It's just as I've stated for years. Let your target market lead your decision to use long or short copy. Those seeking information on affiliate programs, MLM programs, high-investment products or services, etc. are going to be seeking more information than someone in search of a new bathrobe. For more detail in this area, visit http://www.ktamarketing.com/articles_longcopy.html. Here are some suggestions you can use to help build a successful information-type ad:

1.Include statistics - When you make a sales claim, back it up with information, including statistics. You might say, "Our saucepans have a non-stick coating that's guaranteed for life. In actual, in-home testing, food did not stick to our saucepans 98.3% of time."

2.Include targeted benefits - You must include targeted benefits to make your message hit its mark. Let's take saucepan example a bit further. "Our saucepans have a non-stick coating that's guaranteed for life. In actual, in-home testing, food did not stick to our saucepans 98.3% of time. You get omelets that come out of pan whole. You get sautéed chicken that makes a beautiful presentation on plate. You get less waste, less burnt food and more healthy cooking because you use no oil." Now those are benefits any chef would think are important.

3.Provide content on your site that backs up your claims - As you surf Web take note of information that supports your advertising claims. Surveys, research, reports, testimonials, etc. can all provide valuable information that could move a customer from point-of-decision to point- of-purchase.

4.Submit articles - Customers looking for information are much more likely to respond to a URL listed in an article than a bold-faced advertisement. Because articles provide information in a non-threatening way, they work along same level as endorsements and referrals. Write articles relating to your area of expertise and submit them to article archive sites and Ezine publishers.

5.Offer a free report - Give away information free with a purchase or subscription to your newsletter. Since information is what surfers are looking to receive, it will work as a big incentive.

Next in series will be a focus on ads that are avoided and shunned by online customers… and how to be sure yours isn't one of them!