Focus on your customers need! What are they looking for? What is special on your website for your customers? Write a simple language with common words. Use verbs more often than nouns. Using verbs makes your texts dynamic. Propagate a positive message and avoid hype.
Follow the AIDA rule:
Attention:
Your ad needs to catch the attention of the audience. The title has to be determined with caution. Look at the title of this article as example. Why have you clicked to view this article? Does it exactly offer what your are looking for? Your ad title has to meet the people's need. You can use a question to awake the curiosity of the audience. You can use Overture and Google Adwords in order to find out popular phrases for your ad title.
Interest:
Your ad text should be convincing. You praise your produce or your website. Why should the people use your produce? What is special? How does your offer differ from others? What is your USP = Unique Selling Proposition? You may describe your produce with strong words, e.g. amazing, ultimate, superior, incredible, guaranteed.
Decision:
The audience has to be lead to a decision. Some advertisers give the impression of urgency. Here are some examples: “Join today and get a free ebook.” “Sign up and receive a bonus.” “Be among the first 500 to join.” “Limited time offer!” All these kind of phrases try to persuade the customers to make up their minds.
Action:
Every ad has to call for action. The people should know what to do. Following phrases might help: join now – sign up today – click to view – visit the homepage – etc. It is recommendable to address the audience directly with “you”. This makes the readers feel that the message is written to them.
Repeat and repeat
The people usually do not join or buy if they see your ad the first time. Your ad has to be displayed again and again. Some people visit your website several times, study your offers and deliberate before they decide. Look at TV advertisements! Even the famous brands with great marketing budgets have to repeat their ads again and again. The people have to get familiar with your ad, they need to gain confidence. Do not forget: Your ad text should be credible.
