Online Persuasion

Highlight important keywords and phrases

Highlight all the important keywords and phrases in your ad copy. You could use bolding, underlining, different colors, graphic text, italics, symbols, indents and extra spaces to highlight the important words or phrases.

Place Attention-Grabbing Pictures

Place attention-grabbing pictures above and within your ad copy. A powerful technique is to use 'before' and 'after' pictures of people using your product. They will give your target audience a clearer vision of what you're offering. That will help them imagine themselves getting the benefits of your product.

Use an Attention-Grabbing Headline

Use a headline that catches the attention of your target audience. You could use many different types of headlines, free offers, guarantees, testimonials, news stories, questions, benefits, warnings, statistics, features.

Enlarge your Keywords and Phrases

Make your ad's keywords and phrases stand out by enlarging the text. This technique works wonders with headlines and sub-headlines. People see them first because it's easier for their eyes to focus on. You could also use different fonts for your headlines than the rest of your ad copy.

Use Symbols to Highlight Benefits and Features

Make your product's list of benefits and features stand out by using a symbol in front of each of them. The symbol could be a dash, solid circle, star, etc. Also indenting them will help make them stand out. Each benefit should be written like a headline to get the readers' attention and tell them what's in it for them.

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