-- Ad Copy Tip #6:

Build and use a "swipe file." This shady-sounding term refers to a file or collection of winning ad copy that others have used successfully. No, I'm not advocating that you plagiarize work of other copywriters. What I'm suggesting is that you creatively adapt winning elements of other proven ads to your own situation. Sure beats trying to reinvent wheel from scratch.

Better yet, Yanik Silver has developed a collection of winning, ready-made sales letters you can use as your own swipe file. Check it out at: http://profitinfo.com/success/isl.htm

-- Ad Copy Tip #7:

Real testimonials in ad copy can be effective at helping prospects overcome sales resistance. Testimonials are more believable when full name, city, state, and - if possible - contact information, are used in ad copy. (Ask permission before publishing someone's testimonial.)

-- Ad Copy Tip #8:

Ads that look like ads draw less readership than those that look like editorial material. Think of ways you can take advantage of this in your marketing campaigns, in order to increase response. For example, can you make them more informative, while doing an effective selling job?

-- Ad Copy Tip #9:

When writing ad copy, keep it simple. Break up long paragraphs and sentences into smaller ones and include only one main thought per sentence. Streamline by cutting out unneeded words.

-- Ad Copy Tip #10:

Use enough ad copy in your sales letters to fully describe your product or service. Some have impression that people won't read long sales letters. Real prospects *will* read long sales letters, as long as they find interest in them. But they will not read long BORING sales letters.

When deciding upon theme for your ad, start with one theme. Now examine it and re-examine it. Find as many different ways to use this theme as possible. Turn it inside out and upside down. Play with each new idea or variation of original theme that you come up with. Enjoy it, have fun with it, but get it all down on paper. Do yourself a favor, write down everything!

Got Rhythm?

Rhythm, cadence or flow; It's all same and you have to have it! Great ad copy is always simple. Use short simple sentences, "active" verbs, rhyme, puns or wordplay and positive attitude. Normally you should use only active verbs. Pay heed when using "passive" verbs in your ad copy. Rhymes, puns, double meanings and wordplays make for most memorable of ad copy, but remember, keep it simple. If they don't get it, you don't get it. Get it? Another example of good rhythm is "parallel sentence construction". Here is an old, but good use of parallel construction in a headline: The Quality Goes In, Before The Name Goes On! (Sound familiar?). It doesn't matter which approach you take, as long as copy has rhythm and flows from one point to next. Don't jump from point to point, move smoothly from one leading into next.

I hope that this will help you write better ad copy and remember "Do it with Style"!