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If your products or services aren’t selling, sometimes it’s all about the ad copy.

Here are a few points to keep in mind when writing copy for your marketing materials:

1. Decide on your overall message.

What is the one point you want to convey? Your marketing will always be more effective if you don’t flip-flop between different messages.

2. Keep your message simple and to the point.

It’s important you understand it’s always in your best interest to be clear and concise. Keep your writing style simple and easy to understand and your prospects will thank you.

3. Understand your audience.

Who are you talking to? If you want your prospects to connect to your marketing message, then it’s essential that you talk directly to them. Are they men? Women? Small business owners? The more specific you can be about your target market, the more successful your advertising campaign will be.

4. Choose each word wisely.

Words can be very powerful tools in your marketing toolbox. Choose each word with care to ensure it delivers the desired impact.

5. State exactly what you mean.

Too many marketers hem and haw and aren’t crystal clear in their intentions. Remember, it is always better to be clear than clever.

6. Make promises.

Promise your prospects they will receive a desired result by using your products or services. However, it’s important you under-promise and keep expectations low, otherwise your prospects will be naturally skeptical.

7. Ask questions.

Ask the tough questions your prospects struggle with. But, make sure only your service can provide the answer.

8. Make a deal.

Let your prospective clients and customers know you can create a relationship that benefits both of you:

• If you give me five minutes, I promise to make it worth your while
• Simply e-mail your address and you will receive our free e-book

9. Talk directly to your prospect.

Always write your ad copy as if you are having a one-on-one conversation with your prospect. Use the word “you” throughout your copy and use it often.

10. Flatter your prospect.

Sometimes it’s appropriate to flatter your prospect and make them feel good (even great) about themselves.

• We would like you to become a member of our elite team
• As a discriminating buyer…

11. Use power words.

There are a number of words in the advertising world that ensure your prospect will pay attention to what you are saying: free, you, cancel at any time. Use these words everywhere in your ad copy.

12. Include a call to action.

Make sure you always tell your prospect exactly what you want them to do.

• Supply you with their e-mail address
• Call a 1-800 number
• Download a free e-book
• Purchase your product or service

The next time you are struggling to sell your products or services, take a look at your ad copy – that could be the culprit.


Jessica Swanson has helped thousands of small business owners, all over the world, implement low-cost, high-impact DIY marketing campaigns. Known for her energy, passion and “get-it-done” attitude, Jessica takes complicated marketing concepts, turns them upside-down, and makes them incredibly simple and outrageously straightforward. To download your free shoestring marketing kit, visit: www.ShoestringMarketingKit.com

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