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How to Fix Weak Ad Copy in Five Simple Steps

Mar 1st 2014 at 7:04 PM

There’s nothing like seeing your online efforts put dollars into your bank account. On the flip side, it’s quite disappointing to make few or no sales, which translates into no time freedom.

‘I have plenty of visitors to my site,’ you say, ‘but I have no sales.’ If that’s the case, what are you to do? You need to figure out what’s going on.

If you have a lot of people visiting your site and yet have no conversions, the problem might be your ad copy.

There are five basic possibilities for poor ad performance.

They are:

  1. You’re promoting the wrong offer
  2. Prospects have no idea what you’re offering
  3. Your ad copy contains no ‘what’s in it for them’ benefits
  4. Your call to action isn’t clear
  5. Your offer is “too good to be true”

If your ad copy contains any of those defects, you’re probably experiencing little to no conversions.

There are however, solutions to poor ad performance. We’re going to take the five negatives and look into ways to fix the defects. So let’s delve into five steps you can take to fix weak ad copy.

Five Easy Steps for Fixing Weak Ad Copy

One thing you need to understand from the start is that you don’t have to be a gifted copywriter to create effective ad copy. Now it does take practice to do it well, but you don’t have to be a genius to write great ad copy.

Okay, let’s delve into the five steps.

1. You’re promoting the wrong offer. Have you ever had a great marketing idea that you later realized wasn’t such a ‘great idea’ after all? Many marketers can relate.

You’re certainly in good company if this has happened to you. But like great inventors who had the same realization, you need to move on to another “invention.”

What you need to do is to research what your market wants and then provide it. When you provide what your market wants, you’ll see conversion rates soar.

Do market research and see what the trends are, and what people want. Then, either create the product yourself or outsource the project.

Give your market what they want and you’ll enjoy an increase in sales.

2. Prospects have no idea what you’re offering. Complicated sales pages repel prospects rather then attract and keep them there. In order to avoid this problem you need to keep your website simple.

This is something that fast food has gotten right. Have you noticed the numbered combo meal choices these days? This simplified approach keeps customers happy and coming for more.

You want to do the same for people visiting your sales pages. If your sales or blog pages are too “busy” prospects won’t stay long. On the other hand, if your sales pages are clean and easy to navigate, offering only a few options, people will stay.

Keep things simple for your prospects and more sales will follow.

3. Your ad copy contains no ‘what’s in it for them’ benefits. When people visit your sales page they’re interested in one thing and one thing only: “What’s in it for me?” If you fail to provide benefits that cater to their needs, they’ll quickly navigate away from your site.

Here’s where you have to distinguish between features and benefits. Features can be very good, but people who visit your site aren’t initially interested in features. They’re looking for anything that will benefit them. So the benefits listed on your sales copy have to solve their problem.

For example, weight loss foods or smoothies may taste good, which could be considered a nice feature of the product. But can you really lose weight with the items? Your prospect will be concerned more about the weight loss benefit than the taste feature.

Fill your sales copy with benefits and sales will happen.

4. Your call to action isn’t clear. Creating great sales copy is highly important. You want your sales copy to attract and hold the attention of visitors. But if you fail to provide a clear call to action, your prospects will leave your sales page without taking action.

You need to provide a CLEAR CALL TO ACTION! It’s as simple as placing a very visible “click here” or “watch this video” button in your ad copy. Some feel that this tactic is overused, but it works and that’s why you continue to see it done in ad copy.

So REMEMBER:

  • A confused prospect will quickly leave your sales page
  • But a clear call to action will direct them through your sales funnel
  • A clear call to action will result in sales

When a prospect reads through your sales copy, they’re quite interested in your offer. So make sure you provide direction for them in the form of a clear call to action. Do that and prospects will become your customers.

5. Your offer is “too good to be true”. When prospects see a hyped-up sales page, most of them feel that the offer is “too good to be true.” If that’s the case with your sales page people will quickly exit.

Be honest and realistic with your offers. You want people to come to know and trust you, not to know and stay away from you. So abandon the hype.

When you have a reputation of trust people will continue to listen to you and act on your recommendations. The result can be long-lasting relationships and customers.

Five Steps That Lead to Long Lasting Benefits

Putting into action the five steps highlighted here will lead to long lasting benefits. Prospects will become customers and your online venture will prosper.

So, once again, here are the five simple steps:

  1. Promote the right offer
  2. Don’t confuse your prospects with too many options
  3. Include “what’s in it for me” benefits for your prospects
  4. Give your prospects a clear call to action
  5. Don’t include hype in your sales presentation

When you follow those five steps, you’ll rarely have to fix weak ad copy. In fact, your ad copy will turn prospects into customers. In turn, those customers will come back again and again, acting on your recommendations.

The exhilarating feeling of cash flow will be a reality! The end result will be prosperity.

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