TOP 3 TIPS FOR EFFECTIVE TEXT ADS
Plus 3 for 2 special offer on advertising in WordBiz Report

Pub Note: If you have no interest in placing text ads in WordBiz Report or in any other e-newsletter, stop reading here! This quick tips issue addresses best practices in crafting text ads and landing pages. And also describes a special advertising offer in WBR (Save up to $1,950).

By coincidence I got a call at the 11th hour from a Microsoft ad rep asking if we had space in this issue for a text ad. We did and that's why you're seeing Microsoft as the top sponsor.

It's also a pretty good ad: the offer (a sneak preview) conveys urgency. It includes something tangible (a webinar and the chance to win a Tablet PC). Finally, the click-through link reiterates the "benefit" (being first) while also reiterating "do it now."

Yours in the business of words online,


Publisher, WordBiz Report
+1 202.333.2022


TIP #1: You need a useful, tangible offer

Online text ads are a form of direct response marketing. Your goal is an instant click. NOT a sale; nor even a lead. That's the job of your landing page. You're not looking to get married. Nor to go out on a date that requires preparation and decision-making.

The most effective offer is one that screams,"You get... " Not: "Let us tell you about our fantastic company and our products and services." Instead, "Here's what you get right away when you click through." In B2B (business-to-business) it means something useful and educational.

Does this sound like a micro way of looking at text ads? It is. You're looking for a baby step. Or a "shy yes," as marketing mentor Alex Mandossian puts it.

Your offer should be something tangible as well as relevant to the interests of the newsletter audience. A downloadable PDF almost always inspires a click. (It's proven particularly successful with WordBiz subscribers.) You can't lose with a white paper or tip sheet titled: How to... Top 10 Tips... Checklist for...

TIP 2: Make it oh so easy and quick

This applies both to the logistics of fulfulling your offer AND to the mental image you create in your copy.

Streamline the number of steps it takes for a visitor to click through to your landing page, give you their contact information (don't ask for too much) and then click to a second page where you provide a link and clear instructions on how to download your PDF white paper or tip sheet.

Does the copy in your ad conjure up an "offer" that's quick and easy to get? Offering a free trial for 30 days of your service may sound valuable. But it requires time and effort. The reader must go through multiple steps to learn more, to get signed up, and perhaps even speak with a sales rep. Too much work. Make it clear that your reader can obtain your "offer" in less than a minute.

TIP 3: Continue the conversation on your landing page

Remember, the click-through is not your end goal. If you can customize your landing page for each campaign, do so. Reiterate your offer. Emphasize its value. Make it crystal clear what your visitor needs to do next - and why it's worth the effort. The landing page is where you convert a click to an initial "conversion."

If you're asking for an email address in return for giving them access to your PDF tip sheet, be sure to state your privacy policy. Or make it clear that you have one.

Follow these three simple tips and watch your click-throughs and conversions markedly improve. It takes attention to detail and sound WIIFM ("what's in it for me") thinking to make text ads effective.

Download these three tips as a PDF.

EXAMPLE OF AN EFFECTIVE WORDBIZ TEXT AD

The top position ad below was placed by Joel Bines, president of Crossover Solutions and its ExpressWeb minisites.

The ad had a click-through rate of nearly 2 percent (over 222 unique clicks). Of those, 154 completed the sign up process on the landing page. That's an initial conversion rate of about 70 percent.

Here's the ad, exactly as it ran:

Bines told me he expects a "10X ROI" on the text ad above. That's ad jargon for a return on investment that's 10 times the cost of the campaign (in this case, the price of one ad insertion plus licensing my e-book).

He's expecting to close two sales with total revenues of $13,000 to $15,000. Not bad for a 50-word text ad.

View my critique of ExpressWeb's effective landing page.

Yes, you may license my shorter e-books to use as a special offer. Email if you're interested.



3 for 2 OFFER ON WORDBIZ TEXT ADS

Expires midnight (U.S. Eastern) Oct. 21st, 2003.

The big discount
Have you been considering advertising in WordBiz Report? Now is your moment. For the next five days, you can purchase and reserve full-size text ads at a huge discount: get three ads for the price of two.

Want to be top dog? You can grab the top-position ad through the end of 2003 for a savings of $1,950. Note that the second and third position ads also perform well, depending on the strength of your offer.

Get the details

Why you should consider advertising
With the right offer, your ROI on WordBiz advertising can be exceptional. See the example above.

Crafting your offer
If you're interested in licensing one of my shorter e-book reports as a "giveaway," email me or call +1 202.333.2022.

What to do next
To lock in your preferred dates and ad positions, follow this link to find out more and pay securely online. If you prefer, we can fax you an insertion order/invoice. You may also pay by check. Whether you pay online or by check, payment is required before publication of your ad.