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Loose as in Goose Marketing Articles | January 13, 2002
When writing ... ... ad copy, how you convey your message and your words are what count. When you get down to it, isn't it all about what you say and how you say it? A good ad stands out


When writing anything, especially ad copy, how you convey your
message and your words are what count. When you get down to it,
isn't it all about what you say and how you say it? A good ad
stands out from the crowd. The reader is compelled to take their
time and actually read it, while quickly passing by the others.

My position is that first, your ad copy must be short, to the
point and have no spelling or syntax errors. Well, in a recent
article, I goofed. I wrote - "I try to keep articles around 700
words, as ones much longer seem to drag, and quickly loose the
readers interest. What I meant to say was "lose the readers
interest". This was a case of "fat fingers", and of course spell
check didn't find it.

I usually have my articles proofed by someone else, but was
running late that week. I read it over several times, but once
you make an error, the odds of finding it diminish with each
reading. I guess this all goes to prove, that the concept of
having someone else read your copy, is really the best idea.

Let's talk about some of the things you must take into account.
You need to ensure your message is read, otherwise you are simply
wasting your time and advertising dollars. In order to do this,
your copy must stand out from the rest. There are a number of
ways to do this, and contrary to what many of the "pundits" say,
there really is no magic formula.

If you are in business, you should subscribe to a number of
ezines. Take care to read the ads, and see which ones get your
attention. There are some very good copywriters, and you could
do well to learn from them. Keep an electronic scrapbook of ones
you feel are worthwhile.

Any good copy should entice a prospect to click on the link and
open it. Whether you wish to point them to a website, or request
an email from you, it is critical that you make this easy for
them. Always list your web site with the http: in front of the
URL. Example - - This allows them to
simply click on it, and they will immediately be taken to your
site. Likewise, always include mailto: in front of your email
address - as this will
open their email client and easily allow them to send you an
email.

So once you get your ad copy written, where should you advertise?

Ezine advertising is affordable, fast and effective. It allows
you to get your message in front of your potential customers
quickly and easily, wherever they are in the world. Ezine
advertising should be high on your list of advertising methods.

On the other hand, email advertising (spam) is becoming passe'.
This has resulted in overflowing inboxes across the globe, and
essentially means that your e-mail message is competing with
hundreds of others to gain the attention of the reader. Most
people simply hit their delete key as fast as they arrive.
Others, myself included, filter out the majority of the spam
automatically, and it is never even seen.

The best use of e-mail is to respond to a prospect's request for
information, follow up with former clients or contact your
existing customers. Former and existing customers are normally
your warmest market.

You can write articles in your area of expertise, and send
them to your own list of ezine editors. The articles should be
non-commercial, and not be simply ads for your business. Most
publications however, allow you include your authors credits at
the end of the article. This again, should not be blatantly
commercial, but can invite the readers to your website or to send
you an email.

There is another effective technique that can be used in emails.
You should create and use a signature file to go at the end of
every email you send. Most email software allows you to do this
automatically.

If you post to discussion boards and forums, include a "sig" file
on your postings. It should always include your URL and be no
more than four or five lines. The cardinal rule is that your
"sig" file, should not be longer than your posting. One line
postings with a six line "sig" file, will quickly draw the ire of
the others in the group.

Being "Loose as in Goose" might be acceptable when conversing with
a friend, but if you hope to attract people to your offers, you
must get your act together. If you don't, you will quickly
"lose" your prospects interest.

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