1. Writing Effective Ad Copy
John Silverio

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

3. 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

4. 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”

5. 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

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

7. 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

8. 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

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

10. 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

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

12. 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