| One of the reasons I strongly recommend ezine | | | | purpose of the headline is to get people to read the |
| advertising as a list building tool is because ezines can | | | | rest of the ad. So you want to make your ad stand |
| provide you with super high quality, targeted traffic. | | | | out. Some ways to do that are: |
| What does that mean, exactly? Well, targeted traffic | | | | ***Asterisks or Arrows around your headline |
| is traffic that is focused in on a particular niche...the | | | | >>>> |
| same niche that you are in. With targeted traffic you | | | | Capitalize The First Letter Of Every Word In Your |
| can have a smaller list, or smaller traffic flow coming | | | | Headline |
| in to your website, and get better results than | | | | ********* |
| massive traffic that doesn't have a focus. | | | | Asterisks above and/or below the headline |
| When you are writing an ad for ezines the first thing | | | | ********* |
| you want to realize is what the purpose of the ad is | | | | Use Power Words |
| NOT. With an ezine ad you are actually creating a | | | | Make it Exciting, Show Enthusiasm without making it |
| two step process. | | | | too salesy |
| The ad is not meant to generate a sale directly. Ads | | | | Body |
| that are written with sales as their primary goal | | | | This is the section between the headline and the call |
| usually flop! | | | | to action and should include: |
| So what is the purpose of the ezine ad? It is to | | | | - Benefit statements (not features) |
| generate a click! You want people to come to your | | | | - Short sentences |
| squeeze page and get on your list. | | | | - Power words |
| With a 2-step process you want to get the | | | | - Convey the biggest benefit they will get if they |
| subscriber curious enough, or give them incentive | | | | take action |
| enough, to take further action...to click on the link and | | | | - What's In It For Them |
| visit your site! | | | | - Bullets are fine, but not required |
| Then, once they are on your site you determine | | | | The Call to Action |
| what your next goal is. Of course I will tell you it is | | | | This is the purpose of the ad. You want to tell them |
| to get them to opt-in so you are growing a list. | | | | what to do and why they should. Tell them exactly |
| Other people will say at this point the goal is to make | | | | what they should do. |
| a sale...which if they buy and you can get them on | | | | - What |
| your list is cool...other people will tell you their goal is | | | | - Why |
| just to get more eyes to read a sales letter. | | | | - Why NOW |
| Bottom line, the point of the ad is to get them to | | | | - What's In It For Them |
| click a link. | | | | Keep in mind the purpose of the ad is the click! If |
| So how do you write an ad that gets the click? | | | | you follow the guidelines here and use this 2-step |
| There are three parts to an ezine classified ad: the | | | | strategy when writing your ezine ads, you will be able |
| headline, the body and the offer or Call to Action. | | | | to take advantage of highly targeted traffic and |
| Headline | | | | grow your list quickly. |
| I think of the headline as the ad for the ad. The | | | | |