There is a saying that doing business without advertising is like winking at a girl in the dark – you know what you’re doing but nobody else does!
This is especially true for online businesses. To get customers to your website to buy your products and services you are, at some stage, going to have to advertise. But you have to buy your advertising carefully and you have to take certain steps to ensure that you get the best possible return on your investment.
So, how can you ensure that when you do advertise your online business, your ad is the best possible ad that it can be?
The headline is the most important part of your ad as this is what readers will see first. If your headline does not attract attention and make the reader want to see more, then the ad will fail. The headline must make it clear what the benefit is to the reader. The only thing you need to convey in the headline is what the reader will get if they do what you want them to do.
Get To The Point
Nobody has the time to read every ad in every publication. That’s why your ad must quickly come straight to the point and make the reader want to know more. You need to convey your main point in an emotional way because people tend to buy what they want more often than they buy what they need.
Make The Benefits Clear
It is the benefits of your product or service that help sell it, not the features, A feature is what your product does and a benefit is what it does for me, the customer. For example, the feature of a new smart phone might be that it has a 32GB memory but the benefit means that I can store all favorite photos, videos, music, and apps so that I’ll have them wherever I go and to enjoy whenever I want.
It is a good habit to make a list of all the benefits of your product and service and then get as many as you can in your ad. If your ad ends up looking like nothing but a list of benefits, that’s great!
The Call To Action
Once you have crafted your headline and listed your benefits you have to tell the reader what to do next. Don’t just leave them hanging in suspense. Rather than just using a simple, ‘click here’, put a benefit with the call to action message. For example, if you’re selling a time saving product ‘Click here to begin saving time today!’ is much better than ‘click here’.
Track Your Ads
Tracking your ad results won’t make your ads better, but it will make your online business more effective because the problem might not be the ad – it might be your site or the traffic source you are using! When an ad get clicks but no sales are made, the problem is your website or the source of the traffic and not the ad. Remember the job of the ad is to get clicks, not make sales.
It is the job of your website or landing page to make the sale. Also, if you get a lot of sales from several different ads that you are running, you have to know which one is working so that you can scale it up for bigger results.
Your ads should charm the reader into responding, making only promises that you can keep and speaking about benefits that readers want and that make them respond.