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Ad Copy - Making It Count
By Terry Frerker
Ever find that some ads just don't quite get the pull as well as others? Maybe some flounder while others even failed miserably. And you just seem to have a little difficulty figuring out what works and what doesn't.

Well, start counting. Here are some pointers on what makes good ad copy work.

1. Compelling Headline - Look around. What grabs your attention in today's newspaper or main ezine headlines? Check the New York Times and USA Today. Use buzzwords or whatever it takes. Reach out and grab your targeted industry reader.

2. Sub-Structure -Readers today have tired eyes. The Internet and email keep growing and cranking out more and more each day. So make your copy appealing. Chop up your copy by using sub-headings and bullet points. Don't make people read endlessly to find major points.

3. Contact - People want to communicate and not just toss money away. Offer a number with a human on the other end. Skip the automated menus and elevator music. You don't like it; your clients don't either. You are busy; so are they. Tune into THEIR needs.

4. Order Options -Buyers want choices. So give them some. Set up ordering via as many ways as possible; email links, toll-free and fax number, online and postal forms. One size doesn't fit all here.

5. Free-something - People want free samples, trials, bonuses or anything.

6. Price - Don't shy away from sharing price -

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