Writing Effective Ad Copy John Silverio

Components of Ad Copy Headings Summaries Sentences Paragraphs Endings Hooks and jolts Summaries Blurbs Sentences Paragraphs Chunks and stacks Endings

Creating Killer Headings Undivided attention-grabbers Read like a short breath First couple of words are critical Need punch Single most important thing to write Impatient scan-readers need a hook First vital connection with readers

Rules for Killer Headings Compelling to act Clear and to the point Concise – 8 words or fewer Complete – Stand on its own Correct - No “Bait and switch”

More Details for Killer Headings Break every rule Use carewords Lead with need Congratulate the reader, not yourself Use the second person “You” Be positive Not read like a sentence Strip away redundant words

Proven Openings for Killer Headings Strong and captivating statement Personal reference Specific question From “Mentored by a Millionaire”

Creating Killer Summaries Line that “Pulls you in” Gives reader all the information they need to decide whether to read or not Sell Focus on the Who, What, Where, When, and How – The Facts Last sentence needs real punch 30 words or fewer

Creating Killer Sentences Should read like a comfortable breath Easy on the eye 20 words or fewer Make one key point per sentence Carewords at the beginning

Creating Killer Paragraphs 70 words or less Roughly 4 sentences Start with the strongest sentence with the strongest careword

Creating Killer Endings Never have a dead-end Always end with a “Call to Action” Allows readers to complete a task Create an emotional word picture

Test, Test, and Test Practice makes perfect Examine results on a monthly basis

Summary Word Lengths Headings – 8 words or fewer Summaries – 30 words or fewer Sentences – 20 words or fewer Paragraphs – 70 words or less Roughly 4 sentences