How long should your ad copy be?

Your eCommerce site is probably your one and only chance to be a superstar. Writing good unique sales copy is an art form and is the best chance you will have to let your customers know exactly what you are selling, what it will do for or help them with, and why they should buy from you instead of all of the other suppliers selling similar products. There is no formula to determine correct length. If it takes a paragraph to correctly advertise your product good. If it takes an entire page of copy, that’s ok too. Just keep it nonrepetitive, include keywords and searchable terms, make it understandable in terms of language used, and build the best possible ads you can, based on the products you sell.

Your ads should be as long as it takes to correctly describe the products you sell and should include the following.

Features: Include a clear description of the product, what it includes, and what condition it is in.

Benefits: What problem will the product solve, what extra benefit will it bring to the customer. Many potential customers either know they have a problem and don’t know how to fix it, or they may not even realize they have a problem that needs to be solved. Don’t assume all of your customers are experts when it comes to your product. Examples may be things like new improved software to make it easier to program your phone, or special high-quality video cables to give you better picture quality and data transfer. It may be a special new product that stops that annoying squeak from your car’s suspension. Take a look at some advertising from the Sharper Image Catalog or some of the TV ads that Dyson products use. They find problems that many customers don’t even know exist and then find solutions to fix those problems. Then they write or develop creative ad copy to let customers know how they will benefit from using their products.

Follow the leaders in advertising like QVC, HSN, RONCO, any product that can be presented in 15 minute or 30-minute presentations. They take common products, explain them correctly, point out the unique benefits and make them seem exciting. They are not using 30 second or 60-second ads, they take a lot of time and build a product and a story. You can do the same.

Specifications and Tech data: Include sizes, colors, electrical requirements, weights, performance ranges, and anything else the customer may require. Keep building your database on tech specs every time a customer inquires about data or features you did not originally include. revise your ads to make them better and more descriptive.

One of the things you may notice when you go on a suppliers website is the type of copy used. It was probably initially written by an engineer, and then given to a technical copywriter to put it all into English. Factory ads and supplier ads are designed to sell product from one expert to another expert.

Consumers usually are not experts. They need to be told what, when, and why, they should be buying your product. So, write individual unique, creative copy to answer those questions from everyday people and you will stand a pretty good chance of success.

There, I’ve taken a big chunk of a page to answer a simple question. I hope it helps.

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