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 amount of your purchase. Check out our excellent selection of womens 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. Womens shoes and sandals.

That’s a LOT smaller and still gets 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 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 womens shoes. Plus free shipping! All sizes in stock.

Discount Womens 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 information in AdWords campaign section to track 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 word “savings” for “discount” or “big” for “huge” can be all it takes to catapult you to top of list.

When you write extremely short copy, remember to stay focused. There is not enough room to sell customer within your copy, but there IS enough room to peak their interest. Use limited space you have to punch up biggest benefits or end results your customers are looking for and you’ll see bigger returns on your AdWords investment.

KARON: So, let me make an assumption here… "response rate" is much greater for telemessages than for standard direct mail, right?

PAUL: Significantly! Response rates of over 50% are regularly achieved. Telemessages have huge doorstep impact.

KARON: Yeah… I rather thought so. But, Paul, there are all sorts of specialized envelopes out there. What makes difference?

PAUL: Well, it’s a perception that comes with a “telegram.” People perceive telegrams as important legal documents and respond accordingly. Many companies also use telegram as a stage in their debt recovery process. They regularly record response rates in excess of 60%. Lloyds Bank recently told us they got 78% response from one mailing! KARON: Wow! That is huge! You also had a great response with a fundraising company you recently worked with (who has chosen to remain nameless). They didn’t get 50% but did do quite well for someone soliciting donations.

PAUL: Oh, yes! The charity was responding to a crisis. They needed resources and action fast. They chose Telemessage because of our quick turnaround times. (I like to think that our friendly and flexible approach also helped!)

KARON: Oh, I’m sure it did ! How many messages did they send?

PAUL: Over 50,000 requests for donations.

KARON: And what response rate did they get?

PAUL: 20% - MUCH greater than direct mail.

KARON: So what did this type of campaign cost them?

PAUL: £0.59p (US 83 cents) per item including Value Added Tax (17.5%) which they, as a charity will be able to reclaim. Ordinarily, unit costs range between 46p (64 cents) and 86p ($1.21) depending on volumes.

KARON: And that includes stationery, setup and postage, right?

PAUL: Yes.

KARON: That is very cost effective! So then, let me ask you this… what are contributing factors for a great campaign?

PAUL: It really depends on message. We can be sure that envelope gets opened, and even provide advice as to style of verbiage (simple, clear messages, headlines, bullet points, post-scripts, and anonymous messages ending with a call to action), etc. Bread, butter and jam for copywriters, ehhh Karon? But ultimately strength of response will depend on USP. Telemessage is ideal for urgent and important messages. To quote just one of our customers, ITV Digital, who used telegram to confirm appointments for new connections ... 'This has proven to be a very useful method in contacting our customers.' They achieved over 50% response, which they judged to be excellent. KARON: Great info, Paul! I really appreciate your insights into this powerful “revived” medium.

PAUL: It's a pleasure Karon, pop by for a cup of tea next time you're in England!

KARON: Will do!