Are you getting your share of the fortune to be made writing text ads?Writing Killer Text Ads: Proven strategies for writing text ads that trigger response, increase page views and generate revenue
Order this 90-minute webinar today, co-sponsored by Mequoda and SIPA, and discover how to write text ads that can generate millions in revenue.Dear Publishing Colleague, For sale: Baby shoes. Never worn.
This short story, allegedly written by Ernest Hemingway to settle a bet, is the soul of brevity, yet is has the power to evoke curiosity and emotion. It should serve to inspire every modern direct response copywriter. Why? Because at no other time in history has the ability to write very short, succinct copy been more valuable. “Melts in Your Mouth…Not in Your Hand” This headline, written more than 50 years ago by the legendary Rosser Reeves, created so much appetite for M&M’s chocolate candy that they had to build a new factory — to supply demand. Fast forward to 2010: Billions of dollars are being generated on the Internet with small text ads — perhaps as much as $100 billion annually. It’s true. In the new world of digital marketing, text ads have now surpassed display ads as the most effective and widely used online advertising medium. Traditionally in direct response marketing, the first sales letter or package is sent without a test to establish a “control.” Generally, marketers use their best guess to choose the “control” package, but this does not necessarily result in the most accurate results. It only serves as a benchmark or starting point. So the “control” is the first effort. Any subsequent effort that beats the “control” in performance (converts at a higher rate) becomes the new “control” against which subsequent efforts are measured. High-design, long-text, hard-to-produce display ads are dead. The publishers who are still pouring money into display advertising are getting little, if any return on investment. Less is more. Short-attention-span text ads work. Text ads are the new control. The result: Copywriting now reigns supreme. But only if you know the new formula and proven strategies. You can spend 90 minutes with Mequoda’s Don Nicholas and Peter A. Schaible as they introduce you to the new art and science of writing text ads — the most effective technique for generating revenue online. [bttn_webinar] Who’s making money with text ads?At $20 billion annually, Google is the all-time, revenue–producing website. Google eclipses Yahoo! ($6 billion) and the next 30 websites combined. What’s different about Google? Text ads! Google doesn’t take display ads. The Interactive Advertising Bureau says that in the first six months of 2010, individuals and businesses spent approximately $12.1 billion on online advertising. That’s a record and an increase of 11.3 percent increase over the first half of 2009. Search advertising remains the largest percentage of overall interactive spend at 47 percent, representing more than $5.7 billion for the first six months of 2010, up 11.6 percent from the same period in 2009. Research firm SearchIgnite estimates Google’s share of U.S. ad spending among search engines rose to more than 80 percent in the third quarter of 2010. More than $5.7 billion was spent on search advertising in just the first six months of 2010, of which more than $4.5 billion was spent on Google AdWords! And SearchIgnite reports that early data coming out of the Bing and Yahoo! alliance reveals that the partnership is showing strong results for advertisers thus far, boding well for Bing to become a viable competitor to Google in the future. But it’s not just Google and Bing. At the Motley Fool, the in-house ads, and the ads they run on other websites, are IAB banner configurations in which the publisher displays text. Perhaps no one on the planet is better at writing text ads than the marketing staff at the Motley Fool. They have built a $100 million empire using text ads as their primary new customer generator. [bttn_webinar] Text ads could be the most difficult — and most lucrative — copywriting assignment you will ever have.If you are selling anything online in 2010, you need to become an expert at writing text ads that attract reader attention, communicate a succinct message, and persuade the user to take immediate action. And you must do all that in a very limited number of words. The harsh discipline of writing for a very constrained space forces you to produce the best work you’ve ever created. Writing text ads is not particularly difficult. But it is different from what you may think…and it is a rare skill. If you’ve been trained in a traditional ad agency…where display advertising was the norm…where copywriters reported to art directors…you’re in for a surprise. If you were trained in long-form direct response copywriting, you have a new skill set to master. Because while it’s relatively easy to overcome a customer’s objections with long copy, it’s very different (and challenging) to do it in 95 characters — the length of a Google AdWords text ad. And while this webinar will focus on writing Google AdWords text ads, the same skills can be deployed in other areas. The inline ads that drive millions of dollars in product sales are text ads. They’re generally a captivating headline, a couple of lines of benefit-laden body copy, and a call to action — the same as Google AdWords. The same skills needed to write an 95-character Google AdWords text ad are those you need to write a 140-character Twitter message…or an effective, 55-character email subject line…or an inline text ad in an email newsletter or blog post. Writing effective text ads requires creativity and precise wordsmithing skills. But there’s a formula for success. When you discover the formula, it’s easier to duplicate. [bttn_webinar] Can you afford to miss the opportunity to discover these powerful text ad copywriting secrets? In this 90-minute webinar, Don and Peter can show you the proven methodology for structuring text ads with maximum impact, including:
Bottom line: If you aren’t using text ads yet, you will be soon. Don and Peter can help you get started. Cordially,
Kim Mateus [bttn_webinar] |
[bttn_webinar] Speakers:
Peter A. Schaible Chief Copywriter Editor-at-Large
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