Today I am going to focus on:

FTC ad copy
How to write FTC compliant ad copy
Tips to write good copy
Samples


And the lesson begins...

One of the biggest grips I have about affiliate programs are the pre-written ad copy. We've all used them in our promotions. The uplines, team leaders and program owners all say, "Here are pre-written ads and letters for you to use." The affiliate is going to follow where they are lead, without ever realizing that the copy is not FTC compliant. Not only that, but if a program has say 5,000 members, that means there are 4,999 other folks using the same exact copy.

This ad copy is written for one purpose, and one purpose only... to bring in new sales/people, etc. And yes, the copywriters do their jobs very well.

But at what cost to the hard working affiliate? Do folks seriously think that the FTC will fine the copywriter who wrote the copy, or fine the affiliate who placed the ad? What do you think?

I would recommend that folks who are using pre-written ad copy for any affiliate program, cease and desist using it for promotions. Either re-write the copy themselves or hire someone who does copywriting work. Yes, I know, this is just another added expense, but FTC compliant copy, and knowing that you are following the rules, to me, is simply peace of mind, ya know!

Writing your own ad copy isn't as hard as you might think. To begin with, you need to know is what is okay with the FTC, and what is not.

Have you ever heard the term "Truth in Advertising"? The FTC has. This means when you advertise, you must tell the truth, regardless what you are selling/promoting. In laymans terms, you cannot mislead consumers.

For example:
A lease advertisement for an automobile that promotes "$0 Down" may be misleading if significant and undisclosed charges are due at lease signing.

(This is why you should always read the fine print before signing any piece of paper!)

Next, claims must be substanciated. This means if you tell someone you are making "X" amount of money a week/month/year, you'd better be able to prove it. You see, consumers have the right to request for hard copy documentation as proof. And I don't mean a screen shot of someones PayPal account or bank account. That won't cut it. Heck my 12 year old can put together the most outstanding screen shot you've ever seen. The problem is, screen shots can be "doctored" or in laymans terms - falsifyed. Unrefutable proof... in hard copy... remember that!

Oh, and testimonials are NOT considered proof of anything!

Now for the "101" part (the one in the title of this thread):

Below you will find two different examples of ad copy. One is FTC compliant and one is not. See if you can figure out which is which :)

*********

Ad copy #1:

EARN 600$USD from EVERY web site on the Web.

Make at least 600$USD from every web site. Revolutionary unique service. Get paid 100,000$USD within 4 months. (link removed)

Ad copy #2:

Revolutionary pay on results service.We don’t charge you unless you make pre-determined earnings in 4 months. (link removed)

*********

You should know that both of the above ads are for the same company. One of them is an example that the company provided, one is sorta kinda.

BTW, did you figure out which ad is compliant?

It's the second one, and I actually wrote it from the following copy sample (provided by the company):

****

EARN over 100,000$USD from your web site. We don’t charge you unless you make 100,000$USD in 4 months. Revolutionary pay on results service.

****

How'd I do that? It was easy. I simply focused on the benefits of the program, removed any reference to money, and wahlah... FTC compliant ad copy!

So how do you write your own ad copy?

You need to think outside the box!

1. Focus on the benefits of the product/program you are promoting

A. What's in it for your prospect? (tell them the benefits)

B. Describe your product (tell them the most important features)

2. Draw from human emotion

Say you are promoting a weight loss product that you know works because you've lost weight using it.

Here's a good example headline for your ad:

New Year's Resolutions DON'T have to be Broken

Why is this a good example? How many people do you know that make New Year resolutions every year and never keep them?

Here is the ad copy that goes with the headline above:

Keep your Resolution and lose weight, like you told yourself you would. I can show you how. (url removed)

Now how many people do you know that make a resolution to lose weight this year? I don't know about you, but I know loads of people.

Okay, here's the ad, all put together:

New Year's Resolutions DON'T have to be Broken

Keep your Resolution and lose weight, like you told yourself you would. I can show you how. (url removed)

The ad draws on human emotion.

Okay, another thing that I would like to touch base on is... and this is very important:

Never try to make sales from your ad copy

Okay, I'm going to repeat that...

Never try to make sales from your ad copy

The whole idea behind an ad is... to get the prospect to your website. Making the sale is the job of the sales page of your website, and is not the job of your ad!

3. Write like you talk

Leave out the fancy-smancy big words. Be yourself!  Pretend you are talking face-to-face with your friend. Write in first person. Be completely honest.

Write in short, dynamic sentences. Make your prospect dying to click on your link!

A. Always proof read your ad - before you post it! Does it make sense? Also, do a spell check; Poor spelling and punctuation is a big turn off for many people. (and I'm one of them :)

B. Leave any reference to money completely out of both the headline and ad copy.

Homework (bet you didn't expect that, did you!!)

I will create a new thread for your homework and will post it shortly. This post is very long, and I apologize for that. But I truly feel that FTC compliance is very important.


Toodles,

Lisa :)

Hi Lisa,

Hey, thanks for your great information.  I think learning to write ads is important, & I've certainly done my share of bomb ads.   Over time though, I am learning what to do & what not to do & I think your examples can help a lot of people (including me).

Thanks again,

Cheryl :-)

Hi Lisa

Being on the marketing career all the while till my official retirement 4 years ago, I never write a single copy of commercial for my companies. I always pull up my advertising agent, made them seat around me and my salesmen to see our actual products demonstration in detail.

I always made them come back to at least 7 sessions with me until the agents became proficient in explaining each benefit to my bosses as though they are the salesmen, I made them write the killer copy.

Because each copy will cost my company for half a million or sometime for a couple.

It seems simply when you say to write your own copy. I am still skeptic.

Copy and modify is the best for simple people network business. Why create when you can replicate. It is my current easylifestyle for these 4 years.

Greetings Lisa, Great work! Thank you for sharing it with us, respectfully, Gary and Janice Hawkins of Lewiston, Idaho USA. http://www.myextremeresearch.com/hawkins http://www.gkhawkins.growthvelocity.com http://www.gkhawkins.isagenix.com http://www.screenblaze.com/46423

Hi Lisa,

Writing ad copy is an mostly art and part science.
Some have the personality to draw people into thier words
and most do not.

I am from a technical background and found it impossible to
do at first, until I started to use the lessons of human nature
and emotional triggers.

Several months later, my ads started doing well. Then I
was asked by the administrator of a large web site to
write an article about how I was able to get people to
come to my site when so many others were failing
miserably.

This is when I learned what I was doing right and what
I was doing wrong, because it caused me to do extensive
research and introspection on what I was really doing
to make my advertisements work.

I am now proficient in the procedure. There are thousands
of variables and hundreds of ways to go about writing
ads, so it isn't something you can learn easily if you
don't know how.

Quick tips work for a single type of ad, to a specific group
of people. In general, however, it is much more
complicated. It is not impossible.

That is why good advertisers charge such a large amount
of money for thier services.

The fact is, when my downlines learn my techniques, they
start to get signups and sales. Only 4 or 5 out of 100
have been able to do this. It is interesting to note
that this is the percentage that are born with the
ability to write well and have had previous education
on the subject. MY techniques then give them the fuel
they need to make it work.

I can improve anyone's writing in 30 days, and I am
currently revising my Ezine to reflect the new things
I have learned. It will be available on September 15.

Whatever you do, do it with all your might.

Your friend,

Robert