GLADE FOR YOUR ADS
You wake up one morning and your spouse says, "Good morning, Dear. The
sun is out. I hope you have a nice day. Call me." Then your spouse
leaves for the day. Your heart is warm and fuzzy because you were
wished a nice day, and you smile because you received an invitation to
call.
The next day your spouse says, "Good morning, Dear. The sun is out. I
hope you have a nice day. Call me." You think it's odd that the same
words are repeated, but you shrug it off and go about your business,
still feeling a little warm and fuzzy at the sentiment.
By day 30 of hearing, "Good morning, Dear . . ." you'd be very annoyed
that those are the only words your spouse could say. You would want to
hear something different. You'd want a conversation with a real
person.
By day 45, you'd be tuning your spouse out altogether. You wouldn't
hear a word that was being said because you've got it memorized.
How long do you think your relationship would last?
I subscribe to a number of ezines. When they arrive, I scan them for
important messages from the editors. Then I print them off because I
can't read well on the screen. This lets me read them later, as I can,
when I am not near my computer.
OK. I'll admit it - I'm about 6 weeks behind in my ezine reading. But
I'm still reading each and every one. I was trying to catch up a
little on my ezine reading this past weekend when I noticed something
interesting.
I'm pretty familiar with the ads of my loyal subscribers because I
process them all as I put my ezine issues together. When I was reading
through my backlog of ezines, I recognized a number of ads because
these ads are the same ones my subscribers are still using - 6 weeks
later!
Just like you wouldn't like to hear the same words from your spouse
over
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and over, neither do your customers or potential customers want to
see your same ad over and over. When they do, after awhile, they tune
it out altogether because they've read it so many times.
If you are using the exact same ad you were using weeks or months ago,
then I strongly suggest you consider using a freshener on your ads.
1) Take a look at your product or service with fresh eyes. Make
believe you've never seen it before. What stands out to you about the
product or service?
2) Spend some time listing every word and phrase that pops into your
mind to describe the features and benefits of your product or service.
At this point, nothing is too silly or outlandish. Your personality is
going to shine through. Don't be scared. That's OK.
3) After you've developed your list, begin narrowing it down to those
words and phrases that are feasible to use in your ad copy.
4) Use this second list to find your Unique Selling Position (USP).
Identify those words and phrases that will give a unique twist to your
ad copy.
5) Using these identified words and phrases, update your website, your
sales letters, and your ad copy. You may have a long enough list from
Step 4 to freshen your ad copy several times before using up all the
words and phrases.
6) When you've depleted all the words and phrases on your list, go back
to Step 1 and start over.
Follow these steps, and it will be like using the air freshener Glade
on your ads. This will keep your ads fresh, interesting, and
clickable. After all, isn't that the point?
About the Author
Sharon Dalton Williams is a Christian freelance writer whose
goal is to change the world one word at a time. Subscribe to
her weekly column, *From Sharon’s Pen,* at
http://www.sharondaltonwilliams.com.
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