Contrary to belief of millions of web site owners, copywriting is not just a bunch of "hype" words pushed together to make a sale. Your advertising approach must create a lasting impression or a memory, if you will. Successful copywriting is technique of implanting a thought or idea that will invoke a response from reader. Although a very popular approach, advertising does not necessarily need to leap out and attack reader, quite often it is better to have reader voluntarily surrender to idea. But, no matter what your advertising approach, your end goal is not a sale, but a thought. You want to leave something behind that reader will take away with them, whether knowingly or unknowingly.

How can you leave this implanted message?

1. Headlines

You must first get readers ATTENTION!! In a sea of advertising it is often next to impossible to catch quick eye of consumer. You are not only swimming in a shark-infested pool of competition, but today's consumers are more skilled than ever at tuning you out. This by far is most important part of copywriting. Poor copy sells sometimes, but poor headlines sell no- times. If you can't get their Attention, you can't leave your message behind.

2. The "Conscious Stage"

Ok, you have grabbed their attention! Now what? At this point reader becomes consciously aware of your advertising. Your ad now has a glimmer of life sparking. This is what I refer to as reader's "Conscious Stage". That over-rated and underused memory chip you call a brain has just engaged. No matter how shallow or deep, memory is now there. Often, building a conscious awareness can be a process of familiarity. The reader may not respond to you first time they see your ad or second, but eventually they will respond to your name for no other reason than familiarity of seeing it repeatedly.

3. Decisive Reasoning

A text sponsorship ad consists of a title no longer than 40 characters and a description which can be up to 150 characters in length. Your 'text ad' appears to right on search results page every time someone does a search that includes one of keyphrases you’ve pre-selected. Only top three bidders for each keyword/phrase is shown, so in order to be seen you need to be competitive.

Your text as will also appear on other search engines that are participating in 'Ask Jeeves Network'. Partners include famous brands like Direct Hit, MSN, and a few others that are less known. Your ad on partner sites may vary in position depending on each engine/ directory and where they choose to display them.

In order to play you need to open an account (which will set you back 25.00 US dollars). Ask Jeeves uses a CPM payment model (which stands for cost per thousand). You only pay when your text ad is shown, unlike Goto.com where you pay per click. Ask Jeeves charges per impression with minimum bids of keywords/phrases being 5.00 per CPM so that translates into a 5.00 cost to you everytime your ad is shown 1,000 times.

'Ask Jeeves' helps you choose your keywords and phrases with a handy suggestion wizard. This is a good tool for coming up with search terms you may have otherwise overlooked.