In an earlier post, we took a brief look at the top five secrets to increase conversion rates. Now you probably want to know more detail about implementing each of them. Secret number 1, win their attention, sounds simple enough on the surface, but how do you actually accomplish it? Here are a few tips for making your display ads really work for you and your business.
1. Do It in 5 Seconds
Okay, you have 5-7 seconds to get your reader’s attention. So, how do you do that? Make sure your keywords are loud and proud in your headlines. Yes, that sounds pretty basic, but it is amazing how many times even professional copywriters forget that simple rule. If you’re specifically trying to sell organic dog food, make sure you feature organic dog food, not just dog food, in your headline text.
2. Sell the Sizzle, Not the Steak
I have heard that old adage since I first started in advertising, but it still has merit. “How will I benefit from this product?” is the real question your customer wants answered. Tell them why your product will make their life better. Will it save them time or money? Will it last longer? Will it make them healthier, wealthier or wiser? Spell it out in simple language. They don’t care that it will make you money, they want to know what’s in it for them.
3. Tell Them What They Need To Do
Make sure your call to action is loud and clear. Give them specific directions. Tell them why they need to do this and then tell them how to do it. Include the next step instruction in a firm tone. “View catalogue now” or “place your order here” leaves no confusion in the customer’s mind. They know the next step to take.
4. Don’t Ruin It with Bad Writing
If you know writing is not your forte, hire someone to do the writing for you. Grammatical errors and misspelled words are very distracting to many people, and you will lose their interest right away. After all, if you don’t care enough to write your ad correctly, how much will you care about their order? That is the impression a badly written ad gives to consumers. If you have to spend a little to get it right, then do it. The small initial cost will more than pay for itself in the long run.
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This post was written by dbaugher on August 9, 2008
