Writing and producing compelling advertising copy for your online marketing and Internet Home Business requires clear communication. Don't beat around the bush: tell your prospects what you are selling or what action you want them to take!

© GT Bulmer
http://www.StarrBizz.com

I can't tell you how many times I receive or review some form of promotional advertising that is totally unclear as to what it is trying to sell, or who is promoting it, or why I should care about the product, or how to get more details.

It could be a marketing email or a sales page on the Net or a promotional piece I receive via snail mail - you remember what snail mail is, don't you? That stuff you have to retrieve from a physical mailbox and actually touch with your hands? The problem with providing a clear sales message occurs even on television.

I can't believe how much time and money is spent on creating ad copy, or some other promotional piece, without making sure a clear message is being delivered.

Yesterday, I received a promotional piece in my snail mail that came from a government department, as it turned out, which means that my tax dollars helped pay for it. It was very colourful and was filled with information, but I am still trying to guess what the purpose or the bottom line message was.

I could quickly tell it was health-related. I "think" it was intended to promote a greater awareness of the benefits of a healthy lifestyle ... but I am not certain. It wasn't clear. The text looked like it was trying to cleverly, with tongue in cheek, present the real message by making it sound like something entirely different. Almost a "reverse psychology" kind of tactic.

But, I gave up reading the piece, gave up trying to find out exactly who sent it and what the real message was. The only identification and contact info I could find was a website given at the end. I don't remember what the URL was and can't get it now because I threw the piece away in frustration. I know it was a government department, but that is all I know.

Obviously, some highly paid copywriter thought it was a clever idea and some government official bought into it. And I helped pay for it.

Somebody should have taken a step back, considered today's busy reader who has a very short attention span, and said, "We had better add something at the top that tells what this is, why we are sending at and what the reader should do about. Then we can launch into the clever word play."

Here's an example from television. I don't watch much TV, but I've heard of new Microsoft ads that feature Bill Gates and Jerry Seinfeld. According to earlier reviews, the initial ad didn't really say anything relative about Microsoft products or services. Competitor ads talk about features, benefits and comparisons to Microsoft products. But in the Microsoft ad, nothing. No purpose to the ad. Nothing compelling or memorable, aside from the two characters interacting.

My Ad Copy Tips For Clarity

My recommendation for advertising of any sort, whether it is for Internet Marketing, home-based business or whatever, is to give at least some hint at the beginning of what the main message is, or where it may be leading. Don't risk frustrating potential prospects who likely have short attention spans and low tolerance levels.

Early in the message, offer at least some detail that highlights the key benefits or features.

At strategic points throughout the message, tell the prospect to "buy now," or "click here," or "sign up today" or whatever it is that the advertising piece has been designed to do.

Be certain to prominently include your contact information, or website info, or some source of information to clearly identify yourself. Show it a few times in conspicuous spots; don’t make your prospect hunt for it, or wonder which hyperlink on the page is the one to get to you.

Ultimately, before you approve your ad copy for print or publication in any medium, step back and review it from the point of view of one of your prospective customers. Does the opening message capture your attention in a way that clearly tells you this is something you need to continue reading?

If the message is not clear, then you had better head back to the drawing board! The success of your Internet Home Business marketing efforts may depend on it.

Sincerely,
GT Bulmer
www.StarrBizz.com - Internet Home Business Ideas and Opportunities

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