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Writing Advertisements| Article #189 : ADVANCED AD WRITING – PART 1

We’re mostly going to focus on the “tone” of ads in the following articles as well as some in depth analysis of some of the items I discussed in my last article, such as bonuses, guarantees, etc.

What most people don’t seem to get, and I don’t know how to drill this into their brains, is that an ad is an extension of their personality. When somebody reads an ad that you send them, they are taking that ad as being the soul of the person sending it. So it totally baffles me when people copy and paste ads from a company’s ad vault and call it their own. How can they possibly think this tactic is going to distinguish them from every other hack out there? It won’t.

So you have to establish your “voice” and it’s not hard. Basically, you have to be yourself and still follow the rules of good ad writing as I outlined in previous articles. The rules don’t change but that doesn’t mean you have to sound like a robot.

For example, when running a certain kind of ad, I get pretty riled up. Some people would say that I get in their face. Now, I’m talking about the Rich Jerk style of get in your face where you just use bad language. I don’t personally like that style, though it works for him, and quite well I might add. Still, you can get in somebody’s face and still keep the ad clean. I focus on being stern and direct. I don’t sugar coat my words. If I want to tell people that they’re wasting their time doing whatever it is that they’re doing, then I’ll tell them that under no uncertain terms. I even sometimes go as far as telling them that if they don’t change their ways they’re going to end up on a street corner with a tin cup and dark glasses. For me, it works. But it has to be in your blood and part of your makeup or it’s going to sound forced.

With other ads, I take a kinder and gentler approach. I lend a helping hand with a sympathetic ear. I assure people that I know what they’re going through and let them know that I can help them through their problems. I tell them my story. I relate to them on a real human level. I may even leave out some of the “tricks” of your standard ad.

Both methods work for Internet marketing products very well. The key is knowing when and how to use each.

The first ad I ever wrote, that got me any sales, was a very long and personal ad, like the one I just described. For a long time, I thought that was the only kind of ad that would work in this niche. But, as time went by, I started to see that my ads were losing effectiveness. There is a reason for this that I will explain in later articles. Anyway, I decided to try a new tactic. I tried an “in your face” ad. I made 3 sales my first day.

It was then that I realized that there are many types of ads that can work if they’re consistent all the way through the ad. And that is the key. You MUST maintain the same voice throughout the ad. Otherwise you end up just sounding stupid.

In the next installment, we’ll start to explore some of those voices and give examples of a few.

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