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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.
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Copywriters Use AIDA: |
A
well known hierarchy of
effects describing the basic
process by which people become
motivated to act on external
stimuli:
Attention, Interest, Desire and
Action
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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
telephone 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.
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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.
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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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