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Writing Articles(3)| Article #186 : AD WRITING – PART 5
In our last installment we went over how to write an intro for the ad you’re writing. Hopefully, you’ve learned that your intro and your subject have to go together or your reader is going to get confused and not read any further. In this installment, we’re going to get into the meat of our article. This is where we follow a step by step process of identifying the person’s problem, offering a solution, and then finally closing the deal. In this particular installment, we’ll be focusing on identifying the person’s problem.
One of my favorite things to do is to write to people who post ads to FFA sites. Why? Because this is one of the easiest markets to sell advertising to. Think about it. FFA posters post ads to pages that nobody ever sees and thus they make absolutely no sales. Their email boxes are overrun with junk and they’re totally frustrated. That’s why I host FFA sites and in my confirmation email I actually tell them that they are wasting their time.
Here’s a typical “problem identification paragraph” that I have used.
I don't like giving people bad news, especially not around now. But if somebody doesn't tell you the truth about the ad you posted to promote your site, you're just going to do the same thing day after day and find that you're not getting any results at all. The reason is because nobody sees these ads. I should know. I used to post them myself and they are worthless.
Okay, I pretty much got right to the point. I told them that what they are doing to promote their web site is a waste of time. Now, you have to understand that this works because they already know it. They have the email box full of junk, they haven’t made any sales, and they’re frustrated. So I am not telling them something that they don’t know. I am just reinforcing it. I now have them hooked just a little bit more.
Now, obviously this paragraph is going to be different depending on what the person’s problem is. But writing this paragraph is easy. Just keep in mind what that problem is and tell them what it is. Again, they already know, so the news is nothing that is going to shock them. Believe me, they’ll be nodding their head up and down in agreement when they read your revelation of their problem.
You’re probably asking “But how do I know what they’re problem is?”
Ah. That’s where you have to know and understand the market you’re advertising to. Otherwise, all your ads are worthless.
In my case, I host FFA sites and send confirmation emails to FFA posters. So I know who my market is. I know what they’re problem is. So yes, ad copy is only as good as your targeting. If you’re going to send out ads to people who you have no idea if they even need your product or service, well of course you’re not going to have good results.
In our next installment, we’re going to move into the part of the ad where we offer a solution to their problem.
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