It seems to be a phenomenon. You try Google AdWords Select, your ad gets “disapproved” by 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 right keywords. The second is writing little tiny ads. Neither is all that easy, but they can both be done.

I think 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 process together and I’ll show you a few tricks of trade that have brought me AdWords click through rates of 7.1% and 8.0%.

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 difference between features and benefits. Start by making a list. I’ll use example of an online shoe store.

Here are a few features:

·huge inventory ·wide selection of sizes ·discounted prices ·free shipping

And here are benefits associated with those features:

·hundreds of styles to choose from ·hard-to-find sizes in stock ·save money ·free shipping (free is free!)

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 head.

Step Three – Work in your keywords. If you’ve used Overture pay-per-click engine before, you know that there is a greater click through rate on search results that use exact keyphrase surfer types in. The same holds true for Google’s AdWords program.

While following have by no means been researched, we’ll assume that some optimum keywords for our shoe store are: womens shoes and sandals. We’ll want to include these in our ads.

We are all so inundated with advertising these days that we barely take note any more. Statistics show that it takes an ever-climbing number of impressions before our customers take note of us, too. The quest for new, attention-getting mediums is one that every marketer pursues. The Holy Grail is one that brings about immediate and consistent responses. Would you believe that a ghost from past is now bright and shining star of marketing future?

Paul Kearns of www.telemessage.co.uk, recently spoke with me about an amazing marketing tool his clients have used to get consistent response rates of 50% and higher. What is it? Telemessages.

KARON: Hi Paul… I’m excited about speaking with you! I can’t honestly say that I would have considered use of telemessages prior to our emails.

PAUL: Glad to be of help, Karon.

KARON: Let’s start with basics. What are telemessages? Are they just revamped "telegrams?”

PAUL: Well, yes and no. The traditional delivery method has changed ... we no longer employ small armies of boys and their bicycles to deliver message. In UK, we achieve 99.9% next day delivery via Royal Mail. Despite historical decline during 1980's and early 90's service is once again coming into its own. Last year alone over 2 million UK telegrams were sent.

KARON: So where did name “Telemessage” come from?

PAUL: “Telemessage” is brand name of UK telegram. International telegrams are still sent for important announcements, memorable events, and congratulatory messages. The UK acts as a conduit for telegram administrations all over world. There are a number of 'bespoke' telegram products too, like WeddingGram, BabyGram, and SantaGram. In fact, one of exciting parts of my job is to contribute to development of new telegram products and applications.

KARON: How very inventive! So, what made you decide to use them in marketing arena?

PAUL: It was a natural progression really. Some of our customers began using Telemessages for crisis management and product recall. Then, because of cost effectiveness and outstanding response rates, we received more and more requests from companies and agencies wanting to use our service for direct mailings.

KARON: But if you send them to anybody and everybody, won’t they quickly lose their effectiveness?

PAUL: Well, a cynic might suggest that we'd sell them to anyone who's interested… but nothing could be further from truth. You’re right, Karon… part of strength and power of telegram is important or urgent message it carries.

KARON: So this is more of a specialized mailing, then? Or is this something to take place of weekly or monthly direct mail pieces?

PAUL: Well, so far, studies show that repeated usage does not significantly affect response rates!

KARON: How’s that?