Generally with Advertising - Less is More
Advertising is generally used to arouse interest and enter potential contacts into a sales or registration process be it online or offline.
A lot of advertiser make the mistake of trying to explain everything on an add the same size as a business card.
What you really want is the person to click and continue to the next part of the sales process.
So sell the carrot which includes strong emotional Headlines and content.
Your choice of words and how much time is spent researching what your potential contact really wants or needs will give you a much better Return On Investment than long descriptive content.
Your first question is what do I want to achieve with the ad, i.e. do you want more PSA's or more Tripleclick sales - whilst we all would love more of both - these 2 factors require different advertising messages.
As an example, For PSA sign ups - your content needs to focus on a point of difference that is believable and quantifiable. Remember people mostly act out of a need or desire to avoid a particular situation. Therefore your message needs to provide the end benefit of what your offering and how this is ny different than the other 20 million other offers advertised online.
For product sales your focus will be more price and convenience, now both price and convenience are both features, so remember the golden rule - Sell Benefits - which will require you to be able to put yourself in your customers shoes and ask yourself what will be the benefits of purchasing from you really amount to - a few examples might be
"With the money you save you could buy ......" or "by
"Ordering Here will save hours searching online for the best price - guaranteed"
Finally - Remember the Newspaper Mogul's catch cry - Headlines Sell Papers
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Generally with Advertising - Less is More
Advertising is generally used to arouse interest and enter potential contacts into a sales or registration process be it online or offline.
A lot of advertiser make the mistake of trying to explain everything on an add the same size as a business card.
What you really want is the person to click and continue to the next part of the sales process.
So sell the carrot which includes strong emotional Headlines and
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