Closing the Deal with the Right Ad
Copyright 2006 Jason Seib
Nick Usborne hit the head on the nail.
On the back cover of Usborne's 2002 book, "Net Words", he said, "bells and whistles may grab a customer's attention, but words make the sale."
We'll repeat: words make the sale.
Say you have a laptop to peddle online.
You'll take good care of it, no doubt, so that it reaches the buyer's hands in excellent condition.
But wait.
Before you can even sell it, you must tell cyberspace about it.
Gigabyte hard disk and random access memory are attractive features.
Fine, that's a lot of processing power.
You do have a hot item there.
Fact:
most online shoppers have a short attention span.
The idea is to make them read YOUR ad among the 25 others on that page.
Taking this fact and Nick Usborne's wisdom, how does one grab a customer's attention with the properly-crafted ad?
Better yet, how do you make him click the BUY button?
Before tackling the fundamentals of effective ad writing, Usborne cited a statistic worth remembering: the average American is bombarded with about 3,000 separate advertising messages a day.
Multiplying that by 365, that's over a million messages a year.
Writing that ad -
? Match your words to the product.
Not every Tom, Dick and Harry is familiar with all the technicalities of a laptop, but it is safe to conclude that those who are looking to buy a laptop would be curious about ?
- software, - hard disk memory and RAM (most laptop buyers have already used desk top computers so they're coming into the laptop universe already aware of what constitutes processing power), - weight (lugging 7 pounds across the Pacific is no laughing matter) - years used
? Attitude - give the reader the impression that you're smiling.
A frown or a grunt is "felt" in the wording.
It's like saying, "just want to get rid of this laptop, ok?"
? Brevity, essential specs, price (and if negotiable)
? Freight/payment arrangements/contact details (let the customer know you'll be glad to send it free, that he has a few payment options to choose from ? in fact the more, the better) and if he's not happy with the goods, where he can reach you).
Applying theory into practice, two examples are given below.
Guess which one is likely to be read twice?
Example 1:
Top brand laptop, slightly used.
1 Gig memory, 256 RAM.
Software included.
Bought $2,300, sacrifice $1,500.
PayPal only.
No credit cards.
Call XXX 7-9 pm Wednesday and Thursday only.
Example 2:
Download your biggest files and watch DVDs on the plane ? even without power!
Three-hour battery integrated. Sharp monitor.
Five pounder.
IBM R51, 1 Gig, 256 RAM. 2 years old.
Word, Excel, Powerpoint and Access.
$2,000, negotiable.
Freight free.
All credit cards + pay pal and bank transfer. Call XXXX anytime.
Leave message, I'll call back!
Brevity does count, sure, but example 1 had "vague" written all over it.
What does "slightly used" mean ? how many years has it been "pounded" on?
What software is included?
Hasn't he heard of credit cards?
He won't be home when I call to ask questions.
.
Another Million Dollar Dream
When the itch of literature comes upon a man, the only thing that will relieve it is the scratching of a pen.
A Victorian vicar wrote that and he wasn't wrong. I'd had the urge to write since I was a young man and I indulged myself from time to time. I scribbled the odd short story, I wrote pornographic letters for a couple of contact magazines, I sent ideas to TV stations, I wrote scripts and I collected a lot of rejections ? as most writers do. One day I got a letter inviting me to visit a TV producer to discuss my work. I wept.
The producer didn't want to use my script; she liked it, but she was looking for writers for the revival of an old courtroom drama.
Did I think I could write thirty episodes? Why not? I said. Go away and study the law, courts and court procedure, she said. As soon as the contracts are signed I'll send you the story lines, she said.
I read books. I spent my days in London's famous courts. I made friends with...
Laptop > Another Million Dollar Dream
New Orleans Internet Radio Broadcaster Appears on Yahoo's Tech Video "Hook Me Up"
(ContentDesk) July 5, 2006 -- A New Orleans native and current resident who runs a web development company and an international internet radio station was featured on Yahoo Tech's "Hook Me Up" program at Tech.Yahoo.Com.
See the video at http://tech.yahoo.com/hookmeup.Visit Astreaux World at http://www.astreauxworld.com.Jerry Asher, producer of Astreaux World (pronounced Astro World), a 24/7 internet radio station hosted on Live365.com, was the very lucky recipient of the "Hook Me Up" webvideo show, a technology "makeover" show that fixes consumers' technology issues.Astreaux World plays New Age, Ambient, and Space Music, similar to what's heard on Hearts of Space (WWNO Sunday Nights), and the long-running "Cheezmuzik" show airing weekends on WTUL, Tulane's radio station in New Orleans.
He admits that both shows were inspirational in his becoming a...
Laptop > New Orleans Internet Radio Broadcaster Appears on Yahoo's Tech Video "Hook Me Up"
Is your Child's Recess Risky7 Ways to Pump up The Protection Factor and Prevent Injury on the Playground
Ann Arbor, MI (ContentDesk) October 10, 2005 -- When the bell rings for recess and your child makes a dash for the playground, she may be headed for harm. This year over 500,000 children will be injured in playgrounds in the United States. Almost EVERY ONE of these playground injuries can be prevented, says Dr. David Janda, author of The Awakening of a Surgeon: A Family Guide to Preventing Sports Injuries and Death.An orthopedic surgeon, Dr. Janda directs the Institute for Preventative Sports Medicine. His research has been published in prestigious journals and he is a frequently consulted expert on national news and talk shows.
Studies show that Dr. Jandas findings have prevented 1.7 million injuries, and saved the United States two billion dollars in health care costs.Here Janda shares seven ways problem playgrounds can pump up the protection factor and reduce the risk of your child suffering a serious or fatal injury.*Create a softer surface such as a surface made of wood...
Is your Child's Recess Risky7 Ways to Pump up The Protection Factor and Prevent Injury on the Playground
Laptop > Is your Child's Recess Risky7 Ways to Pump up The Protection Factor and Prevent Injury on the Playground
New PlayerPal Release Supports Sweden & Germany Despite Fierce World Cup Rivalry
London, UK (ContentDesk) June 22, 2006 -- Shape Factory Ltd (an English company) has made a service release of PlayerPal 4.2 especially for Sweden and Germany, despite World Cup rivalry reaching an all time high.
With England facing Sweden in their group and the possibility of Germany in a later round, this gesture has been made in the name of sporting solidarity (and the beauty of world wide music remote control).PlayerPal is an add-on product for iTunes and Windows Media Player.
Install it on your music PC and then use it to control your music from any WiFi device with a web browser.
Search, browse and control your music from your couch, bed or office desk using a Sony PSP, PDA, laptop, Nokia 770, Phillips iPronto etc.
Think of it as a web based iTunes remote control (or Windows Media Player remote control if you prefer Microsofts player).The service release (4.21) fixes a few problems once faced by PlayerPals growing international fan base. <...
Laptop > New PlayerPal Release Supports Sweden & Germany Despite Fierce World Cup Rivalry
The computer virus that could take advantage of you
Do you know there's a brand new computer virus that can get into your computer without you knowing even if you have AntiVirus and AntiSpyware installed? And when you try to get rid of it, it totally wrecks your system?I didn't know until a few days ago. On Thursday, the 25th of November (Thanksgiving), my computer was infected by a virus that literally took control of my web browser and wrecked my machine when I tried to get rid of it.Let me tell you what happened...After we were all done with...
Laptop spyware Closing the Deal with the Right Ad The computer virus that could take advantage of you
Laptop > The computer virus that could take advantage of you
potty training Laptop Closing the Deal with the Right Ad
Laptop vacuum Closing the Deal with the Right Ad