How come you're seeing certain ads over-and-over again?

Why are they working. and why do some display ads deserve to be nothing more than bird cage lining.

Since we've been discussing sales copy "voices" lately, I'll let you in on a little secret about display ad voices. The biggest problem with display ad "voices" is that, for the most part -- there really aren't any.

Most display ads read more like checklists that spit out facts, rather than engaging and conversational "recommendations", which is how they should read.

I hope you caught what I just said because therein lies the key to nailing down the right "voice" to use for your display ad.

You want the sales copy voice of your display ads to read like a non-biased third party came in and reviewed your product, and then wrote up a quickie description of it.

Here's an example of what I'm talking about. It's a small display ad I wrote for a U.K. client some time ago:

(you can see the ad right here: http://www.kingofcopy.com/tips/display_ad_sales_copy_voices_083005.html

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It's true! You see, there is now a new patented "debt control system", called XXX XXX that is the ONLY system proven to beat your debt problems -- lock, stock... and barrel! And, it works like a charm.

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Of course there are a number of other elements you must have in your ads to make them effective at all -- this ad just showcases a few of them.

Craig Garber

If you want to know how to consistently attract a steady stream of fresh new prospects, who are pre-qualified, eager, and excited about buying from you, then Craig Garber -- recognized by his peers as America's Top Direct-Response Copywriter -- can show you exactly how to do this, step-by-step. Garber's written winning promotions across a HUGE variety of industries.

If you're serious about using emotional direct-response copy to increase your sales, then you MUST check out his website.

Garber specializes in dealing with selling products and services that are in the high dollar range, and he has an wealth of knowledge he draws from in crafting his promotions, in addition to his "living on the edge" life-experiences, along with a rock-solid 157 IQ.

This unique combination of "street smarts" and book-smarts allows him to get inside your prospects minds to write compelling, engaging and expressive copy that gets your prospects involved and whipping out their wallets.

Here are just some of the raving reviews, taken from actual client testimonials, about Garber:

“Finally, I found the copywriter I can work with for the rest of my career. He’s extremely thorough and reliable -- the man is his word. When he tells you he’s going to do something for you, it’s going to be done. It’s very refreshing in this candid world full of posers and imposters, all these people acting like they’re the best copywriters, and in reality they’re broke, they’re weak -- just seeing who they can scam next. So if you’re looking for somebody who’s very committed to your success, who delivers HUGE results, and who does whatever it takes to make sure your piece will be a winner, then don’t hesitate to go ahead and get a hold of Craig Garber right now.” - Chet Rowland

“During the two and a half intensive hours of conversation I had with Craig - I learned (and re-learned) more about copy than I have over the last 12 years. For example: Just one idea Craig gave me has increased my net profit by 43%! His grasp of which words move people into action -- is so comprehensive, so damned obvious ("Why didn't I think of that before?") and so easily explained -- that you'll just want to slam down the phone and get re-writing that very instant. I know -- I did! If you need to know more, just e-mail me: peter @ peterthomson.” Peter Thomson