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Today's 'Post of the Day' comes to us from our very own tedster. The post is about writing good ad copy.
These are my ace in the hole. You know what most descriptions, heck most COPY, reads like. It's corporate speak, dry as dust, no spark at all. When you want eyeballs, you can't imitate the crowd. You got to have FLAVAH! Some flash, some style.
I've found that using one unique word at the beginning of your description pulls in the clicks. The word should be commonly known, short, but not bled dry by overuse.
Good "flavah words" will vary with the topic of the site, but most of all they should be just a little unexpected. Some examples I've had success in descriptions this year are: "Elegant" "Savvy" "Spunky"
Words that have the less frequently used letters in them (V-K-J-X-Q-Z) are also good at jumping off the monitor.
STUDY THE MASTERS
I find that magazine covers are a great source of inspiration. Those writers must do a very similar job of grabbing attention to what we must do in our titles and descriptions. Next time you're in line at the supermarket...
If the overall shape of the letters resembles an off-color word, that helps too. For instance, depending what font the word "flick" is displayed in, it can be very adult! Words ending in "...uck" all seem to be eye-magnets.
One other tip on all copy -- if you're not familiar with Strunk and White's "Elements of Style", get a copy. If you have it, blow the dust off and give it 3 minutes a day. This book was advising good web copy principles before even the Arpanet was created. It's been my best buddy for 40 years.
Excellent post tedster.
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