Most of us buy newspapers and magazines for the editorial content. Although there may be a few exceptions, we generally don’t buy them to read the advertisements. We surf the internet, watch television and listen to the radio for information and/or entertainment. The advertisements just happen to be part of that experience. In most cases we are not actively looking for advertising. So, what can we learn from this?

Simple! If people are not looking for advertising, then why make your advertising look like advertising? Wouldn’t it make more sense to make you advertising look more like editorial or information?

This is a basic principle of direct market and one that I have successfully applied to marketing on the internet. I present my advertising as information rather than have it look like advertising. I don’t use flashy graphics or anything else that screams “I’m an advertisement!” I aim to generate interest and build credibility and confidence before I ask for the sale.

When marketing on the internet I start with a powerful headline. The best headlines are usually those that tell the reader the most important benefit they will get from using your product or service. This is a basic rule that is overlooked by 95% of advertisers. And, remember headlines are not just for newspapers, use them in your internet marketing too.

A study of the 100 most effective headlines ever written found the 10 most frequently used words were:

You, Your, How, New, Who, Money, Now, People, Want, Why

If you look back at the headline for this article you will see it starts with the word “How” and includes a benefit.

I then write lots of supporting copy.

Write about the benefits your client will enjoy by doing business with you. Although we don’t like to admit it, we are all selfish and want to know – what’s in it for me – (WIIFM).

Your advertisement can never be too long, only too boring.

Long copy can often convey the impression that you have something important to say, whether they read it all or not. The idea is to generate interest and create the desire to buy.

Copy length ultimately depends on the person’s fascination with the subject matter.

As an example, if you were given 10 pages of copy that someone had written about you, then you would probably read every word.

Where possible I use powerful testimonials.

Include interesting testimonials from happy clients. Testimonials from real people can provide convincing proof. It is even better if people can supply a photo to support their testimonial.

Add a personal guarantee to further instill confidence that what you say is true. And, remember to ask for the sale!

Guest Author:  Noel Peebles – Noel has a friend with a new mens jewelry website with helpful information on selecting a Mens Gold Bracelet and Mens Gold Chains. This site has helpful information for jewelry buyers both male and female.