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WRITING 2-LINE EZINE ADS & SIGNATURES THAT WORK!
By Tom Falco (c) 2001

Sometimes you are limited to two lines when running ads in certain ezines or even on your signatures in message boards or lists.

Many people feel this is not enough. But you can market with two-line ads. It's a fact.

Newspapers use headlines every day of the week to draw readers. This is one line of copy that is meant to grab the reader and keep them.

Two line ads are very common and attract more attention than longer ads. Many email signatures are two lines and many pens have advertising that are two lines long.

The main thing that will attract attention and clicks on your link is the headline. Is your headline attracting attention? Would it work if it ran on the front page of your daily newspaper?

Many email signatures (sigs) say something like: "Joe's Bike Shop" http://www.Joesbikeshop.com

This is fine, but will it get results? How about: "Save 30% This Week on Schwinn Bikes!" Visit us on line at: http://www.Joesbikeshop.com

Notice the quotes on the first line. This is an attention grabber. Quotes draw more readers. Always use quotes.

For our printing site, we often use this:"I saved up to 50% ordering on line!" http://www.TheDiscountPrinter.com

Or for the first line: "Save up to 50% at our eCatalog!"

This is a personalized approach. The quotes are there and it is a personal message to anyone reading the sigs. We know that the sigs are read because one of our sigs promoting t-shirts got mistaken for an order we were verifying about post-it notes. The customer read the
t-shirt part and was confused. So of course we cleared up the sigs, but it was proof that they are read.

Many people advertise on pens, and why not? all the pros do it. Every major business advertises on pens.

Pens are limited in space, they can hold up to a few lines of copy but why not keep it clean and just state what you
need to in two lines?

How about this: "New domain names now $5.00 per month!" Sign up now: http://fivedollars.com

Or how about: "Lonely? Need a Date? Free this weekend?" http://www.HappyDatingService.com

These are two fictitious ads, so don't try to contact them! But you get the idea.

Two lines are perfect for tight situations. They are used in small ezine ads, on pens, t-shirts, even bumper stickers.

Use the first line as a teaser. You don't have to give all the information in your ad. Your goal is to get the reader to click on your link or call your phone number for more information. Don't try to sell the product in the one ad. The goal is to get the reader to react and ask for more information by going to the website or contacting you.

If you do this, you have accomplished your goal. Again -- don't expect to give all the information in the ad. Entice the reader to reach you for further details.

Can you increase your business by making a punchy headline sell? What are your benefits? What can you do for your customer? State that in line one. In line two put your web address, phone number or address, whichever way you want to be reached.

But remember to grab the reader. This is headline writing at its finest. The most famous headline wason the front page of "The New York Post" some years ago. It said in big bold letters: "HEADLESS BODY FOUND IN TOPLESS BAR"

Now if that doesn't get you to buy the paper, nothing will! That is headline writing at its best.

So think out your business or website. What do you offer? What would people want? Do you offer anything free? Do you offer discounts or have sales? Do you have something unique? Well tell the world. Grab your reader, then sock them with the contact information in the next line.

Leave them wanting more. Make them click that link or call that number! Make them curious and interested in you and your product.

Bingo, there you have your two line sig or ezine ad! An ad that pulls and can be used over and over again.

Tom Falco is editor of XpectMore.com eZine
and also owns: http://www.TheDiscountPrinter.com
To subscribe to XpectMore.com Marketing eZine
mailto:ezine@xpectmore.com?subject=subscribe
or visit: http://www.XpectMore.com

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