This is not the first time I get members asking me how to write text ads. There is a simple formula that I use to write text ad or almost any other types of ads. Today, I’ll share this formula with you.
My Simple Formula To Write Text Ad
Writing text ad is an art. Different marketers have different style of writing.
For me, I follow a simple formula. My formula is:
A-E-A
A – Attention
E – Expectation
A – Action
Most text ads are made up of a headline (or title) and a text body.
The objective of the headline is to grab Attention.
The objective of the text body is to build Expectation and call to Action.
For example, I may write an ad like this:
I Made $6K in my First Month
Learn Exactly How I Did It.
Free Download.
Can you see how I use the A-E-A formula in this example?
How To Write Attention Grabbing Headline Or Title?
There are many ways to write a headline or title that grabs attention.
For example, you can ask a question that invokes curiosity. You can also tell a story like I did in the example above.
One simple way is to use some power words that can capture people’s attention.
Some of these power words include: How To, Secrets, Free, Download, Exposed, Save, Amazing, Time-Sensitive, Proven, Step-By-Step, Shocking Truth, Cheap, Urgent.
Why Build Expectation?
Once you grab the prospects’ attention, you need to tell your prospects what they can expect from you after clicking your ad.
This is the hardest part and if it’s done right, 90% of the battle is won.
To build an expectation is to create a desire. As you know, once a person has a strong desire for something, he can do anything to satisfy that desire.
In this case, once you successfully build an expectation, your prospects will be motivated to click on your text ad to get what they’re expecting.
Again, there are some power words you can use to build expectation. These words include: Learn, Discover, Find Out, Increase, Reduce, Eliminate, Save, Loss, Gain, Heal, Change, Transform.
Call To Action – The Final Push
Many marketers put too much emphasis in the call to action. My view is, the most important element is Expectation building. Once the expectation is built, call to action is simply a final push.
Call to action is for the subconscious. What I mean is subconsciously, our hand react to some words.
For example: Click Here, Download Here, Instant Access, Start Here, Get It Now, Buy Now, Watch It Here, and … (i.e. ending your ad with …)
Anyone Can Write A Text Ad Like A Guru
No one is born an ad writing guru. Every ad writing guru I know has a habit of keeping a library of ads that they think is good.
Whenever you come across a good ad, keep it and refer to your collection whenever you need to write an ad. It’s just a matter of time before you become another expert in writing text ad.
I read a book ‘Hypnotic Writing’ by Joe Vitale. He explains how you can sell almost anything with a good salescopy. Beg, borrow or steal if you must to get this book. Excellent read!
Thanks guys
I wish all my Trainees would understand what you are saying Kenneth (and what I am trying to explain to them). It doesn’t require a whole book to become an ad writing guru, just the A-E-A formula, a lot of testing and an accurate monitoring.
John
Very good tips. I learnt something from you i.e: A-E-A
If you liked this formula,then you might love the AIDA which is an acronym standing for Attention,Interest,Desire and Action.
If you incorporate all the above four attributes in your ad then you have a great ad.
Soo happy to be here
Spot on Ken!
I teach the AIDA formula to my readers too but really should just refer them to LL for this kind of training.
Great job Ken!
p.s. Just went over 825 subscribers using tactics in Ken’s eBook. Have you read it?
Fred
703-203-4648
Create an Email Sales Explosion
Hi Fred,
What is the Ken’s eBook you are talking about?
Best wishes,
John
Excellent tips. I am a print advertising specialist and it has been a little challenging in writing small text ads when I have been so accustomed to larger newspaper classifieds. This was a very useful article that you published and I’ll certainly share it with my advertisers and colleagues. Thank you!
But the subject with $$$ will declined by ad exchange TOS. What’s the alternatives ?
I like AIDA and A-E-A formulas very much. They work great. Here is 1 more formula used by some AD writers: “Bad news, Good news and call-for-action” :)
“Bad news, Good news and call-for-action” is good for sales letter writing. I call it “Give them a headache, sell them the Panadol”.
So what does AIDA formula stand for?
A=Attention I=Interest D=Desire and A=action
This is one of the best suggestion for me. I’ll try to implement it a.s.a.p :D
As you have already said no one is born an expert ad writer.It takes some practice to perfect the art of ad writing.
The AIDA formula is one legendary formula and even though I don’t know who to reference for this masterpiece,it is a great formula
Attention grabbing content that influences the reader to take a desired action is the process every marketer should learn and develop.
Thanks for the useful tips.
I am quite new to writting text ads. But with your easy method, I should become great soon.
Hi Kenneth,
I have run into a similar problem when sending out
an E-mail to my list. I have noticrd if you don’t have a good subject line your mail will not get opened. I have posted some tips here. http://marketingyoursuccess.com/?p=31
Good Reply Ken,
The 3 Tips is all needed to get more
out of ones text ads.
A-E-A formula simple but effective!
I like the formula Kenneth. there is another one called AIDA whereby A=Attention I=Interest D=Desire and A=action. As you can see the two formulas are greatly alike.
You might also want to read my article how to write a killer salescopy for your website
Writing is an art and anyone can learn with practice.I also agree with the idea of a swipe file containing any good ads that you come across
Cheers,
Kevin Njoroge
Great tips – very nicely put! I missed this post in the spring, but am happy to have found it now. I have already applied the concept to my current ad, and look forward to seeing my click rate increase.
These tips are completly AWESOME! Now, I will be able to write A-E-A type text ads with the information that you sent. I have been in the Network Marketing/Direct Sales Rep industry for almost 3 years and I haven’t received information like this before.
With the help of your post, you must reveal your owner, customer and affiliations. If you have another type of conflict of interest, you should make known the clash of interest, and reviewers at Articles for Creation will never contact or solicit anyone for payment to get a draft into article space, improve a draft, or re-establish a deleted article.
Nice blog but I am not sure how many believe that kind of header. I like to keep things realistic and simple for my followers. My header consists of what I have made and my text consists of maximum 3 steps on how to achieve what I have achieved.
This is not to say that your header is a lie, it is hard to believe. I could be wrong but I always pass these kinds of headers.
very good points, glad to have read.
Kenneth, really appreciate what you are sharing and the S- E-A method. Learned something very useful. Thank you.
Very good read, thank you.
Everyday we can see first hand how its done just watching tge commercials during the evening national news. They show the viewer what they are lacking, whats available to them, and how to get it!
Take notice next time and see how the heavy companies do there ad spend.
The A-E-A is amazing, thank you for this
Thank you so much for breaking that down in simple understanding sentences & words. Especially the Power word tips, for me it’s how you are saying or telling about the objective to whatever you are promoting or sharing. This is my first time of ever doing anything like this online so I’m like completely in the dark & I do believe that there are great opportunities out their that you can actually make a comfortable living income from but it’s finding what actually is real, on top of what works is the biggest challenge. That’s where my struggle is & has been. So again, thank you so much for inspiring, being straight forward, & giving us tips that will help us to grow. Have a great & Awesome day! :)
Actually am very glad , I had knowledge or of writing Ad but today as a member of Lead leap I have benefited to the relevant formulae from my friend in this forum Now at least I can attempt to write Ad