Method to the Madness - Art of Persuasion - Part 2

So you need to write some incredibly fascinating short sales copy and after looking at a blank screen or paper for more minutes than you care to count or remember, it's now time to concede that perhaps today is simply not "a writing day".

All that you needed for yourself or your client was perhaps just 2-3 seriously captivating lines of text or perhaps even less than just 10 simple words that summed up exactly that feeling of satisfaction that a potential customer should feel while devouring your product.

Cheer up, all is not lost, only an hour or two of non-productive down time. You can tell your boss later that you were meditating on the spiritual truths in advertising.

Ok, don't give up yet, perhaps you can draw some inspiration from what has worked seriously well in the past.

Do you know that most of us in North America over the age of 30 have each listened to millions of radio and TV ads which over time have programmed us to accept or respond positively to the jingle, phrase or tiny song being played?

From Campbells Soup to McDonalds to Zest Soap Ads etc., our brains have already found acceptance to tens of thousands of 2 line phrases based on mere repetition that sometimes runs into thousands of exposures.

Who can forget "30 minutes or its free ..."
How many of you have secretly wished that the pizza guy would have trouble finding your house?

So, how can you personally use this?

Google "jingle advertising"

Peruse these libraries of popular commercial jingles prior to creating your slogan or your pay per click campaign. Hitchhike or hijack the rhythm, beat and a few keywords/phrases from something that was extremely popular a few years ago.
Before I go any further, let me emphasize again, " A few years ago" {Nuff said}

How long backwards should you look?

Well, what is the age of your target demographic for the particular ad ?

Ahh, I see the light bulbs coming on. Keep those bulbs flashing ...

And I hear the objections already, "But my product appeals to people from 20 to 100"

Thats great, but why not write different ads or sales pages for demographics between 20 and 30 and a different ad or sales page for those between 30 and 50 and so forth.

Hint:
Both Google and Facebook ads allow you to target demographics based on age. Facebook may do a slightly better job.

Then surprise yourself and check your analytics to see if any age group buys more than any other -- and stop telling your boss that your product equally targets everybody.

Ok, so everything above sounds like very well ( or poorly ) written opinion right?
Talk is cheap, where is the proof?
Here is some evidence from Wikipedia. Quite entertaining too.
http://en.wikipedia.org/wiki/Jingle

But we are in a modern age now where testing theories like this can be done very, very quickly, right ?

Pay Per Click to the Rescue
Do some A/B testing using Google's ppc ( Pay per Click ) and I am betting that your new ad partially based on a very popular jingle will outpull almost anything else that you write by a factor of 50% or more.

What does this mean in real dollars?

Well, it could mean anything positive but a 3 line sales ad ironically enough doesn't actually sell anything.

The short ad should be simply a teaser to get pre-qualified people to go to the real squeeze page where you can either get their email and have your autoresponder continue to inform them of positive activities for a few weeks or brazenly try to sell them on the product right there.

A well known internet marketer reported actual sales in excess of 40% by using the former ( non-brazen ) methodology.

If you were being charged 50 cents per click and Google notices that your ad is being clicked on more frequently than anyone else's, Google rewards this and your quality score goes up tremendously and your cost goes down.

This penchant for rewarding a well written ad is in part why two pay per click ads sitting right beside each other can cost their owners 5 cents and 50 cents per click respectively.

Which one do you think has the better chance of making several tens of thousands of dollars monthly?

Stay tuned for more on the "Art of Online Persuasion" and online network marketing.

Trevor Weir