As we sit down with a new client, one of the things that we review is their advertising material. We show them examples of how persuasive Ad copy will help them get more phone calls/web traffic. We will use the pain treatment category for this blog example today (headlines, content, messaging). Keep in mind that each of the following headlines has been used in local newspapers across the country and one of them works significantly better than the rest… and we wrote it.

Can you guess which one generates the most phone calls?

1. The Changing Faces of Chronic Pain
2. Experiencing Back Pain?
3. Drug FREE, Surgery FREE, Pain FREE
4. Back Pain Sufferers find New Hope in FDA Cleared Technology
5. I am 100% pain FREE and I feel fantastic

Advertising can be your friend or your archenemy. One of the elements that will determine the success of an ad campaign is the ad copy. You must carefully choose your words and what message is the most important to convey to your target audience. If it is done properly, your ad copy will connect with consumers in a way that causes them to act.