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Writing Articles(3)| Article #183 : AD WRITING – PART 2

In this installment of our series on ad writing, we’re going to start with what I will always feel is the most important part of ad writing – the subject.

Let’s face it, no matter what kind of advertising you use that requires more than the usual 3 line Adwords offering, you are going to have to hit people with a subject. With email advertising, it’s the subject they see in their in box before they go to hit the delete key. With message board or classified advertising, it’s the subject they see among a ton of subjects.  Yours better stand out if you want your prospect to click on that link which will take them to the ad page itself.

So, what’s a good subject?

A good subject is one that makes the reader want to read the ad.

Okay, that sounds like a lot of double talk, but it’s true. That’s what a good subject is. In other words, it doesn’t matter what you use as a subject as long as it gets the reader’s attention. In order to figure out what a good subject is, we first have to take a look at what a bad subject is. They’re much easier to spot.

Bad Subject # 1 – The Boring Subject

This is the kind of subject that we see and read and say to ourselves, “yawn.” These subjects do absolutely nothing for us at all. They might as well be non existent for all the impact they’ll have on your prospects.

Examples of bad subjects:

Hi…Please open
This is for you
I’m sending you this message
I think this will interest you

Need I go on? Sure, maybe a few really bored people might open up one of these disasters, but for the most part, you’re not going to get much response out of these sleep inducers.

Bad Subject # 2 – The Hype

Make $30,000 in 24 hours
Make $2,000 a day with just 2 hours work a week
Make $100 per hour while sitting in your pajamas
Do NO work and make $50,000 a year MINIMUM

Okay, I may have exaggerated a bit with a few of these, though I’ve actually seen a few that come very close, but trust me, subjects like these may fool a few newbies who don’t know any better, but will fall like dead weights when read by a seasoned pro. Plus, subjects like these will ruin your reputation before you even get started.

Bad Subject # 3 – The Waaaaaaay Too Long Subject

I am writing to you today because I want to tell you about a great new…

This is the best program I have ever seen in my life and you have just GOT to…

Today is your lucky day because I have got a deal for you that you just can’t pass up.

I have seen subjects so long that they don’t fit in my email window. Nobody is going to bother opening up an email with subjects like these.

Okay, those are bad subjects. So what are good subjects?

They’re the subject of our next article.

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