It's all about "price".

I see it all time. And perhaps you do too. Letters and proposals that bury price at very end of document. By explaining all benefits in first few pages and then leaving price for last, people believe that buyers will be pleasantly surprised when they see how much it will cost.

In actual fact, it doesn't work that way.

Think about it. What do you do as a buyer?

I know I flick through document until I find price. Then, if it's more than I want to pay, I put document away, never to be seen again. I don't bother going back and reading from beginning.

Instead, what well written proposals do is tell person up-front, how much something will cost. That way reader doesn't need to go digging.

They see how much it is, have an instant reaction to amount and THEN ... if it's more expensive than they thought, they'll keep reading through document to look for ways to justify price in their own mind.

Why is it more expensive?

What special results does it achieve?

What claims do they have to back up price?

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.