KICK-STARTING BODY COPYWritten by Pat Quinn
KICK-STARTING BODY COPYSeveral correspondents to our newsletter, AdBriefing, say that they are having trouble writing body copy for ads. Their problem seems to be age-old one of how to kick things off – how to make a start. Can I help? Of course, I can. When you have been writing copy as long as I have, you will come to understand that there is an unwritten formula for writing copy. While I shudder at thought of formulae in advertising (since advertising is still a matter of doing what your instincts tell you to be right, and not what some computer programme tells you), there is no doubt that copy should follow a logical sequence. A sequence that takes its lead from message in main headline. I’ve said it before, and I’ll say it again, every headline should contain some kind of offer or promise. At risk of repeating myself, it should contain a benefit along lines of: Buy this product and get this benefit. If it doesn’t do this, then to my mind there is no point in running ad. As great Doctor Sam Johnson said, back in 1700s: Promise, large promise, is soul of advertising. Ok – assuming that you have written a benefit-ridden headline, it follows that first line of body copy should reinforce that benefit. It should enlarge upon it. It should take initial promise and make more of it – much more. In other words, it should be a more verbose rendering of headline statement. An expansion of what is in it for punter.
| | Advertising Your eCommerce Web SiteWritten by Lisa Maliga
8 Tips for Increasing Your Online SalesOnce you’ve launched your eCommerce web site, you’ll need to show it off to online world. Whether you’re paying someone to submit your site to all major and minor search engines and directories, it’s still up to you to continually advertise your eCommerce site in order to keep attracting business. Many online business owners will tell you that within six to nine months of your launch date you’ll start seeing increased orders for your products. However here are 8 things you can do to lure people to your site now! 1.Advertise on http://www.Craigslist.org . This entry will only last for 10 days and you must submit to one city and category at a time. You can include photos and/or advanced HTML in your ad. 2.Write a press release and send out for free to following sites: http://www.prweb.com [this one has been around for several years]; http://www.prfree.com and http://www.openpress.com Paid submissions will get you more views, quicker listings in search engines, and ability to post photos and keep track of your statistics. 3.Submit your site[s] to http://www.isedb.com/html/Web_Directories [You’ll discover loads of directories here, from highly specialized to mainstream. Many of sites have ratings; indicate whether they’re accepting new submissions, and if there’s a fee for submitting]. 4.Search engine positioning. When advertising your eCommerce site, always have following information on hand: A. Your Web site title. This should be approximately 7-12 words. B. Description. Have 3 different descriptions of varying lengths. 15 words, 25 words, 100 words. Have them summarize essence of your site. C. Keywords. 10 – 50 of your most important keywords arranged in order of importance. Again, some online directories will allow you to contribute more keywords than others.
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