Passing this along...
10 Ways to Write More Effective Ads
The Profit Seeks Network has published a very helpful e-book entitled “10 Ways to Write More Effective Ads”
For the most part (at least for the experienced marketer) it is full of common sense, no frills, tips for getting in the right frame of mind for ad writing and understanding the customer mindset. Consider it a refresher course if you are an expert and a great starter guide if you are a newbie.
Some of the more pertinent to insurance marketing (along with my brief comments) are:
Focus on Them, Not You
This one speaks for itself. Focus on the audience and what they want. Remember, there is a pretty good chance you know 10 times more about your product than they do.
Push Their Emotional Hot Buttons
Life insurance…kids starving with no family and no money. What a picture. Homeowners insurance…a house burned to the ground and a family with nowhere to go. OK, those are extreme. People buy when you CONVINCE them to buy, not because they have nothing better to do.
Incorporating Proof and Believability
My article about the biggest missing pieces on affiliate sites (how is that for shameless self-promotion) covers a bit about how to build trust with your visitors. Contact pages, privacy policies, SSL encryption, and the like.
This also means do not make promises you cannot keep. To be honest, no one is going to save $5,000 by using our service. They are not going to grow natural hair overnight or woo a supermodel either…trust me I have been working that for years now and it ain’t working.
Make real claims that are compelling. We WILL help you save money and we DO make a difficult process a lot easier. Being honest will get you more clicks and more conversions.
The More You Tell, The More You Sell
Content is king! Hmmm…have I ever heard that before? Tell them about what we do (see above) and make sure they have no questions left unanswered.
Write To Be Scanned
Bullet points and tags and bolding, oh my!
Content is great, but ridiculously long unbroken lines of text make me cross-eyed and lose interest. Make your copy part outline and part detail.
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