Internet Marketing Information and Resources

When it comes to writing direct response ad copy, there’s more to it than most people think. After all, it’s not about being pithy, funny or clever. It’s about getting the response.

Every potential customer that reads your ad, starts from a position of no action. Using nothing more than words and phrases, the copywriter’s job is to overcome human inertia and generate a very specific action. We want the prospect to response (i.e. fill out a form and click the submit button).

Fortunately, there are some special words in advertising that help things along. These words personalise the copy, and inject urgency. They help persuade the prospect that action is in his/her best interests. These words are…

• Instant
• You
• Secret
• Now
• Fast

There are others words and phrases that help build excitement, overcome human inertia and generate action. In fact, there are lots of different words and phrases you might use. Far too many to include in this article. These 5 are enough to be going on with. So let’s get started…

Instant

Most people have neither the time or patience to wait. If you’re making me an offer, you better be able to supply it as soon as I’m ready to buy. This is especially true for the Internet, where instant delivery of digital content is the norm.

Here’s an example of how the word ‘instant’ strengthens copy…

1. Make $500
2. Make $500 instantly
3. Make $500 this instant

Each of these 3 examples is incrementally more powerful than the one that precedes it. It’s easy to dismiss a ‘make $500′ claim. When you bring an offer into the present by adding instantly, it’s gains credibility.

In the 3rd example we use the verb ‘instant’, rather than its present participle ‘instantly’. Good grammar now requires the addition of the demonstrative pronoun ‘this’, which serves to inject more power by drawing attention to the word ‘instant’. Even better, the phrase ‘this instant’ leaves no room doubt. The benefit on offer will be granted immediately.

You

Personalisation adds power to copy by making it seem more relevant. For example…

1. This one jar will feeds a family of 4 all week long
2. This one jar will feed your family all week long

In the first example, the copy describes an architypical family of 4. This may or may not be relevant to you personally. And even if it is, a family is inherently less interesting (and less important) than your family.

Secret

Some target audiences respond well the concept of a secret. Whether you offer exclusive access to member-only information, or reveal the secrets used by pros, the resulting product is inherently more interesting. For example…

1. Recycled New Age Mysticism
2. The Secret

Now

The word ‘now’ brings your offer into the present. It ticks all the direct response copywriter’s boxes. It’s short, punchy and instant. Consider the following examples…

1. You save $100
2. You save $100 now

The word ‘now’ can also be used to imply something has changed, and tell the reader s/he ought to pay attention. For example…

• You get twice as much fun
• Now you get twice as much fun

Twice as much fun sounds good, doesn’t it? The sooner the promised fun is delivered, the better. Placing the word ‘now’ at the front of the sentence gives the copywriter a double-whammy, because it also implies something has changed (i.e. ‘now you get’, suggesting previously you did not get).

Fast

A protest leader will often cry ‘What do we want?’, followed by  ‘When do we want it?’ The answer is always ‘Now!’

If you can’t say ‘now’, try ‘fast’. Any non-digital product must be delivered, and pushes the benefit into the future. The copywriter must bring the benefit as close to the present as possible. For example…

1. Loose weight
2. Loose weight fast