Email News and Leads Today

Shorten Your Ad Copy:

It's an ongoing debate whether copy should be long or short. The long proponents say people can always stop reading when they want to, and there's truth in this. But in ads appearing in newsletters or sponsored listings, short copy is where it's at, due to space considerations and the attention span of the reader.

Bullet points outlining the value proposition quickly make it easier for the reader to digest your offer and see why he or she should keep reading and take action thereafter. Get rid of hyperbole and bombastic ad words. Use facts and relevant keywords that resonate with your reader if you want he or she to reach for that mouse and respond.

Think Big:

If you want someone to click on a link on your website or email, the bigger and/or more graphically exciting that link is, the better your response rate is likely to be. We have looked at thousands of websites in both the B2B and B2C space. It is amazing how frequently a featured whitepaper or other goodie is presented in tiny 8-point type on the home page or wherever. The same goes for the invitation to subscribe to your email newsletter. If it is relegated to a link in the footer of your site, don't be surprised if your response rate is practically nil.

Have a happy-email day!