Copyright 2006 Jason Seib
Nick Usborne hit the head on the nail.
On the back cover of Usbornes 2002 book, Net Words, he said, bells and whistles may grab a customers attention, but words make the sale. Well repeat: words make the sale.
Say you have a laptop to peddle online. Youll take good care of it, no doubt, so that it reaches the buyers hands in excellent condition. But wait. Before you can even sell it, you must tell cyberspace about it. Gigabyte hard disk and random access memory are attractive features. Fine, thats a lot of processing power. You do have a hot item there.
Fact: most online shoppers have a short attention span. The idea is to make them read YOUR ad among the 25 others on that page.
Taking this fact and Nick Usbornes wisdom, how does one grab a customers attention with the properly-crafted ad? Better yet, how do you make him click the BUY button?
Before tackling the fundamentals of effective ad writing, Usborne cited a statistic worth remembering: the average American is bombarded with about 3,000 separate advertising messages a day. Multiplying that by 365, thats over a million messages a year.
Writing that ad -
Match your words to the product. Not every Tom, Dick and Harry is familiar with all the technicalities of a laptop, but it is safe to conclude that those who are looking to buy a laptop would be curious about
- software, - hard disk memory and RAM (most laptop buyers have already used desk top computers so theyre coming into the laptop universe already aware of what constitutes processing power), - weight (lugging 7 pounds across the Pacific is no laughing matter) - years used
Attitude - give the reader the impression that youre smiling. A frown or a grunt is felt in the wording. Its like saying, just want to get rid of this laptop, ok?
Brevity, essential specs, price (and if negotiable)
Freight/payment arrangements/contact details (let the customer know youll be glad to send it free, that he has a few payment options to choose from in fact the more, the better) and if hes not happy with the goods, where he can reach you).
Applying theory into practice, two examples are given below. Guess which one is likely to be read twice?
Example 1: Top brand laptop, slightly used. 1 Gig memory, 256 RAM. Software included. Bought $2,300, sacrifice $1,500. PayPal only. No credit cards. Call XXX 7-9 pm Wednesday and Thursday only.
Example 2: Download your biggest files and watch DVDs on the plane even without power! Three-hour battery integrated. Sharp monitor. Five pounder. IBM R51, 1 Gig, 256 RAM. 2 years old. Word, Excel, Powerpoint and Access. $2,000, negotiable. Freight free. All credit cards + pay pal and bank transfer. Call XXXX anytime. Leave message, Ill call back!
Brevity does count, sure, but example 1 had vague written all over it. What does slightly used mean how many years has it been pounded on? What software is included? Hasnt he heard of credit cards? He wont be home when I call to ask questions. |
