“How to Write Killer Online Ads.” “The Psychology of Writing Killer Ads - The advertising market is a fast moving place. You either grab people's interest or you lose them.” Our goal is to help people become better marketers online. Offering practical step-by-step instructions. Whether for their own current business – or if they want to join us. The most detailed, comprehensive GUIDE I’ve seen to learn how to write Killer Ads, that actually work! Enjoy, Cory Alan [email protected] Discipline is the bridge between goals and accomplishment. Jim Rohn Don’t wish it were easier, wish you were better. Jim Rohn 1 “How to Write Killer Online Ads.” “Good Advertising Does Not Just Circulate Information It Penetrates The Public Mind With Desire and Belief.” Advertising Psychology and Techniques That Generates POSITIVE ROI In Google PPC Facebook PPC, Classified, Ezines and Everywhere. Your Copy Provided By: Cory Alan Mentor, Partner and good friend of 10 years along with (310) 544-3200 wife Jacqueline Ferrari www.coryalan.com Riccardo Ferrari, Author Copyright 2009 – All Rights Reserved – Wave Marketing, Inc. Riccardo Ferrari 2 Copyright© - No Resale Rights – Yes Full Give-Away Rights This e-book is copyright protected. You cannot amend, modify, quote or paraphrase any part or the content within this e-book without the consent of the author or copyright owner. You do not have resale rights, but you do have give- away rights without any modifications including the links. Legal action will be pursued if this is breached. Please appreciate the hard work done. If you see this information somewhere else please send an email to [email protected] and help us stop Internet piracy. Legal Notice The Publisher has done everything possible to be accurate in the creation of this report, but does not warrant or represent at any time that the contents within are 100% accurate due to many factors and also the rapidly changing nature of the Internet. The Publisher assumes no responsibility or liability whatsoever and will not be held responsible for any losses or damages of any kind incurred by the reader whether directly or indirectly arising from the use of the information found in this report. The reader assumes responsibility for using the information contained herein. The author reserves the right to make changes without notice. There are no guarantees that you will make any money with this information. Internet marketing can be difficult and time consuming. Your earnings are solely dependent on your personal efforts, time and dedication. Trademarks This e-book mentions names of individuals, products, companies and services that are not trademarked by the author and belong to their respective companies or individuals. They are mentioned in this publication for information purpose only and not to affect endorsement or validation. About The Author Riccardo Ferrari is a successful marketer with over 27 years of experience. As an expert in online marketing, advertising and blogging he provides cutti ng-edge information derived from years of hands- on experience that can help you achieve serious results. http://www.RiccardoFerrari.com 3 Introduction Are classified ads still popular? In 2003, according to market researcher Classified Intelligence, the market for classified ads in the United States was $15.9 billion (newspapers) and $14.1 billion (online). The worldwide market was estimated at over $100 billion. The Kelsey Research Group lists online classified ads as being worth $13.3 billion (2006), while Jupiter Research provides a conservative appraisal of $2.6 billion (2005) and the Interactive Advertising Bureau lists the net worth of online classified revenue at $2.1 billion (April 2006). Newspapers have continued their downward trend in classified revenues as Internet classifieds grow. Classified advertising at some of the larger newspaper chains has dropped 14% to 20% in 2007 while traffic to online classified sites has grown 23%. Goggle PPC - Online ads are dominated by Google AdWords with grossing revenues of $21 billion, which makes it the dominant online ad platform. Facebook PPC is becoming extremely popular with revenues estimated at $1.7 billion (as of this writing) and rising rapidly. Facebook is not a search engine, the ads require different techniques and sales funnel than Google. Facebook ads also allow an image, which greatly impact the outcome of the ad depending on the image you choose. LinkedIn PPC – LinkedIn has and adverting posting features based on keywords and other targeting filters that narrow down your ideal prospect. It‟s very valuable in connecting with business people in you niche. YouTube PPC – YouTube is the second largest search engine in the world and also a social media network. They recently added the ability to post PPC ads. You can target just about any niche you want. Ezines are a very popular way to advertise on the Internet. I included a long list of directories at the bottom of this report. UsFreeAds.com receives a lot of traffic and I highly recommend you get at least their Gold membership for $10 a year (the $10 a month plan is even better if your budget permits). 4 You‟ll need at least the $10 per year membership to be able to post your website links in your ads. You get the best results with Usfreeads.com by placing FEATURED ADS. I wrote this report because these questions come up every day in nearly every prospecting and training conversation I have. Where do you advertise? How do you write good ads? Do you know a good ad that works? Which ads work the best? Good questions! In this report I will teach you how to write killer ads and the techniques involved. I also provide many samples for the work from home and business opportunity industry. You can use the same principles and techniques to write ads for PPC, ezines, banners, headlines for web copy, subject lines for emails, tweets in Twitter and much more. I have also included a valuable resource page at the end of the report. Advertising Is Tough, You Have to Be Good! Advertising is a risky business. Most people lose money at it. The few who make more money than they spend enjoy a superior position in the competitive world of business. Unfortunately, too many people in the home-based business industry “wing it from the hip” and because that doesn‟t work, they get discouraged and quit. You see, what you may “think” will work and what actually works are usually quite different things. I hope this report will close the gap for you. Claude Hopkins says that advertising is a science. There are definitive principles and laws that, once mastered, will make a huge difference in the outcome and can be learned by anyone. Advertising principles are the principles of salesmanship. The only purpose of advertising is to make sales. Make the prospect take action on the benefits and gains that are important to him or her. Advertising is profitable or unprofitable according to its actual sales. 5 Most people are looking for a silver bullet - the magic ad that will generate a ton of calls and make a bunch of money this week. The reality is prospects buy when they are ready, not when they see your ad. So, other than the quality of your ad and your specific USP (Unique Selling Proposition), which both have to be good, “consistency” has a lot to do with success in advertising. Prospects must see you when they are ready to buy. If you are gone, they‟ll buy from someone else. You sold them the first time, but you are not the one that gets the gold. But hey, if you have a lousy ad, then consistency is not going to save you. And if you have a lousy USP, a great ad is not going to save you either. If you have a great USP, but a bad sales funnel, the sales still won‟t come in. You are taking the horse to water, but he‟s not drinking it. To make sales you must consider the synergy of your ad, USP, sales funnel, and consistency all working together. One ties into the other and it all must lead to making the sale. At the end the underlying most important principle of advertising success is this: YOU MUST MAKE MORE MONEY THAN YOU SPEND. Otherwise, you will be forced to make cold calls or go out of business. Advertising That Leads To Positive ROI In the average home-based business, especially in the “make money from home”, “business opportunity”, and “network marketing” niches, it‟s challenging to have a positive ROI (Return On Investment) because a business opportunity is not a direct sale. People don‟t sign up right way. They have to go through an information process. Your prospects may be looking at different opportunities and get caught up in the web carnival atmosphere with every guru barking for his or her attention. Many people have to enter your list and must be followed up for a period of time before they join your opportunity. The easiest way to have a profitable advertising campaign is to choose between two different scenarios: 6 1. Don’t advertise your opportunity first. It‟s better to capture leads and make sales by advertising a tool or an information product, and/or a lead generation system, or something of value that your niche “wants now” and is willing to buy without thinking too much, and then back-end the leads into your opportunity. This is my favorite way of generating leads along with WordPress. This way, even the people that don‟t buy your opportunity are still profitable customers in your system and you don‟t lose money in advertising.