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Understand The Role Of Your Ad
It sounds obvious, but bear in mind that the role of a Web Windows advert is not to sell the product. It is to convey the idea behind the benefit of the product and steer potential customers to the website.
Copywriters Use AIDA:
Attention, Interest, Desire and Action
A well known hierarchy of effects describing the basic process by which people become motivated to act on external stimuli:
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Attention
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A powerful headline to initially hook the reader
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Interest
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A good image can build appeal
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Desire
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Sell the benefits and not the features
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Action
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A Prominent URL and consider a phone number too
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Keep The Ad Simple
A common mistake is to over-clutter the ad; "Less is more." Don't feel that every part of the ad space needs to be filled with words or images.
Copy needs space to breath.
Create A Punchy Headline
Some of the best performing Web Windows ads are those with headlines that are not too wordy, and convey a clear benefit. You only have a split second to seize the readers' attention.
Remember Your USP's
Your Unique Selling Point is what makes you stand out from the competition, and this should be clearly expressed in your copy. Try to imagine seeing the ads from the view-point of your target audience and you'll be surprised how often you miss the obvious.
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