Write Effective Ezine Ads…& Then Some

When writing an ezine ad, many people make the mistake of trying to sell their product directly. However, this approach is often ineffective. Here’s why: if it takes an average of seven exposures for someone to purchase a product, trying to sell on the first ad is unlikely to yield results. Instead, focus on building a relationship by offering something valuable in exchange for their email address.

 

Here are the key steps to follow:

  1. Get Their Email Address
    Offering something in exchange for an email address is much more effective. Think about it: “The way to a person’s bank account is through their email inbox.” A common tactic is to offer a free, exclusive, or valuable report related to your product or service. People love exclusivity, and offering something that is fresh, new, and valuable will help convince them to share their email address.
  2. Create a Powerful Headline
    Your headline is the most crucial part of your ad. It needs to grab attention immediately. If you can’t get the reader’s attention with your headline, then your ad is unlikely to succeed. Focus on listing the benefit of what you’re offering, not just the feature.

    • Feature: 7 secrets to an instant traffic stampede.
    • Benefit: Dramatically increase your website traffic.

    Good examples of headlines could be:

    • “LOOK! Dramatically Increase Your Website Traffic”
    • “FREE! Dramatically Increase Your Website Traffic”

    Using capital letters and quotation marks around the headline can increase its impact. For example:

    • “FREE! Dramatically Increase YOUR Website Traffic”
  3. Focus on the Benefit
    After grabbing attention with the headline, explain the benefits of what you’re offering. Keep it simple, and avoid being too detailed about the features. People care more about how the product can help them, not just the features it provides.
  4. Make Your Offer Stand Out
    Use special characters (e.g., *, #, $, !) to make your ad stand out when it’s placed next to other ads. If the publisher allows it, this can create a visually distinct ad that attracts more attention. Alternatively, use white space to separate your ad from others, making it more noticeable.Example: “FREE! Dramatically Increase YOUR Website Traffic”

  5. Be Consistent and Track Your Ads
    Consistency is key when it comes to running ads. Keep your ad in front of readers regularly, and be patient—results take time. Additionally, track your ads to measure which ones perform best. Tools like NetQuantify are helpful for tracking ad performance and optimizing your approach.