Bob Bly’s four criteria for a great ad
At my now-famous AdWords & Traffic Conversion seminar, Bob Bly came and made a smashing presentation on copywriting. He said every great ad and every great offer has four ingredients:
Urgent
Useful
Unique
Ultra-Specific
Then he proceeded to rifle through a list of great promotions that everyone would know about and point out how all of them had at least three of those four ingredients.
Immediately useful application of this:
Great Google ads always manage to pack at least 3 of these four things into those 130 characters of space.
TIP:
Log into your Google account, locate your 3 highest traffic ads, and apply the four U test to them.
Split test a new ad which adds a U that you’re not employing yet.
As a matter of fact, if you’re a Google advertiser, the tip I just gave you is:
-Urgent
-Useful
-Unique
-Ultra-Specific
Which is to say, “content” should follow the four U’s too, not just sales messages.
Bob Bly’s fantastic presentation is available on CD and DVD as part of a package which I frankly should talk about more than I do:
http://www.perrymarshall.com/adwords/conversion-seminar/
Perry Marshall
About the Author
Entrepreneur Magazine says: "Perry Marshall is the #1 author and world's most-quoted consultant on Google Advertising. He has helped over 100,000 advertisers save literally billions of dollars in Adwords stupidity tax."
He is referenced across the Internet and by The Washington Post, USA Today, and the Chicago Tribune.
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Perry,
Is the material in this offer still as applicable today as it was when the seminar was given?
Just wondering…
95% of it is! Vast majority is timeless.
Perry