perhaps:
You’ll find everything you’re looking for in one place! Hundreds of styles to choose from including hard-to-find sizes in stock. You’ll save lots of money because our regular prices are far
below that of other stores. Plus shipping is always free – regardless of the amount of your purchase. Check out our excellent selection of women's shoes and sandals.
Now, go back and take out every word that does not absolutely need to be there. You probably came up with something like this:
Everything in one place! Hundreds of styles, hard-to-find sizes. Prices far below other stores. Shipping free. Women's shoes and sandals.
That’s a LOT smaller and still gets the point across. However, it is still too long for AdWords. Your headline must be less than 25 characters (including spaces). Your copy can only be 35 characters per line. (You get two lines.) Now is the time to begin rearranging words to create an ad that will match Google’s guidelines, include your keywords, and draw a crowd to your site.
Here are a couple I came up with:
100s of Styles-Low Prices Big savings on women's shoes. Plus free shipping! All sizes in stock.
Discount Women's Sandals Latest styles at deep discounts. All sizes in stock. Free Shipping!
Step Five – Test, test, test! Put them up and give them a go. See what happens. Believe me, Google will notify you quickly if your ads aren’t performing. Those that get lower than a .05% click through rate are immediately “disapproved.” You are notified that your ad has been pulled and that you need to make changes.
Use the information in the AdWords campaign section to track the results. I’ve heard countless tales of those who have changed one little word and gone from a .07% CTR to a 5.0% CTR. If your ad is pulled, make simple changes to start with. Swapping out the word “savings” for “discount” or “big” for “huge” can be all it takes to catapult you to the top of the list.
When you write extremely short copy, remember to stay focused. There is not enough room to sell the customer within your copy, but there IS enough room to pique their interests. Use the limited space you have to punch up the biggest benefits or end results your customers are looking for and you’ll see bigger returns on your AdWords investment.
About the Author
Most buying decisions are emotional. Your ad copy should be, too! Karon is Owner and President of Marketing Words, Inc. which offers targeted copywriting, SEO copywriting & ezine article services. Visit her site at http://www.marketingwords.com today, or learn to write your own powerful copy at http://www.copywritingcourse.com
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Copywriting . Net |
Copywriting . Net. The Internet's copywriting service center for Web and print marketing communications. |
www.copywriting.net |
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Copywriting - Wikipedia, the free encyclopedia |
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en.wikipedia.org |
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Copywriting 101 | Copyblogger |
Copywriting 101 Tutorial Copywriting is one of the most essential ... Subscribe to Copyblogger to learn more about copywriting and online marketing. ... |
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The Copywriting Site - Free information, tips, and tricks on ... |
The Copywriting Site: Here you get free information tips and tricks on copywriting that sells. - Marketing Writing. |
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Copywriting courses. Become a copywriter. |
Copywriting courses for copywriters; plus tips on buying copy and hiring a copywriter. |
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Advertising copywriting and search engine copywriting that impresses your visitors and the engines. |
www.marketingwords.com |
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advertising.about.com |
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Copywriting Secrets - Master Copywriter - Killer Copy Writing |
FREE E-Course Reveals The Latest Kick-Ass Copywriting Secrets You've Gotta Know! ... "Now You Can Grab The Latest No-BS Advanced Copywriting Secrets That ... |
www.websiteconversionexpert.com |
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Text Wizard® Copywriting - UK freelance copywriter, scriptwriter ... |
Plain English with fizz: copywriting that stays on brand and on your mind. UK copywriter. |
www.textwizard.com |
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Getting Real: Copywriting is interface design - Signal vs. Noise ... |
Copywriting isn’t something to be left to the guy on your team who writes long ... So, I’m considering adding copywriting to my list of responsibilities, ... |
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Amazon.com: Persuasive Online Copywriting: How to Take Your Words ... |
Amazon.com: Persuasive Online Copywriting: How to Take Your Words to the Bank: Books: Bryan Eisenberg,Jeffrey Eisenberg,Lisa T. Davis by Bryan Eisenberg ... |
www.amazon.com |
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Michele PW |
Watch your business soar when you put the power of great copywriting, results-driven marketing solutions and amazing creativity to work for your business. |
www.writingusa.com |
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Pages tagged with "copywriting" on del.icio.us |
Good Copywriting: A blog about copywriting on the web ... Copywriting tips for online marketing success from Copyblogger · save this. copywriting blog ... |
del.icio.us |
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Online Copywriting: Subscribe to the Excess Voice Newsletter |
Online Copywriting: Nick Usborne's Excess Voice newsletter includes dozens of articles and a comprehensive list of resources and reviews for writers of ... |
www.excessvoice.com |
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Linda Westphal, Freelance Advertising Copywriter |
Experienced copywriter for direct marketing articles, and advertising tips. Citrus Heights, California. |
www.lindawestphal.com |
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Copywriting: Projects on Elance |
Copywriting, Between $250 and $500, 7, 11/29/2006 1:45 AM ... Copywriting, Prefer not to disclose, 0, 12/1/2006 2:41 PM, 6 d, 22 h+, Authentication Status ... |
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