I have read thousands of ad copies online and offlineover my lifetime. I have read excellent ad copies thatmade me buy right away and some that may have hada decent product, but had a poor ad copy that turnedme away.
Now that I am in business, I have written some of myown ad copies. Some of them have worked, some ofthem have bombed. The key is to keep changing andtesting your ad copy, don't just write one and thenstop. I don't have a college degree in copywriting, butI know to learn from the mistakes and never give up.
Below I've made a list of 42 deadly ad copy sins thatI've made over the years and that you can learn from:
no compelling headline
no believable testimonials
no sub headlines
no attractive benefits
no features
no strong guarantees
no asking or answering questions
no proof of benefits offered
no contact information for questions
no endorsements
no conversational writing
too long of sentences
no deadline to order
no free trials
spelling mistakes
grammar mistakes
too light of text
too dark of background
ad copy doesn't blend together
no breaks in ad copy
no bullets
ad copy in all CAPS
few ordering options
no visual aids
no comparison to competition
no reminding of benefits or deadlines
no information about your business
no appealing adjectives
no appealing phrases
too large of text
too small of text
no emotional appeal
too large of paragraphs
no story telling
no underlining or bolding of keywords
too short of ad copy
too long of ad copy
no facts or case studies
hard to understand jargon
no free bonuses
too low of price
too high of priceDon't get me wrong, not all 42 of my ad copy sins willapply to each and every ad you write. It is just a listyou can use in the future. If you currently have an adcopy, compare it to the list right now. Your ad copycould make or break your sales.
Good Luck with your online ad copies:)
Tim B. Miller
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