Writing an effective advertising marketing article is different to creating a purely informative web content page.
The job of an advertising article is to sell, whereas the typical style of article marketing simply involves providing the reader with useful information and then leading her towards a relevant product or service.
The article style we will be looking at here is more focused on direct marketing and sales techniques, rather than simply establishing expert status and providing information. Remember, both these article marketing tools should be a part of your online advertising arsenal.
One of the simplest secrets of good free advertising online, and advertising copy in general, is that it should be focused as much as possible on the end benefit to the reader.
For example, if you sell shampoo, what is the benefit of that product to someone reading your advertising article? You may say shinier, healthier hair, or something of that sort. But you can go even deeper than that still - what's the reason for your customer wanting shinier, healthier hair?
The answers may be things like more attention from the opposite sex, compliments and admiration from friends, and a greater sense of self-esteem. Sell that, not shampoo.
It's absolutely essential that direct marketing-style articles hold a reader's attention all the way through. To make the most of free advertising online, you need to get attention. Every word must serve a purpose - every single word. If it doesn't, it should be cut relentlessly until the writing is as succinct as possible without losing impact or meaning.
Think about some of the most effective advertising you've ever seen - the ads that really stuck in your mind. Chances are, they were memorable largely because they were able to convey a lot of meaning through a few short words. The best ads say what they have to say in the briefest possible way.
Also, be specific - don't use vague or confusing language. Your goal in advertising is generally to present what you're selling in the best possible light while being honest.
Misrepresenting a product or service may generate interest, but you will end up with a high return rate and potentially even a lawsuit if people end up handing over money due to dubious advertising claims.
Direct marketing copywriting simply won't achieve its full purpose if the article doesn't include a strong call to action. A call to action at the end of your advertising article should consist of concise, clear instructions on what the reader needs to do next in order to take advantage of your offer.
The entire article needs to act as a lead-up to your call to action - you may even want to write it first, then fill in the body of the article so the whole thing pulls in the right direction. The call to action is one of the most important article marketing tools in your toolbox - don't forget it.
When it comes to writing direct marketing articles, some creative souls want to push the boundaries. Creativity is great and can result in a unique angle that gets attention and drives sales.
But at the same time, you need to make sure you're not wasting time reinventing the wheel or going in a direction that is simply out of kilter with buying psychology. If in doubt, stick to proven advertising techniques that are known to get results.
For those with a marketing background coming into online business, search engine optimization (SEO) is one of the most important aspects of making money with article marketing. For an advertising marketing article to be truly successful, it needs to be optimized to rank highly in the search engines, providing plenty of free, targeted readers.
If you're new to selling online and you have a background in direct marketing, you may be unaware of some of the soft-sell principles that are integral to making money with article marketing.
Advertising marketing articles can be effective, but shouldn't be the whole basis of an online marketing campaign. Go ahead and Contact Us for a quote on your direct marketing project and information on how alternative article styles can boost your online business.
Author: Tom McSherry
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