Ideas can turn to dust or magic depending on the talent that rubs against it

-William Bernbach, advertising executive.

1. To sell a product you must spark interest and entice your customer with words. A compelling headline or title is imperative. Luckily the talent that turns ideas into magic can be yours with a simple marketing formula.

You've seen the formula hundreds maybe thousands of times; always wearing a different mask but nevertheless the same. Here are some examples. While you read, see how this formula can be adapted to your particular ad.

"How to turn ideas into dollars." "What the IRS doesn't want you to know." "What your doctor isn't telling you."

Do you see the formula? These catch phrases are easy to remember. Each phrase entices its reader with curiosity, desire and motivation. And best of all, this simple formula has been proven successful over time and can be easily fitted to any AdWords campaign.

Using this formula your headline should do three things:

A. Catch your customer's eye (use your keywords in your ad, they are highlighted by Google AdWords).

B. Elicit emotion / desire.

C. Express what the customer will gain or achieve with your product or service.

Now, take some time, play with words, and make the formula your own!

What_doesn't want you to know.

Get more_for/in less_.

Look for other successful AdWords Ads, find the formula in them, then tweak them and make them your own.

2. Use targeted keywords in your Google AdWords. Searched keywords that appear in your headline and ad will be highlighted in bold. The highlighted keywords will draw the user's attention to your ad.

3. Get the most out of your ad. Use each word wisely. Your ad has a limited space. Don't waste it. Make every word count. Remove words like: of, it, a, an. Replace "and" with "&"

4. Get the users attention. Once you have won the users attention with your highlighted keywords, keep them there! Eye catching words and phrases hold their interest. For example, Free, Limited Time, Sale, etc.

5. List the benefits of your product. For example: work from home, boost your memory, increase your profit margin, sell your home now! etc.

6. Let the user know why you are different from the competition. For example: never told secrets to weight loss, innovative ways to make $, most comprehensive, lowest price, etc.

7. Weed out the "Tire Kickers". You pay for every click-through, whether it converts to a sale or not. Therefore, you want to weed out browsers who won't buy. You have begun the process of elimination by listing your benefits. If it is not weight-loss the user seeks he or she will continue searching. Another way to do this is to provide the price. Users looking for a free product or unwilling to invest rarely change their minds and their click costs you. By providing your price at the end of the ad you ensure a higher conversion ratio and lower customer acquisition cost.

8. Motivate your user. Use motivational words that affect the user. Personalize them. For example, "Now is your chance!", "Weight Loss Secrets you should know", "Discover your potential", "Tips you can use to make money now!" etc. etc.

9. Use call to action phrases that provoke a response. For example - "Buy Today - Save 70%", "Offer Ends Soon", "Hurry before they're gone".

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