From DEMC.com
Your Ad Isn't Working? Here's How To Fix It
By Kevin Nunley
Sep 7, 2005, 17:00
Ever send out a sales letter or place an ad that doesn't
get any response? Most of us have. And just about everybody figures the lack of response is because nobody wants the product or service, or the advertising medium doesn't reach the right people, or the ad didn't have enough sizzle.
Frequently none of those reasons are the real problem. As
often as not, people don't respond to an ad because they
don't understand the language the ad uses.
Here's an example of how this problem occurs:
Years ago I was a radio DJ. I remember asking listeners to
call in to win a vacation to Hawaii. Normally the phone
lines would have been jammed with people trying to win, but
this time nobody called. When we played back the tape, we
realized I had mumbled the announcement asking listeners
to respond. Listeners weren't calling because they didn't
understand what I said.
Here are two problems to look for in your ads, letters, and
web pages. These are the two main reasons people don't
understand your information or your offer.
1. Watch out for jargon. It tends to creep into our language no matter what business we're in. When I meet with teachers at my kid's parent conference, they use a lot of terms and codes I don't understand.
We tend to do the same thing in business. A letter or email
to a customer can use business-speak phrases like "in our
considered opinion" and "enclosed please find." Simplify
these into everyday language: "we think" and "here is."
Often we use jargon and complex phrases in an effort to
seem smart, serious, professional, or give our ideas more
weight. While that may be a smart thing to do when
communicating with other workers in your field, customers
react best to straight, plain talk.
After you write something, try to speak the same ideas. If
you are saying something you wouldn't say in normal
spoken conversation, change it to sound more natural.
This ability to put even complex ideas into everyday
language is the hallmark of many successful politicians.
They know their careers depend on helping voters connect
with their ideas.
2. Be careful with copy that is intended to be cute or funny. Most copy of this kind relies on a play on words or an inside meaning we figure most people will understand.
The problem is many people won't know the inside meaning or
won't get the play on words. Often, they'll read the words
wrong in their mind coming up with a meaning that makes no
sense.
And what happens when copy doesn't make sense? Your ad gets
deleted, sales letter goes in the trash, and visitors quickly click away from your sales page.
Finally, please remember most of your prospects and customers are in a big hurry. Make it easy for them to QUICKLY understand your information and your offer.
* Put your best stuff first so people can find it fast. If
your low price is the main selling point, give readers the
price right at the top of the ad. If your great service and
follow-up is tops, be sure to mention that early on.
* Keep words simple and sentences short. This helps even highly educated customers read your copy fast. Originally I wrote articles for print publications read by audiences with low education levels. I kept my language simple so that the audience would understand. What I didn't expect was busy CEO's started telling me they liked the articles -- because they could read them fast.
For copy that gets attention and sells, insist on writing that is easy to understand and quick to read.
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Kevin Nunley has written sales letters, ads, and web pages for thousands of clients. See his affordable copywriting deals at http://DrNunley.com Reach him at kevin@DrNunley.com
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