How to Write Direct Response Ads 
Tip Sheet Credibility: 28
created by ryanhealy
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| Think of your ad as a "greased slide." Once your prospect starts reading, he shouldn't be able to stop. Ask yourself: "Is there anything in my ad that would cause my prospect to pause or stop reading?" If so, rewrite or remove the offending copy. Tip Credibility: 28 (Best Tip!) |
| Always include a guarantee that removes the risk of buying. Longer guarantee periods sometimes reduce refund rates, but it is often better to use a shorter guarantee period of 90 days or less. Tip Credibility: 19 |
| No direct response ad is complete without a crystal clear call to action. At the end of your ad tell your prospect what to do next. Example: "Click the link below to order now." The stronger and clearer the call to action, the more sales you'll make. Tip Credibility: 19 |
| Write a headline that gets your prospect's attention and compels him to read your ad. Ways to write a good headline: Make a specific promise with benefits, ask a question that arouses his curiosity, or challenge your prospect's core beliefs. Tip Credibility: 4 |
| The purpose of every word you write is to drive your prospect deeper into your ad. If you can get a prospect to read a couple hundred words, chances are he will read your entire ad. Tip Credibility: 4 |
| Think of how you can create an urgency to buy. For instance, can you set a deadline for ordering? Or do you have a limited number of units at a discounted price? Then say so. Urgency in an ad is what gets prospects to buy now instead of later. Tip Credibility: 4 |
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